Stop making this MISTAKE in Google Ads

Last week I posted a video about some of the biggest mistakes that I see in Google Ads campaigns. And because this video helped so many people and we've been getting so many positive comments, I wanted to go through and record another video about the next biggest mistake that I see with Google Ads campaigns. And just like the same issue that we had last week, which I'll actually post at the end of this video, just in case you haven't seen it yet, is that this is such a simple mistake that can be fixed so easily. And, and once again, the reason for why so many people make this mistake in their Google Ads campaigns is because they actually don't understand the issue and the importance of it. And the simple biggest mistake that I see in so many Google Ads campaigns is that people do not add in enough negative keywords to their Google search and their Google shopping campaigns. And the reason for why this is such a big mistake is because adding in extra negative keywords has a positive effect in increasing your click through ratio. Now if you've watched any of the videos on my YouTube channel, you would know that I am a big fan of increasing your click through ratio. And the reason for that is because when you actually take a dive into Google's algorithm, it puts a high reward on ads which have a high click through ratio. And if you don't know, obviously your click through ratio is the simple formula of giving you the percentage of how many times your ad is clicked on versus how many impressions or or how many times it is seen. And the reason for why increasing your click through ratio is so important is because Google only gets paid when someone clicks on your ad. So the algorithm will favor your ads if you can ensure that your ads are clicked on more than your competitors ads. Because think about it, if your ads are clicked on twice as much, it's twice as likely that Google will show your ads versus your competitor's ads. But before we get into today's teaching, just in case we haven't met yet, my name is Aaron Young and I'm your 15,000 hour Google Ads master. And I started my very first Google Ads campaign all the way back in 2010 when we were launching our first business. And then since 2016, managing Google Ads campaigns has actually become my business as a Google Ads freelancer. And since that time I've earned a comfortable six figure income and every single year. And that is because I've come to understand what actually makes Google Ads successful for campaigns. Regardless of the business niche or your price point or what your budget is. And that is why I've actually started my 10x Google Ads community. Because I'm passionate about teaching people just like you how they can use Google Ads to grow their own business. And if you would like to pre register for my Google Ads community and also find more information and and even possibly sign up and join, what you'll actually get is that you'll get monthly advanced teachings about Google Ads which I don't actually share right here on my YouTube channel. And then further to that, every single month I also run an exclusive group coaching and Q and A session which gives you the opportunity to ask me any questions that you have about Google Ads and what you need to do with your very own campaigns. And then above all of that, probably my favorite part of this community is, is the fact that we have people from all over the world who are passionate about Google Ads just like you, who are giving each other advice, helping each other with different problems or different challenges that they may be facing in their own Google Ads campaign, and then of course, sharing each other's wins and celebrating when we each have individual successes. I would love you to be part of the community. And if you'd like to pre register and find out more, just follow the link in the description below. All right, let's get back into today's teaching. Now, the mistake isn't that people aren't doing search term audits. I do find that most accounts people will go through and run a search term audit in that actually go through and check the search terms which are triggering their ads and then they will add in some extra negative keywords to filter out those search terms which they know are not going to generate any conversions. But what the mistake is is that people only focus on adding negative keywords to filter out searches which have actually generated clicks. And while that is an important step that you're not completing the task, because what you need to do is you need to go through all those different search terms which have triggered your ad. So someone has seen that ad, but then they haven't been clicked on. And this is especially important because what you also need to remember is that Google only shows you the search terms which it deems to be significant. So even if a search term hasn't been clicked on and it's only been shown one or two or three or maybe five times, that doesn't mean that it has only shown five times, because that could just be an example of a significant search. And there could be other related searches which are along that theme, which Google hasn't put in that search term report. So the actual impressions could be five or 10 times higher than what you actually seen. And that's why you need to go through every single line and add in those extra negative keywords. Now I do understand that this can actually take some time, especially if you haven't been doing this. And that is why I recommend that you actually go through and do your search term audits every 72 hours or twice a week. And then once you've been doing this for about four to six weeks, you'll start to notice that your search terms are actually getting a lot more cleaner, you're getting a lot more targeted searches and ultimately what will be happening is you'll be seeing a higher click through ratio. So right now let's jump into a screen share so I can show you what this looks like. Okay, so right now we're actually in our keyword section and we're looking at our search terms. And what you can see through here is all of the individual search terms which actually have generated our impressions. And what most people do is they go through this top section. So you can see through here we've added in some different keywords which we think are relevant and then we've also gone through and excluded some keywords which we know are not relevant or are not getting really good performance. And then most people will go all the way down as long as they're seeing all these different clicks and interactions. But then when you start to see this section here, when there's no interaction, so this means that someone's has seen the ad, so there's been an impression and they haven't clicked on the ad, you can see how long this list goes for and it just keeps going and going and going and going. But what I actually do when I optimize my account is I've actually filter this from the lowest impressions to the highest impressions is you can see through here even for these keywords where they've only had one impression and no interaction, I'm still going through and adding in some extra negative keywords if I think that these search terms are not relevant. And now what I want to show you, this is the same account. I actually want to show you what this action has done to this account. Now I took on this account in late April and at that time you can actually see that our click through ratio was sitting in and around 3.37% it would go up to 4 and then it would duck down to 3. But you can see from four to six weeks of actually doing regular Search term audits, we started to see this click through ratio spike up to six. It went down again, but then we've been getting back to back weeks where we've been getting click through ratio of well above 55% and that's nearly 2% higher than what we're originally getting. But what I want to show you is what actually happened to our conversion rate and also our conversions. Once again, you can actually see that by adding in those extra negative keywords we were getting more clicks. So this red line in here, we're getting more clicks for relevant searches, which then actually meant that we were getting more conversions. And that's how that simple action of just going through that list, even where you're not seeing many interactions and you're just seeing impressions, adding in those extra negative keywords can make such a massive difference to your campaign so that you can actually start to see some results like this. So as I said earlier, I do know that this actually does take some time, especially if this is something that you haven't been doing regularly. But I hope you can see the value of what happens when you actually start to go through that full keyword list and add in those extra negative keywords. You not only see your click through ratio go up, but you'll start to see an increase in relatable or targeted traffic. And then you also start seeing that conversion rate and those number of conversions increase for your own campaigns. So now that you know why it's so important that you need to actually go through and add in those negative keywords to not only the search terms which are generating clicks, but they're not relevant, but also to the search terms which are not relevant and they're only generating impressions. What I want you to do right now is actually go through and complete a proper and full search term audit on all of those search terms. Not only the ones that have got clicks, but also the ones that have got impressions, but no clicks. And you may remember early in the video where I actually said that I shared another video like this last week, talking about one of the biggest problems that I see in Google Ads campaigns and what I want you to do. If you want to watch that video, go through and follow this link right here so that you can make sure that you're not making another simple mistake in Google Ads. Until next time. See you then.