A solid Google Ads strategy is great for increasing leads and sales. With transparent and immediate results, the benefits can be abundant.
This is digital marketing strategy which can bring great results with patience and attention. That’s why Google Ads should be an important part of your marketing strategy.
But before you rush with the Google Ads strategy, let’s investigate common mistakes that risk harming your business rather than helping it.
Do not be afraid. These mistakes can be easily avoided. That’s why we’ve put together this guide to make sure you get the most out of your Google Ads strategy without wasting time and money.
So, read on for 10 mistakes in the Google Ads strategy that will leave you without a job (and how to fix them).
What exactly are Google ads?
Before we look at some of the common Google AdS errors that businesses make, let’s make sure we understand which ones Google Ads are.
Google Ads is a pay-per-click advertising platform that lets you place ads on the Google search results page. These ads hope to increase sales and revenue by increasing visibility and traffic to your website.
So if you want to take advantage 3.5 billion daily Google search and quickly attract the attention of potential customers, there is no better way to start than by setting up a Google Ads strategy now!
The benefits of Google AdS are numerous and include:
Fortunately, most mistakes made with Google Ads can be easily avoided. And with 63% people who claim to click on paid ads in Google search results, it is clear why these errors need to be corrected.
So, let’s jump to the 10 bugs of the Google Ads strategy that will leave you without a job (and how to fix them).
1. Do not separate your Display Network and Search Network
When you start a new Google Ads campaign, the software automatically places your search campaigns on the Display Network to expand your reach.
The problem is that display ads result in many more ad impressions, but fewer clicks, usually because the reader is viewing other content on the page. Therefore, this type of advertising results in a low clickthrough rate (CTR), and if combined with your ads on the search network, it will reduce the overall CTR of your ad campaign and affect your Quality Score.
To avoid this, create a search-only campaign and another to display. This will improve the performance of your ad. It also means you can better customize your ads for each platform.
2. Lack of negative keywords
Negative keywords allow you to exclude search terms from your campaigns to focus only on keywords that are relevant to your target audience.
Better targeting will put your ad ahead of those who are interested and increase your ROI. In other words, achieving a highly targeted campaign involves choosing what not to target.
Not using negative keywords in your Google Ads campaign can be fatal. Here is an example:
Let’s say you are targeting “dessert ideas” for a food company. You don’t want Google to associate this with ideas about what to do in the Sahara Desert. Therefore, we use negative keywords to prevent untargeted clicks:
Use Google Suggestions to see what people are looking for. Your negative keyword list is your friend. This will allow you to gain more qualified leads and discredit those who are unlikely to convert. If you are looking for “definition of rejection rate”, You can discover how to check if it has shrunk in Google Ads.
In turn, this will prevent you from spending money on your Google Ads strategy.
3. Optimization failure for conversion testing
You’d be surprised how many Google Ads campaigns don’t have conversion testing introduced.
Without it, there is no way to definitely calculate your costs, which keywords work (and which don’t), etc. So, to get the most out of your ads and increase your revenue, you need to optimize your campaign for conversions.
To do so, click “Settings”, then “Measurement”, then “Conversions”. Now be sure to add all the possible conversion actions that people can take on your platform. Conversion actions may include:
- Subscribe to the newsletter
- Download the free or trial version
- Submission of the form
- New subscriber from outgoing creation of potential customers
The whole purpose of Google Adsa is to generate new leads and increase sales. If you fail to optimize your conversion campaign, expect to fail.
4. Use only one ad variation
Creating several ad variations for each ad group is crucial if you want to increase conversions and reduce costs.
Having a number of ad variations allows you to test what works best. If you are selling an e-book on how to implement the BYOD policy, have the phrase “what is byod”In one variant, but try to“ bring your device ”in another.
From here, you can continue with split testing and perfect which variation drives the most traffic. Many companies waste time on just one ad, but that doesn’t provide enough room for improvement.
You won’t make it the first time. Enjoy the process of adjusting ad variations. Target about three ad variations per ad group.
5. Poor keyword research
Poor keyword research is the downfall of many Google Ads campaigns.
You can’t guess keywords. There are many keyword tools available online to help you find exactly what people are looking for.
Go beyond keywords, make sure you choose the best match type for your chosen keywords. Stay away from the broad match option. While this may seem lucrative, broad-matched keyword variations will simply reduce CTR traffic from irrelevant sources.
For example, if you needed advice to improve customer support for your automotive business, you simply have “methods of providing services to customersIt could give results on how to work as a waiter or waitress. Wide types of matches will increase costs and reduce your score.
Keyword matching types are vital to mastering Google Adsense. Don’t prepare, prepare for failure.
6. Do not test your offers
Your bid sets an X amount to pay per click / customer / percentage of revenue.
If you set your bids too high, you can rank higher, but your budget will quickly disappear. It is expensive!
But set your bids too low, and while you can get better ROI, you won’t generate as many new leads. It’s a bit of balancing that requires some knowledge.
The two bidding strategies to consider are “targeted click-through action” and “targeted refund.” These strategies will help you bid according to the perfect cost-per-action or return on advertising investment.
Simply put, this will allow you to spend only the ideal amount to get a return on investment and maximize your investment.
However, remember that there are many bidding strategies. Explore what works best for you.
7. Do not use the ‘search terms report’ feature
This tip is a less common mistake, but a more hidden bonus!
Often unused, perhaps unknown, but extremely valuable, the “search terms report” shows exactly which search phrases drive traffic to your website. For example, let’s say the expression “google ads APIIt brings traffic to your website. You can add these keywords directly to the ad group. You can also place an exact negative match on phrases that you think are irrelevant.
Using this feature is important to save money and time on clicks that will not convert. Sometimes, reversing the happiness of a failed ad campaign simply involves correcting the lack of negative keywords that are associated with too many broad matches.
We hope that Google will make the Search Terms Report feature more visible in future versions of Google AdS.
8. You are not reporting your ads enough
Now that your ad has been published, don’t just ignore it and expect things to work that way Influencer whitelists.
You need to check your ads regularly to optimize their performance. As trends change and new websites are created, you will need to keep up with this ad customization to suit you.
Whether you opt for a daily or weekly program, be sure to sign in to your Google Ads account and check the performance of your ad. Pay attention to metrics such as:
- Click on keywords
- Quality ratings
This will give you an edge over any competition that doesn’t update their ads regularly. So check out your ads now and rank higher on Google.
9. Check your links
Too often, the Google ad you click takes you to the wrong or wrong page. This will dramatically reduce your rank.
Do your links work? Do they lead users to the most relevant site?
If the user requested “LinkedIn addressTo find tips for your LinkedIn profile, link them to a free e-book download instead of a generic homepage. Remember, it’s all about those keywords.
10. Not paying attention to regional trends
While a restaurant can target its ads to its local area, a larger business could test a larger area for its ads. This can be as small as a city or as large as the world.
Finally, regardless of your size and expectations, paying attention to regional trends in your results will allow you to gather data to determine the places with the best price until conversion.
Then you could reduce your focus on these places or try to improve your efforts to get traction.
A good Google Ads strategy requires patience and dedication. Correct it properly and reap the benefits of a cost-effective and long-term marketing strategy that increases leads and conversions.
However, make a mistake and risk serious consequences for your business.
We hope this guide has equipped you better to avoid some of the most common mistakes about Google Ads strategies.