Broad match Google Ads risk

I can't believe people are still running Google Ads with broad match keywords. No matter what people tell you, no matter what the Google reps tell you, no matter what the experts will tell you, no matter what social media will tell you, broad match keywords are the worst thing that you can put it in your Google Ads account.

The reason is very simple. Broad match keywords give Google the licence to match your keywords with anything that they may seem is relevant.

Now, the premise behind Google works like this, and it's always been like this for the last 20 years since I've been running Google Ads. A person goes on to Google to look for what they want.

They know what they want. They want something specific.

They go on, they type something, press enter, and that's the answers that they want. Now what Broad Match does is that Google show your ads to people that are not looking for what you offer.

How possibly are you going to convert from that type of traffic? There's no ways...

Last week in South Africa, a story went quite viral on TikTok. The video is made by a lady who owns a company called flowers on Kensington.

In the video, she shares a story about how one of her clients searched the word flowers on Kensington into Google. She clicked on a ad thinking it was flowers on Kensington, but as you can see from the screenshot, it was actually an ad by.

Net Florist. Apparently, this lady's client bought flowers on.

Net Florist thinking it was flowers on Kensington. And obviously the business owner is quite upset.

One or two other people started commenting on this video with videos of their own. All three of these videos, they threw wild accusations at Net Florist, saying that Netflorist are openly bidding on companies names.

They knew what they were doing. And I think a lot of these accusations are unfair.

Now, just to let you know, I don't work for. Net florist.

I never have, but I think I know what happened over here. In Google Ads, there's something called dynamic keyword insertion...

at a person typed in this company name into Google and then what happened is that Google inserted this company name in the headline. Again, it's called dynamic keyword insertion.

I'm almost 100% sure Net Florist didn't do this on purpose. I doubt they would.

I know the guys from. Net Florist.

They're good guys. Also a small florist like this, I doubt that Net Florist would actually be bidding on their name.

It really serves no purpose. That's my 2 cents worth.

Let me know your thoughts.

Here are the five most common mistakes that people make with Google Ads campaigns. I've been doing Google Ads for nearly 20 years and I ordered hundreds and hundreds of accounts per year.

These are the most common mistakes that people make that will usually lead them to having terrible Google Ads accounts and having bad conversions. No.1, Broad Match.

If you're using Broad Match still, you are really just throwing money down the drain. No matter what Google will tell you, Broad Match is terrible.

You get the wrong type of people clicking on your ads. It just cost you money and very rarely do you get good conversions.

The second big mistake that people make is that they don't have negative keywords. And if they have negative keywords, they're not adding enough of them.

A negative keyword is a way that you tell Google, no, Google, I don't want my ad to appear with this type of word. If you want your Google Ads campaign to perform well, you have to continuously be adding negative keywords.

The next common problem that people have in their Google Ads accounts is location settings...

harge you a much higher cost per click than you actually should be paying. The way to improve your quality score is make sure that the keywords that you're selecting are closely related to your text ad and are closely related to your landing page.

The fifth most common issue that people have with bad Google Ads accounts is their network settings are wrong. Just remember, if you're running a search campaign, only show your ads on the search network.

Don't show your ads on any display network at all. If you have any problems with your Google Ads accounts and you'd like an audit, drop a comment below and I'll get back to you.

I've just audited a Google Ads campaign and the client has blown over $2 million because they were using broad match keywords. I audit Google Ads accounts all the time, but this specific campaign that I just looked at was probably the worst I've ever seen.

They told me that they're very honoured and very lucky because they got chosen by Google to have a Google rep build their campaign for them. This Google rep was an expert in campaigns and experts in accounts and they trusted him completely for over 2 years.

What he told them was, guys, please, we must use broad match keywords. The results were terrible.

Like I said, they've wasted over $2 million in the last few years on Google Ads by just using broad match. Broad match keywords will kill your campaign that you're gonna get irrelevant clicks for words that are absolutely not at all relevant to your website.

When you're doing a Google Ads campaign, rather, deal with an expert who knows what they're doing and is looking out for your best interests and not for Google's...