GOOGLE ADS TIP FOR TODAY: Check your Google AdsCampaign/s are restricted only to the Geographics you serve (Campaign >  Settings) - else you're likely wasting 80% of your budget (usually £100's per month).

On average, I see companies (big & small) waste 60% - 80% of their Google Ad Budget.

Largest cuplerates? ... Loose Geographics, Vague Campaign Structure (keywords are all in onecampaign/adgroup), lack of Negative Match Words (usually non-existent).

IN SHORT: "Restrict all your Broad Matches into/via a separate Campaign budget."

I BELIEVE THERE's ALWAYS A FORMULAE...
Whilst I appreciate some consultant's articles will state 'there's no right or wrong answer' to "How should one apportion % of broad, phrase and exact?", I am certain there is always a method in which one can implement 'Damage Limitation', in this case your AdWords wasted spend.

Let's face it... we've all wasted money on AdWords, some people know how and where the wastage happened, some might even get better at 'reducing' (not eliminating) it happening again, but most don't even know where to look (BTW.if you're the latter goto Campaign > Keywords > Keyword Details > Search Terms > All).

MY SOLUTION: Whilst 'finding new variations' via broad (or loose) matchtypes is key to your Adwords Campaign success, you can limit your resulting potentially wasted spend, by capping a portion of your budget via a "learning campaign".

MY SIMPLE EXAMPLE (I HOPE)...
One has a £500 monthly click spend budget. One apportions it as follows...
Campaign 1 (tight campaign): Set to 70% budget + Contains tighter matchtypes / phrases.
Campaign 2 (learner/open campaign):  Set to 30% budget + Contains looser matchtypes / keywords.

ELABORATING MY ABOVE EXAMPLE...
Campaign 1 (£350): Includes ONLY long-tail keywords (3+word sentences) of ONLY matchtype 'phrase' or 'exact'.
Campaign 2 (£150): Include ONLY short-tail keywords (3 or less) of ONLY broad and/or broadmatch mixtures.

IF PERFORMANCE IS UNSATISFACTORY...
You simply apportion your budgets by: Risk Adverseness/Comfort vs. Desire to Learn New Keyword Variations.

That is, if you're unhappy with the rate at which your campaign is finding new Keyword Variations (and therefore market opportunities), then you simply decide whether to: 1.Shift your % 'budget weight' toward Campaign 2 (lessening Campaign 1), OR,  2.You simply find more monthly budget else accept speed rate of Campaign 2's newly learned data.

I would love your thoughts!  Do comment below or get in touch

Steve Walters.
Small Business Helper.
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