Lesson #7: Fix Negative Keyword Mistakes That Cost You Clicks
Target searches that matter. Check your search query report and make sure your negative keywords aren’t blocking ads you actually want to show.
How To
Background: Negative Keywords & Negative Keyword Match Types
Negative keywords keep your Google Ads and PPC campaigns efficient by filtering out unwanted traffic. Choose the right match types to improve click-through rates, increase conversions, and focus your budget where it matters.
Keyword Match Types Explained
To build a successful Google Adwords campaign, it’s important to understand the different keyword match types that Google offers.
Lesson #6: Have More Than One Ad Running At A Time
One ad isn’t enough. Run multiple versions, monitor results, and pause low performers so your best ads get the spotlight (and better ROI).
Lesson #4: Don’t Forget To Set Budgets
Setting smart Google Ads and Microsoft Advertising budgets helps control spend and avoid surprises. Use both daily and account-level budgets to safeguard your campaigns. Since Google may exceed daily limits by up to 25%, set your cap slightly below your max spend. Even if funds are flexible, an account-level budget ensures you never exceed what you planned.
Background: The Difference Between The Search & Display Networks
The Google Search Network and Display Network serve different purposes, audiences, and metrics. To optimize your PPC campaigns, it’s crucial to understand how each works — and the consumer mindset behind every click or impression.
Lesson #3: Optimize Your Google Ads with Smarter Geo-Targeting
Fine-tune your Google Ads location targeting to show ads only where your business operates. Limiting ads to specific regions prevents wasted spend and improves campaign performance.
Lesson #2: Target Devices Your Website Or Company Supports
Use Google Ads device targeting to focus your budget where users convert. Exclude devices that don’t drive results — like mobile if your site isn’t mobile-friendly — and prioritize where your audience takes action.
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So you have a start-up. Congratulations! What now? Even the best ideas never gain traction if people don’t hear about them. That’s where Digital4Startups comes in. Many sites exist to explain digital marketing to absolute beginners. Many others exist for agency veterans to talk digital marketing strategy. But nothing existed to fill the void in …