These are 3 common Google Ads issues we see when auditing accounts:

1) There are too many campaigns relative to the budget

Campaigns should be getting at least 10-15 clicks per day. If the average cost per click (CPC) makes that impossible, then the keywords or services should be reevaluated, or campaigns should be consolidated to increase the campaign budget.

2) Make sure keywords are organized into ad groups based on search intent

Google now uses intent-based matching. Even if certain keyword phrases are different, if the intent is the same then Google may match the same search query for both.

3) Stay away from broad match keywords (in most cases)

Broad match keywords tend to match for search queries that aren’t relevant for most advertisers. Unless there is a thorough negative keywords list in the account, then it might be best to avoid broad match keywords altogether, even though Google will recommend them.

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Video Transcription

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Hey, this is Riley with Main Street ROI and today’s tip has
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to do with three things that you can do
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to improve your overall Google ads
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account structure
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so the biggest or one of yeah one of the
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biggest things that I see in accounts
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just when doing audits is the number of
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campaigns there are just usually too
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many campaigns relative to the budget
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so you know oftentimes there I’ll see
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four or five maybe six campaigns but
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they’re only spending you know 500 bucks
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a month and it’s important to understand
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that when talking about search campaigns
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specifically
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you really need to be getting at least
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10 clicks a day in order to get enough
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data because otherwise you’re just not
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getting enough data to see what’s what’s
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working and what’s not working
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so if you know average cost per click is
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around five dollars then
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um you know that campaign should really
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be spending at least 50 bucks a day
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again at a bare minimum
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probably more if possible but you know
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if if a campaign isn’t getting at least
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10 to 15 clicks a day then I think it’s
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really just a matter of either not
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advertising for those services
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or consolidating campaigns into you know
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taking these three campaigns and putting
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them all together provided they have the
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same location targeting so that’s
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another thing that has to be said at the
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campaign level but but yeah number one
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too many campaigns relative to the
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budget second thing is making sure that
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keywords are organized by intent so
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Google has recently shifted its matching
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system to organize keywords by the
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intent the implied intent of that search
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term keyword and so you know going back
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through your account making sure that
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keywords are are in ad groups
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specifically by intent so even if that
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means different keywords Google will
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consider them effectively the same and
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will match for them if they believe that
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the user had the same intent so just
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making sure the keywords are grouped by
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intent is really important because
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that’s how Google is going to match them
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and then third thing is Broad match
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keywords so this is something that may
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fly in the face of Google’s actual
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recommendations you’ll you’ll frequently
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see that in the in the recommendations
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tab Google’s suggesting that you upgrade
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your keywords to Broad match
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um
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but it’s important to know that these
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recommendations are made with very large
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advertisers in mind and I can personally
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say from my experience I have not seen
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broad match keywords produce good
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results for most accounts there are very
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few use cases for broad match keywords
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and if you did decide to use them I
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would
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stick with broad match keywords that are
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longer Search terms longer keywords
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and make sure that the negative keywords
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list in the account is really robust
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there’s a lot of negative keywords
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preventing you know a lot of competitor
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matching and and stuff like that
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but you know broad match keywords just
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by themselves have really I’ve seen them
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really
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cost a lot of money with very little
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return so I would word against broad
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mesh keywords so those are just three of
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the biggest things that I’ve seen
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recently if you have any questions about
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any of those please reach out to us we
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specialize in helping small businesses
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with their advertising and search engine
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optimization
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so we’re happy to help and with that
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I’ll see you guys the next tip
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