How not to use Google Ads and Keywords

Google Ads is easy, keywords don't matter, and if you make a mistake Google won't charge you for clicks that didn't work. Right?

Totally wrong. I ran a couple of campaigns for a small company that I worked for and I had no idea what I was doing. Here are a few tips of things not to do.

First, don't use generic ads. People don't search generic search terms when they are looking to buy something. Your generic ads will only waste time and money. 

Second, do keyword research. If you think you know what people search for you are wrong. If you know what you would search to find something, you are probably still wrong. Look for specific keywords that relate only to your product or service. You don't want to waste money on people that are looking for something that is not quite what you sell.

Third, if you sell multiple items or services make an ad for each one. Use specific keywords and text directed at that customer. 

Forth, don't run more than one ad at a time with similar keywords. Google loves to make money on newbies that end up bidding against themselves and spending their whole budget at once.

Last, start small and test often. You can lose a lot of money very quickly if you jump in before you understand how it all works.