people like that, we want to make sure that, if we’re going to be backing and saying that you know your stuff as far as AdWords goes, there are going to be some things that you have to adhere to. Recently, one of my agencies got certified, and then their certification got pulled, because then their accountant looked and it said, “Best practices unnoticed.” And so what that means is that their accounts aren’t functioning, and they are not being managed properly. And so one of the things that we’re looking at with best practices are key words and negative key words. And so let’s say that I have a few key words, and I’m doing a dentist campaign. I’m looking for a local dentist, and I have kids and I’m doing a pediatric dentist, and so I go to “local pediatric dentist.”
Well, it’s okay to have that key word in there, but you also want to have a list of negative key words to go with your list of key words that you’re going to be using as positive key words. Now positive key words are the key words that you want your potential prospects to use to find you on Google search, so that they can click on your ad and go to your page and call you or just go into your store. Negative key words are the search terms that you want to put in so that no one will see your ad So, if I’m a dentist I don’t want to have ads show up for someone that’s going to be…
Mike: Looking for a job there, right?
Jordan: Yeah, looking for a job or like, “I’m looking for a pediatric dentist job or pediatric dentist salary.” Those are not people we’re looking for. We’re looking for clients. We want to make money. We’re not trying to shell out money, right?
Jordan: Again, that’s the point.
Mike: And there will be a future podcast, but it’s so important that you guys talk about this every single podcast, because we’re trying to make sure that anyone who listens to this is able to be successful in growing their business with Google AdWords. We’re going to give as many tips and tricks, and occasionally we’ll go off on tangent, but we guarantee it’s relevant to help you grow your business.
Jordan: Absolutely, yeah. And negative key words- I can’t tell you how many times I run into this- no matter how many times I can say it, you’ll still see campaigns out there where someone is running a campaign, and I wasn’t getting the results that I wanted. I go and look at the campaign, look at the negatives, and the next thing I know, there is nothing in the negative key word lists. And they have all these searches for people that are looking for jobs, people that are doing research, people that are looking for reviews- we got all these sorts of stuff. Salaries, crazy stuff that has nothing to do with what their campaign was for- and then I look even at the worst part and say, “Well, how much have you spent on that click for that guy that was looking for a job as a dentist?” Lets see, and add those up, and let’s see how much. I mean, I looked at another campaign another day, and I found out that there’s no negative key words, and they had spent $5,000 on just garbage key words.
Mike: Their name.
Jordan: Yeah. Their name key words. If you’re doing key words for your own name, you want to be able to do something else different, and that’s called a branding campaign, and that’s something for a different podcast, but you want to make sure that you’re looking for customers and you try to drive sales. Drive your sales. Don’t brand your name. People know your name, hopefully.
Mike: Yeah, so…
Jordan: They know your name.
Mike: And we’ll probably finish with this, but to clarify that statement, what we’re talking about is that Jordan and I were working through a campaign last week where we had noticed that the client was implementing an AdWords campaign, and one of their ads was their name. And if you typed it in Google, they came up number one under the organic. If they’re coming up number one under the organic, you don’t need to brand yourself.
Jordan: Yes. Exactly.
Mike: They put a listing for you.
Jordan: These types are given.
Mike: Yeah. They’re looking for you, and so another potential consultant was trying to explain that it was a defensive measure, and I’m looking at it at 20% of their annual spending going, “You know what? They’re looking for you. I would take that 20% and grab other business. Because the one or two percent that you might risk isn’t worth it.”
Jordan: Exactly. Exactly. If you explain like that, it seems like a no brainer, but really it’s knowing the fundamentals of the game that we’re playing of AdWords, and if you don’t know the fundamentals you can get burned pretty badly, and so you want to make sure that you know at least 10% of what’s going to be going on before you start doing a campaign.
Mike: Well, Jordan, thank you so much for joining us on the first part of this podcast, and we’ll look forward to talking to you for every one that you do. I can’t thank you enough, and we’ll talk next week.
Jordan: Absolutely. Sounds good. I appreciate your time Mike, and I look forward to the next one.
Mike: All right. Take care, Jordan. Bye.
Jordan: You too. Bye, bye.
Speaker: This podcast was provided by Simple Steps IT Producers of the Google AdWords Foundation Series. Would you like your Google AdWords managed by a certified Google expert? Check out the services provided by Simple Steps IT at www.simplestepsit.com/googleservices.