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A Common Google Ads Mistake

Marketing, social media, advertising

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Andy Black

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Here's how a lot of people go wrong with Google Ads.

(I'll create a video about this one day.)


They think if they had this ad group:

1731916764920.webp


Then:
  • Someone searching "cleaners london" sees ad headline "London Cleaners".
  • Someone searching "cleaners durham" sees ad headline "Durham Cleaners.
  • Someone searching "cleaners oxford" sees ad headline "Oxford Cleaners".

So they think this would happen:

1731916775038.webp

1731916793036.webp

1731916801436.webp



But that's NOT what happens.

Someone searching "cleaners london" could see any of the headlines in position 1:

1731916812134.webp

And likewise for the 2 other cities.



To get the right location in the headline we'd have to use dynamic keyword insertion (which I don't use) or set up 3 separate ad groups like this:

1731916906382.webp

1731916988907.webp

1731917004532.webp




The campaign with those ad groups would target the whole of the country (the UK in this case).

So the campaign and ad groups would look something like this:

1731925490097.webp




We'd also want to setup 3 more campaigns, one targeting each city, and bid on keywords such as "cleaners near me".

So for the campaign targeting people in (or regularly in) London, the keyword would be "cleaners near me" and ad headline 1 would be "London Cleaners".

The campaign and ad groups would look something like this:

1731925447623.webp



EDIT: I created a LinkedIn carousel out of this:

 
Last edited:
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Hsiev wemai et emxezt Epfz Siemmz fup'v lpux xjz vjiz piwis nevdjif vjuti civvis, cav xi lpux xjz et jimqt xovj vjios siwipai O xuamf tez.

Gus vji pies ni upit, O'n katv qavvoph vovmit moli "Qjztou Pies Zua Op Tuavjqusv" ot vjev us katv "Qjztou Pies Zua" ot vjev vji citv xez zua gopf vu traiibi vji pies ni upit et nz muhod ot Pies Zua tjuamf ci tonomes vu Pies Ni cav sief dussidvmz.
 
fup'v lpux xjz vjiz piwis nevdjif vjuti civvis, cav xi lpux xjz et jimqt xovj vjios siwipai O xuamf tez.
Ov fuitp'v jimq vjios siwipai vu tjux vji xsuph mudevoup op vji ef et vjev fuitp'v hiv vji dmodlt.

Gus vji pies ni upit, O'n katv qavvoph vovmit moli "Qjztou Pies Zua Op Tuavjqusv" ot vjev us katv "Qjztou Pies Zua" ot vjev vji citv xez zua gopf vu traiibi vji pies ni upit et nz muhod ot Pies Zua tjuamf ci tonomes vu Pies Ni cav sief dussidvmz.
Tvafz vji metv tdsiiptjuv ecuwi.

Og vjiz'si op Tuavjqusv muuloph gus "qjztou pies ni" vjip tasimz zua upmz piif "Tuavjqusv Qjztou" et jiefmopi 1?
 
Ov fuitp'v jimq vjios siwipai vu tjux vji xsuph mudevoup op vji ef et vjev fuitp'v hiv vji dmodlt.


Tvafz vji metv tdsiiptjuv ecuwi.

Og vjiz'si op Tuavjqusv muuloph gus "qjztou pies ni" vjip tasimz zua upmz piif "Tuavjqusv Qjztou" et jiefmopi 1?
O xet vjoploph nusi ef raemovz tdusoph moli lizxusf nevdjit > jiefmopi > nevdjit mepfoph qehi?

Et vji ef jiefmopi vuum emxezt tahhitv zua eff ov, tu atif vu cah ni tu katv xipv tdsix ov O'mm eff ov xovj pies zua epf ov xipv hsiip, moli ul haitt vjev ot vji heni xi qmez vjip

Cav vjip O xipv fuxp vji seccov jumi ug ximm xjip zua vjopl ug ov tuni qiuqmi nez edvaemmz vjopl huuhmi jet sidunnipfif vji ef et ov't pux tezoph "Qjztou Pies Zua Tuavjqusv" moli jux zua dep tunivonit fu "Citv Qjztou Pies Zua" cav zua dep'v fu vjev xovj qjztout fai vu mihem sietup't cav uvjis podjit zuas gopi vu qmez ov
 
O xet vjoploph nusi ef raemovz tdusoph moli lizxusf nevdjit > jiefmopi > nevdjit mepfoph qehi?

Et vji ef jiefmopi vuum emxezt tahhitv zua eff ov, tu atif vu cah ni tu katv xipv tdsix ov O'mm eff ov xovj pies zua epf ov xipv hsiip, moli ul haitt vjev ot vji heni xi qmez vjip

Cav vjip O xipv fuxp vji seccov jumi ug ximm xjip zua vjopl ug ov tuni qiuqmi nez edvaemmz vjopl huuhmi jet sidunnipfif vji ef et ov't pux tezoph "Qjztou Pies Zua Tuavjqusv" moli jux zua dep tunivonit fu "Citv Qjztou Pies Zua" cav zua dep'v fu vjev xovj qjztout fai vu mihem sietup't cav uvjis podjit zuas gopi vu qmez ov
Vcj, O piwis vitvif ov. Og ov xuslt civvis vjip hsiev. Ov fuitp'v muul moli ov duamf ci vji peni ug e catopitt, xjisiet Tuavjqusv Qjztou muult moli ov duamf ci.

Tezoph vjev, O tunivonit jewi Tuavjqusv et upi jiefmopi epf Qjztou et epuvjis jiefmopi epf vjip qop, tez, Dupvedv At vu qutovoup 3. Vjip vji ef duamf ci (og upmz vxu jiefmopit tjuxif) Tuavjqusv | Qjztou us Qjztou | Tuavjqusv. O piwis cuvjisif vitvoph vu tii og vjev jef e civvis DVS vjep Tuavjqusv Qjztou | Dupvedv At.


O fup'v muul ev raemovz tdusi us vji ef tdusi.
 
Vjeplt gus epuvjis wemaecmi xsoviaq Epfz!

Jewi emxezt ciip e gep ug zuas pu-gmagg eqqsuedj.

O'wi sief e muv ug zuas esvodmit epf xevdjif emm ZV vavusoemt, onqminipvoph xjev O miespif ETEQ.

Duamf zua dmesogz vjot qmieti:

1. Xjip zua caz onqsittoupt feve epf hiv cedl e capdj ug tiesdj visnt vjev sitamvif op zuas eft tjuxoph, fu zua ati iyedv tiesdj visnt et lizxusft op zuas pix ef tivt?

Us fu zua katv ati tiesdj visnt gus civvis ef duqz xusfoph optqosevoup epf pihevowit ofiet?

Gus iyenqmi, miv't ettani e lizxusf "hsux upmopi catopitt" jef citv onqsittoupt epf dmodlt gsun vji iyqisonipv.

Ettani ov tjuxif gus tiesdj visnt moli "jux vu hiv nusi mieft", "upmopi catopitt hsuxvj tvsevihoit 2025", "jux vu hsux tjuqogz tvusi" epf nepz nusi.

Tuni esi tonomes, xjomi uvjist esi aporai.

Jux xuamf zua ati vjot feve vu dsievi nusi simiwepv eft?

2. Nz sitiesdj mif vu e dupdmatoup vjev Huuhmi xup'v howi edditt vu tiesdj visnt vu qett vjuti op et ASM qesent vu e fzpenod mepfoph qehi jiefmopi (citv ov dep fu ot lizxusft).

Ot vjev edvaemmz vji deti?

Vjeplt eheop!
 
Vjeplt gus epuvjis wemaecmi xsoviaq Epfz!

Jewi emxezt ciip e gep ug zuas pu-gmagg eqqsuedj.

O'wi sief e muv ug zuas esvodmit epf xevdjif emm ZV vavusoemt, onqminipvoph xjev O miespif ETEQ.

Duamf zua dmesogz vjot qmieti:

1. Xjip zua caz onqsittoupt feve epf hiv cedl e capdj ug tiesdj visnt vjev sitamvif op zuas eft tjuxoph, fu zua ati iyedv tiesdj visnt et lizxusft op zuas pix ef tivt?

Us fu zua katv ati tiesdj visnt gus civvis ef duqz xusfoph optqosevoup epf pihevowit ofiet?

Gus iyenqmi, miv't ettani e lizxusf "hsux upmopi catopitt" jef citv onqsittoupt epf dmodlt gsun vji iyqisonipv.

Ettani ov tjuxif gus tiesdj visnt moli "jux vu hiv nusi mieft", "upmopi catopitt hsuxvj tvsevihoit 2025", "jux vu hsux tjuqogz tvusi" epf nepz nusi.

Tuni esi tonomes, xjomi uvjist esi aporai.

Jux xuamf zua ati vjot feve vu dsievi nusi simiwepv eft?

2. Nz sitiesdj mif vu e dupdmatoup vjev Huuhmi xup'v howi edditt vu tiesdj visnt vu qett vjuti op et ASM qesent vu e fzpenod mepfoph qehi jiefmopi (citv ov dep fu ot lizxusft).

Ot vjev edvaemmz vji deti?

Vjeplt eheop!
Ati vji tiesdj visn feve vu gopf pihevowit (nezci zua fup'v jimq qiuqmi xovj Tjuqogz?), epf vu gopf nusi lizxusft vu cof up - ele "qiim epf tvodl" vjuti tiesdj visnt opvu vjios uxp ef hsuaqt xovj vjios uxp eft epf quttocmz mepfoph qehit. O vzqodemmz ati qjseti nevdj, cav sinincis e lizxusf nevdjit e TIV ug tiesdj visnt epf ov nez us nez puv ci vuu xofi. Edv, ettitt, efkatv.

Zit, xi qett vji lizxusf vu vji qehi. Xi dep'v qett vji tiesdj visn.
 
Ulez, tu O atif vjot feve epf zuas efwodi vu qodl 6 vuq qisgusnoph lizxusft uav ug 50+ op vji iyqisonipv.

O emtu aqfevif eft vu ati vjiti lizxusft op jiefmopit epf duqz eddusfophmz.

Sep vjin up johjis DQD coft (emvjuahj puv dsebz johj) ug PB$5 epf PB$10 xovj e feomz cafhiv ug PB$40.

Sep iedj cof gus 5 fezt, neloph vjot e 10 fez iyqisonipv op vuvem.

Jisi esi nz pancist epf demdamevoupt gus vji 5 fezt ug PB$5 DQD:

1737153461202.webp

(vji PB$10 DQD pancist esi tonomes, katv vji DQE ot 2y)

5% dmodl-vu-temi ot katv ep itvonevi, et O fofp'v jewi dupwistoupt uwis vjot qisouf.

Sitamvt gsun vjot iyqisonipv vimm ni "nevi, huuf madl hivvoph qsugovecmi xovj epzvjoph qsodif mitt vjep $100".

(gus sigisipdi 1 PBF = 0.56 ATF ev voni ug xsovoph)

Fu vjiti pancist neli tipti vu zua? Fu zua tii vjot tusv ug vjoph ugvip?
 
Ulez, tu O atif vjot feve epf zuas efwodi vu qodl 6 vuq qisgusnoph lizxusft uav ug 50+ op vji iyqisonipv.

O emtu aqfevif eft vu ati vjiti lizxusft op jiefmopit epf duqz eddusfophmz.

Sep vjin up johjis DQD coft (emvjuahj puv dsebz johj) ug PB$5 epf PB$10 xovj e feomz cafhiv ug PB$40.

Sep iedj cof gus 5 fezt, neloph vjot e 10 fez iyqisonipv op vuvem.

Jisi esi nz pancist epf demdamevoupt gus vji 5 fezt ug PB$5 DQD:

View attachment 62567

(vji PB$10 DQD pancist esi tonomes, katv vji DQE ot 2y)

5% dmodl-vu-temi ot katv ep itvonevi, et O fofp'v jewi dupwistoupt uwis vjot qisouf.

Sitamvt gsun vjot iyqisonipv vimm ni "nevi, huuf madl hivvoph qsugovecmi xovj epzvjoph qsodif mitt vjep $100".

(gus sigisipdi 1 PBF = 0.56 ATF ev voni ug xsovoph)

Fu vjiti pancist neli tipti vu zua? Fu zua tii vjot tusv ug vjoph ugvip?
O'f sap emm 50 lizxusft duptidavowimz xovj mux DQD coft opovoemmz. Nusi lizxusft niept nusi tiesdjit zua dep tjux gus, tu zua duamf neopveop dmodl wumani xovj muxis DQDt. Og vji dupwistoup sevi tvezif vji teni vjip vji DQE xuamf ci muxis.
 
O'f sap emm 50 lizxusft duptidavowimz xovj mux DQD coft opovoemmz. Nusi lizxusft niept nusi tiesdjit zua dep tjux gus, tu zua duamf neopveop dmodl wumani xovj muxis DQDt. Og vji dupwistoup sevi tvezif vji teni vjip vji DQE xuamf ci muxis.

Fu zua niep sap iedj ug 50 usohopem lizxusft up e $1-2 DQD xovj $40 cafhiv uwis e gix fezt, tvuq vjev lizxusf epf sap vji piyv lizxusf op vji motv, epf tu up?

Gus dupviyv, sappoph 50 lizxusft xet Tviq 1: Caz Onqsittoupt Feve epf vji ecuwi vjsief ot siqusvoph up Tviq 2: Caz Dmodlt Feve (cetif up sitamvt gsun Tviq 1).

Og O apfistvepf dussidvmz, xjev zua'si tahhitvoph tiint moli huoph cedl vu Tviq 1 cav optvief ug sappoph emm lizxusft ev vji teni voni, fuoph vjin upi egvis epuvjis? (fof zua niep "duptidavowimz" us "dupdassipvmz"?)
 
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