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Why Running Google Ads is Like Bottle Flipping

Have you ever noticed how some people learn differently? My wife always says that if she can learn something through a song, she can remember it forever. On the other hand, I learn best through action. If someone shows me how to do something, I can usually pick it up quickly. It’s also how I prefer to teach—through demonstration.

So, how is bottle flipping like running a Google Ads campaign? Let me explain.

If you have children, you’ve probably been through the bottle-flipping craze. In case you’re unfamiliar, bottle flipping is the challenge of throwing a partially filled bottle into the air and attempting to land it upright. Wikipedia defines bottle flipping as “a trend that involved throwing a plastic bottle, typically partially full of liquid, into the air so that it rotates, in an attempt to land it upright on its base or cap.”

Sounds simple, right? But anyone who’s tried it knows there’s a catch—the bottle must have just the right amount of water for the flip to work. If the water level is off, you’ll end up with hours of failed attempts and a lot of frustration.

Now, let’s talk about Google Ads.

The Perfect Setup is Key

Just like bottle flipping, a successful Google Ads campaign requires the correct setup from the start. Without it, you’ll waste hours (or money) trying to see results, but none will come. Here are some common reasons Google Ads campaigns fail:

  • Using the Wrong Keywords: Choosing keywords that don’t align with your target audience.
  • Incorrect Keyword Match Types: Broad match vs. exact match can make a huge difference.
  • No Negative Keywords: Failing to exclude irrelevant search terms can drain your budget.
  • Weak Headlines: If your ads don’t capture attention, they won’t get clicks.
  • Poor Descriptions: A compelling description is crucial for convincing users to take action.
  • Missing Call-to-Action: Without a clear call to action (CTA), users may not know what to do next.
  • Incorrect Location Settings: Targeting the wrong geographic areas can reduce your ROI.
  • Poor Bid Strategy: Not optimising your bids can lead to overspending or missing valuable clicks.
  • No Assets: Extensions like sitelinks or call buttons are essential for increasing visibility.
  • Insufficient Budget: Either too low to see results or too high without focus.
  • No Conversion Tracking: Without tracking, you won’t know if your ads are delivering results.
  • Running Ads for Too Short a Time: Patience is key; Google Ads need time to perform.

Many businesses mistakenly think the secret to a successful Google Ads campaign is to spend more money. In reality, success comes from getting the setup right from the beginning.

The Bottle Flip Demo: A Lesson in Setup

Recently, I gave a presentation to my BNI group to demonstrate this very concept. I asked a volunteer to flip a bottle of water while I gave my 60-second pitch. However, the bottle I handed them was empty, setting them up for inevitable failure. Just like bottle flipping, you can’t expect a successful Google Ads campaign if the fundamentals aren’t in place.

The Fix is in the Details

The good news? With a few tweaks, a poorly performing Google Ads campaign can be transformed into one that drives a solid return on investment (ROI). The secret lies in preparation. Like the perfect bottle flip, getting the right balance in your Google Ads setup can make all the difference between endless frustration and flipping a win.

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