The clearest example of “campaign stuffing”
Google is inflicting unreasonable costs by stuffing campaigns with clicks that nobody asked for.
Their brand campaign
A client ran ads for when people searched for their brand name – only. Instead, their ads were shown against anything property related.
The full list below demonstrates the problem.
Our client merely wanted to stop competitor ads from showing above searches for their brand (shame they had to).
Google ‘free for all’
Even if you add your keyword as exact or phrase match, Google will now show your ads to any phrase it wants to, unless you actively negate them. Google bids on what it wants
The list shows how indiscriminate Google are with serving your ads to irrelevant searches.
Conversationware
A list of wasted clicks
From their exact brand name – Google targeted these words (none of which is their brand).
5 Categories in the Accordion.
Wasted click costs
A good job that someone’s eye was on the ball.
Costs were creeping up, but the sea change was in October 2022. The battle for click control started back then, and now is so bad you need a systematic way of stopping the ad giant from taking your money.
From £10-£20 per month to £300
Prevent Click Wastage
Preferably, before you waste your budget, running a ‘converting keywords audit’ will highlight all the myriad of phrases that will waste your money.
It will help identify the words and phrases that should be winning, so you can create content
Call to action
