360 Degree Media Group Blog

Why You Are Not Appearing in Google Search Results

Posted by Jodie Dimmock on Oct 30, 2015 12:00:00 PM

Is your Google campaign not going as well as planned? Mastering a Google Adwords campaign is a complicated and lengthy process, but do not fret. Read the following solutions to common Google campaign mistakes tips and you’ll be an expert in no time.

google search results

1. Grouping Keywords Incorrectly

The best Adwords campaign is actually a compilation of several adgroups, each with their own keyord lists that will relate to one another by category, location etc. This is essential in making sure your ads appear for the correct search terms. Ad groups with niched keywords avoid broad advertising and allow you to better reach your target audience.


2. Misusing Keyword Matches

It is important to know the distinctions of keyword types in order to determine the best terms to use. The types are: broad match, phrase match and exact match. The best campaigns incorporate all three keyword forms into their campaigns.

Broad match keyword: With this keyword classification, your ad appears on search result pages regardless of the order of the terms (hence the “broad” classification). However, it is important to note, broad matches can lead to irrelevant impressions. Additionally, it can be very difficult to claim a high ranking with the broad match keywords.

Phrase match keyword: Phrase match keywords permit your ad to appear with any search query that contains your specified phrase. One must use quotations in order to input a phrase match.

Exact match keyword: This is the most specified keyword type. The user’s search must exactly match your Adwords entry. This keyword form results in the most targeted audience. However, due to its specificity, exact matches can sometimes lead you to miss out on mass amounts of traffic.  One must use brackets in order to input an exact match keyword.

Be sure to re-evaluate your keyword choices to be sure that you’re optimizing your campaign. Google’s Keyword Planner is a fantastic tool for finding keywords pertinent to your business.


3. Not Utilizing Negative Keywords

Negative keywords are a means to further funnel in customers towards your site. The tool allows you to block terms that are broadly related to your keywords but, in actuality, have no relevance to your business. This allows you to further zone in on your potential consumer base.


4. Not Bidding Properly

It is important to bid appropriately on your adwords in order to stay ahead of your competitors. Although you may rank first in the organic search, a smart competitor will attempt to outbid you for the top sponsored slot using your brand-specific keywords. Claiming both the organic and paid top rankings is crucial to running a valuable campaign.

Additionally, you should revaluate your budget and your average ranking in order to determine whether you should increase your bid.


5. Misdirecting Your Visitors  

If you’ve properly used ad groups and created an ad for a specific product category then be sure to direct the visitor to the requested page. Customers are likely to get frustrated if you’ve directed them to the homepage and they’re forced to search the site fervently for the advertised product.


6. Using Too Few Advertisements

Many make the mistake of only using one advertisement per Ad group. It is best to use a number of advertisements for each ad group you have in order to test and determine which is most effective. You can then optimise your campaign as you learn which ad is giving you the best results.

If you would like to get some more information about running a successful adwords campaign, you can download our Introductory guide below.

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Topics: sem, search engine marketing, Google Adwords