Taking the time to do the initial research for your Paid Google Search Campaign will save you $$$ in the long run.
As the business owner, you’ve created a search ad based on the keyword “blueberry muffins” but all of a sudden Tom & Jerry go rogue… they now want Gluten Free blueberry muffins delivered to their home.
Google, and other search advertising companies, are businesses…don’t forget that. They profit each time an irrelevant click gets credited to your account. If Tom & Jerry all of a sudden type into Google gluten free blueberry muffins, your ad is most likely still relevant to show even if that’s not what your business does.
You’ll most likely (if you haven’t set it up before) have to go into your Google Ad campaign and tell Google to not show your ad to any Gluten free-searchers. Yes, they are still muffins but from Tom & Jerry’s perspective your regular blueberry muffin ad, or blog post, is no longer relevant to their buying-intent.
Remember, in this example Tom & Jerry also want whatever company they end up clicking on to also deliver the muffins to their home. If your company does not provide the product or service (home delivery in this example) to the searching customer there’s no use trying to sell them what they’re not interested in. *exceptions to this can be within the Fortune 500 budget because you have thousands of dollars to spend on trying to convert them over time and just want all the eyeballs (however irrelevant) to see your ad or blog content.
To all other small and mid-sized businesses, relevancy within the search results is going to be your best friend.