Achieving optimal visibility in search engine results is a goal for every brand, but it’s a challenging endeavor that many struggle with. The competition is fierce, and the coveted space on the first page of search results has shrunk considerably.

Moreover, securing top organic search rankings demands establishing a highly authoritative website within your industry, which requires years of dedicated effort in crafting exceptional content and optimizing it meticulously.

Now, let’s delve into paid search and acknowledge another obstacle: Google Ads often dominate the top positions on search engine results pages (SERPs).

Even the most outstanding content can’t outrank paid advertisements for certain searches. Pay-per-click ads generally hold sway at the top of search results.

Fortunately, there’s a silver lining: you can secure visibility through paid advertising. However, don’t be misled by proponents of pay-per-click (PPC) advertising who make it sound simplistic. Achieving a positive return on investment requires expertise and strategic execution.

Let’s explore seven strategies to avoid squandering money on Google Ads and instead thrive by leveraging the world’s most widely used ad network. Curious about how much money you might be wasting in Google Ads and how to prevent it? Get a complimentary account audit with our Google Ads Performance Grader today!

1. Eradicate click fraud

Click fraud can decimate your PPC budget if left unchecked. In the previous year, CNBC reported alarming stats on the matter:

• Close to 20 percent of the total expenditure on digital ads was lost due to click fraud in 2016.
• Click fraud is projected to cost brands a staggering $16.4 billion globally in 2017. These figures are alarming. While search engines claim to make every effort to combat click fraud and invalid traffic, it’s unwise to solely rely on their safeguards.

Protecting your budget requires a proactive approach using a tool such as ClickCease specifically engineered to combat click fraud.

By leveraging insights from activity logs, Google Ads buyers can pinpoint IP addresses, referring websites, and geographical regions associated with fraudulent activities and make necessary adjustments.

Furthermore, you can significantly minimize click fraud on the Display Network by implementing exclusions and utilizing managed placements.

2. Prioritize buyer intent

Not all searches hold the same value. With CPCs escalating annually, search marketers can no longer afford to treat all searches for specific keywords as reliable indicators of purchase intent.

Disregarding these signals can severely hinder performance. It’s crucial to comprehend how potential customers interact with your brand at various stages of the sales funnel. This understanding allows you to align your campaigns accordingly and present the most relevant offer at each level of search intent.

3. Bid on branded keywords

Is it prudent to cut costs by refraining from bidding on searches for your brand or products? While some might argue that you’ll rank organically for those phrases anyway, consider the risk: failing to control the ads displayed when users search for your brand name creates an opportunity for competitors to capitalize.

According to Joe Putname of iSpionage, “The primary reason to bid on your own brand name is to prevent competitors from outranking your organic results with their ads and siphoning away valuable clicks.” (Note: their service alerts you when competitors bid on your brand terms.)

Furthermore, clicks on branded terms tend to be cost-effective. You can anticipate exceptionally high Quality Scores for branded terms, resulting in significantly lower click costs.

Your average CPC for branded terms is likely to be a fraction of the cost you incur for other keywords. Moreover, they generally convert well.

4. Exercise caution with broad match

It’s imperative to grasp the distinction between broad match and exact match._. With broad match, the default setting for Google Ads campaigns, your ads are displayed for searches related to your keywords, not exclusively for the precise keywords themselves.

While broad match is suitable for reaching the broadest possible audience, relying heavily on it can strain your budget.

You’ll generate a higher volume of impressions, but they will be less targeted, leading to expenditures on clicks from individuals who are not a good fit for your offerings.

For instance, while using the keyword “guitar” might seem tempting, its broad nature could result in clicks (and associated charges) from searches far removed from your desired targets, such as “learn how to play fingerstyle guitar.” Such clicks are unlikely to lead to conversions.

This highlights the significance of buyer intent and the impact of your chosen match type on your spending.

5. Leverage negative keywords

Another effective strategy for optimizing costs and achieving superior ROI in Google Ads is to define what not to target.

Employ negative keywords in your Google Ads campaigns to prevent undesirable traffic and its associated expenses. Negative keywords enable you to instruct Google to exclude your ads from searches containing those specific terms.

Negative keywords are frequently overlooked in paid search, making them a crucial area to address.

Identify search terms similar to your keywords but likely to attract users seeking a different product, service, or type of content.

For example, if you sell birthday cakes, consider using negative keywords such as “birthday cake ideas” or “birthday cake recipes.” These keywords indicate that users are interested in learning or DIY options rather than making a purchase.

According to ClickCease, “free,” “cheap,” and “wholesale” are prime candidates for your negative keywords list (unless these terms align with your product offerings).

6. Consider aiming lower

This suggestion might seem counterintuitive, especially since the common advice in both paid and organic search is to strive for the highest possible ranking. However, in Google Ads, the top position comes at a premium. Consider the benefits of not being number one.

This advice stems from Oribi, where blogger Asi Dayan explains, “Securing the first position typically necessitates a significantly higher bid compared to ranking second or third, even with a high Quality Score. In most cases, it drastically increases your CPA, potentially to the point of being cost-ineffective.”

Dayan further elaborates that by targeting average positions below the top spot, you can still achieve substantial visibility and click volume while saving money on your Google Ads campaigns.

7. Meticulously measure your results

Failing to diligently monitor your results is a critical error in PPC advertising and a guaranteed way to deplete your ad budget. Remember, clicks alone do not equate to success; conversions are the ultimate measure of performance.

Conversion tracking involves several nuances that you have considerable control over. For comprehensive information on identifying the key metrics to monitor and setting up your tracking effectively, refer to Google Ads Event Tracking Made Easy.

Additionally, the Google Ads budget report, introduced in the fall of 2021, can provide valuable insights into how Google allocates your daily budget.

Make Google Ads a profitable endeavor

Undoubtedly, participating in the Google Ads program offers a shortcut to prominent placement on search engine results pages, potentially fueling your brand’s growth.

However, your PPC endeavors will be short-lived if your investments fail to generate a positive return. While you may have the financial flexibility to accommodate a ramp-up period for achieving positive ROI, extending this timeframe increases both the cost and the risk.

To capitalize on one of the most powerful channels in modern media, it’s essential to master the art of avoiding costly errors, reducing customer acquisition costs, and ultimately transforming Google Ads into a profitable venture.