Google Ads Keyword Updates and How They Impact HVAC Companies

Описание: Last year, Google announced an update to their keyword matching strategy that completely changed the way keywords work inside Google Ads and had some unintended consequences. If you’ve noticed that you’re no longer getting the same results from your ad budget – or you’re getting strange calls that aren’t relevant to your business, there’s a good chanced this update is to blame.
Without making the proper modifications and actively monitoring your Google Ads campaigns, you now have the potential to lose a huge portion of your ad budget and waste your time with bad leads. Here’s a look at the new structure and a few simple examples to demonstrate how things can quickly get out of hand.
While the changes were meant to streamline the keyword matching process, it has had a significant (and scary) impact on many Google Ad campaigns.
Here’s where it gets crazy – the new Broad Match Keywords seems\ to be reverse-engineering search results, resulting in matches that are way out of line.
For example, if someone were to search for “AC repair,” Google now seems to use its “logic” to say: AC repair is similar to HVAC and HVAC is part of home services, and therefore an ad for home services is appropriate.
This has resulted in situations where someone who is searching for “plumbing” may end up with an ad for an air conditioning repair company.
When someone clicks on your ad, guess what – you’ve just wasted part of your Google ads budget!
While this scenario is uncommon, there is another unintended error that we see quite often and it occurs when users are looking for a specific company. For example, when a user searches for “Dave’s AC Company,” Google sometimes shows an ad for “Joe’s AC Company.”
You might be thinking, “I would love to get my competitor’s phone calls!” but in almost all cases, this is a complete waste of money. If someone is specifically looking for “Dave’s AC Company,” they probably have a reason.
How to Protect Your Google Ads Budget
There are some things you can do to minimize these types of scenarios. For example, you can review your keyword strategy and use negative keywords to help focus your results. However, if you or your marketing firm are not actively managing your Google Ads campaigns, it’s very likely that you’re losing money.
Today, more than ever, it’s absolutely critical to regularly review the search terms that are triggering your ads and modify your parameters to ensure you’re not blowing your ad budget on incorrect matches. If you’re not sure how to do this, or your current marketing company hasn’t addressed this issue, Rooks Ads is here to help. Contact us today to learn more!