Stop Wasting Budget on Broad Matches
Google Ads is designed to get you to spend money quickly. The default settings almost always result in ad spend being heavily wasted on irrelevant search terms. A proper campaign structure protects your budget.
1. Account Structure Basics
Organize your account logically: Campaigns should be separated by overall objective or geographic region. Ad Groups should be tightly themed around 3-5 specific keywords. The tighter the Ad Group, the more relevant the ad copy can be.
2. Keyword Match Types
- Broad Match (Avoid initially): Google will show your ad for any related concept. A bid on "mens shoes" might trigger your ad for "how to clean sneakers".
- "Phrase Match": Triggers when the exact phrase is used within the search query. E.g. "buy mens shoes" or "mens shoes near me".
- [Exact Match]: Triggers only on the exact keywords or very close variants. High control, lower volume.
3. The Power of Negative Keywords
Before launching, compile a list of "Negative Keywords" (words you do NOT want to appear for). Common negatives include: free, cheap, jobs, career, definition, how to. This ensures you are only paying for high-intent, commercial traffic.
Remember: Don't set and forget. Check your "Search Terms" report twice a week during the first month to filter out bad clicks.