One of the first potential hazards you might encounter is the use of irrelevant keywords. This issue is akin to setting sail without a proper map, leading you off course. Luckily, this is a pretty easy mistake to remedy.
Consequences of Irrelevant Keywords
The most immediate and noticeable impact of using irrelevant keywords is the unnecessary expenditure of your advertising budget. When your ads appear for searches that are not aligned with your business or the intent of your target audience, you’re essentially paying for clicks that are unlikely to convert into sales or leads. This leads to a high cost-per-click (CPC).
You’ll also notice low click-through rates (CTR) when using irrelevant keywords because ads triggered by irrelevant keywords fail to resonate with your intended audience. Your intended ad recipients are not receiving the message, resulting in a lack of engagement.
Users who click on an ad expecting one thing and find something unrelated will have a negative experience. This not only affects the immediate interaction but can also tarnish your brand’s reputation in the long run.
Irrelevant traffic can distort your campaign data, making it challenging to extract meaningful insights. It’s like navigating with a compass that doesn’t point north (unfortunately, your compass isn’t like Jack Sparrow’s); your decisions may be based on misleading information.
Addressing the Issue
To avoid the pitfalls of irrelevant keywords, it’s crucial to conduct thorough keyword research. Understand the intent behind the keywords and ensure they align with your office’s offerings and the needs of your target audience. Utilize negative keywords to filter out unwanted traffic and regularly review and refine your keyword list based on performance data. By doing so, you can ensure that your Google Ads campaign is on the right course, reaching the right audience and maximizing your return on investment.
Here’s an example:
A good keyword to target in an ad campaign aimed at dental implant patients is “Dental Implant Services Near Me.” This keyword is highly specific and indicates a clear intent. The user is actively seeking dental implant services and is likely in the decision-making phase of their journey. The inclusion of “near me” suggests they are looking for a local provider, which is ideal for your dental practice because, after all, you’re interested in attracting local patients.
A poor keyword choice for targeting dental implant patients is “Free Dental Consultation.” While this keyword might attract users interested in dental services, it’s too broad and doesn’t specifically target those interested in dental implants. Additionally, the word “free” could attract patients who are not necessarily ready to commit to a high-cost service like dental implants. This can lead to a lower conversion rate and a waste of ad spend.
Read Dental Patients Search for These Key Services More than Others to get an idea of keyword search volume.