• Forget about SEO (for a second)
  Think about your own experience as a user of a website

• Build Allies
  Business partnerships

• Utilise SEO tools and Plugins
  Rank Math, Search Console, Majestic SEO, Rank Tracker

• Interlink your pages
  Just like Wikipedia. Let’s assume I wanted to rank for ‘SEO Halifax‘, then I would include multiple internal links throughout my website, in order to draw Google’s attention to the page I want them to relate with that keyword.

• Become a trustworthy authority
  Topical content that’s useful, informative, and extensive! Link your social media profiles up, create a buzz around you about your business

• Revisit your content (and re-write it yourself!)
  It’s easy to check how many times your targeted keywords are – ctrl F, then type keyword
  Try to do as much of your website content in-house!

As a business owner, you might have encountered a situation where some businesses thrive and expand while others shut down. Have you ever wondered why this happens? The answer could be the way they approach their advertising strategy, specifically their use of Google Ads (AdWords). Here are 11 common reasons why local business owners fail with Google Ads and how to avoid them:

1. A Poor Website!

Before you spend a penny on Google Ads, take a look at your website. If you’re not proud of it, then you need to reconsider it. Your website is the first impression your potential customers will have of your business, so make sure it’s up to par. Make sure you have clear calls to action, so visitors know exactly what to do (call, submit a lead, subscribe).

2. Using AdWords Express

By default, new Google Ads accounts start with AdWords Express. This initial interface has limited features compared to a regular Google Ads account. Make sure to switch to the regular account to have full control over your campaign.

3. Auto Recommendations

Again, Google’s default setting gives them the ability to implement changes to your campaign without your knowledge. These changes may include adding irrelevant keywords, which can negatively affect your results. Make sure to review your campaign regularly and turn off automatic recommendations.

4. Overpaying for clicks

Don’t fall into the trap of bidding wars. Pay only what you’re comfortable with and can afford. The results might be slower at first, but after a few days, Google will accept your bid and start showing your ads more prominently.

5. Locations

Google might not deliver to your desired locations effectively. Make sure to restrict your location targeting to avoid wasting money on irrelevant clicks.

6. Insufficient Ads

If you’re serving 50 keywords with only one ad, you need to reconsider your strategy. Ideally, you should have 3-5 ads per keyword to provide Google with enough information to display the best ads.

7. Poorly Written Ads

Make sure your ads provide enough information about your services and what sets you apart from the competition. Your ads should convince potential customers to choose your business.

8. Price Conditioning

By clearly stating your prices in your advertisements, you can effectively filter out customers who may not be willing to pay your prices, thus improving the efficiency and cost-effectiveness of your advertising campaign.

9. Wrong Keyword Type

10. Not updating your negative keyword list

Ensure the relevance of your ads by regularly reviewing and updating your negative keyword list to prevent showing ads to uninterested audiences.

11. Not using Site Extensions in your Ads

Site extensions are a great way to provide additional information about your business and services to potential customers. Make sure to use them to improve your click-through rates and overall performance.

In conclusion, using Google Ads can be a great way to reach new customers and grow your business. However, it requires careful planning and monitoring to avoid common pitfalls and achieve the best results. Follow these tips, and you’ll be on your way to a successful Google Ads campaign.