Rich Bruns Guide℠ & Coaching for Google™ Search Ads

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How To Avoid Google Budget Busters

Rich Bruns

1 - Choose Search Keywords Carefully

Only run ads when people put very specific words into Google Search, so you don’t waste money on non-buyers.

  • Google promotes the maximum number of keywords so many advertisers compete with each other for every Google Search to increase the average Cost Per Click.

  • Avoid Broad Match Keywords that let Google run ads on keywords they choose.

  • Add Negative Keywords that you don’t want to pay for(single phrase match “word”).

2 - Control The Exact Ad That People See

Your ads always show people the same words they just put into search in Headline 1 and your targeted sales pitch for those same precise keywords in Headline 2, Description 1 and only 2 Callout Assets.

  • People see your entire compact, targeted ad on their small cell phone screen. 60% of ads run on cell phones today.

  • Google suggests running ads showing combinations of Headlines, Descriptions, Assets and Keywords. People may not see the most important product advantages for your very specific search keywords. You have no idea what ad people saw so you have no way to understand or improve results.

  • Remove “Automated Assets” hidden deep inside a Insights & Reports > Assets submenu. Google enables these to show on your ads without asking permission. You must disable them.

  • Force Google to show each ad exactly the way you wrote it for each Ad Group.

3 - Control The Cost Per Click for Individual Keywords

You can’t afford to let Google set the Cost Per Click - Google doesn’t know your business.

  • Google now controls most advertisers’ Cost Per Click bids set to run at the most expensive top ad positions. Today, these ad positions are much too expensive in most cases. 

    • You get a much better deal running many more ads at slightly lower ad positions where Impr(TOP)% is 60-80%. Your ads run for most searches at much lower Cost Per Click. Let your competitors pay too much.

    • The Google Search Ads Guide shows how to avoid 21 confusing program settings that let Google bid for you.

    • You need to set the Cost Per Click for individual keywords based on your own business knowledge. Consider how much money you make on each product, seasonality, inventory, competitive bidding, cash flow, labor and equipment availability and monthly Google advertising budget.

  • Only put SINGLE keywords into each Ad Group. (Phrase Match and Exact Match)

  • In your Search Campaign Settings > Bidding: Manual CPC.

  • Keep DAILY COST lower than DAILY BUDGET most days, so your ads run 24/7.

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