We’ll be the first to admit it: Google Ads (formerly known as Google AdWords) is difficult to master and requires continuous learning. Even seasoned advertisers can sometimes make mistakes when setting their Google Ads campaign and it’s not because of lack of experience. With so many variables influencing the success of your ad campaigns, one minor oversight can wreak havoc on your efforts and minimise your ROI.
Here is the good news, though: It gets easier with time to know what to pay attention to in order to avoid some costly mistakes.
With that in mind, here’s how to identify and avoid the major mistakes that can affect your search campaigns. Whether you are advertising your products on the Google search network or the Display Network, these tips can come in really handy.
Mistake #1: You Are Using the Wrong Keyword Match Type
One mistake we’ve seen often, especially among small business owners, is assuming that if their bid for their target keyword is high enough, then their ads will perform well. But, pouring lots of advertising dollars into Google’s bank account doesn’t guarantee a high return on investment (ROI,) especially if you are using the wrong keyword match types.
If your keywords are too broad, then Google may show your ad in unrelated searches. If, on the other hand, your keywords are too narrow, then you are limiting the number of searches your ads will appear in.
It’s important that you know not only the keywords that your audience is using to look for your products or services but also the intention behind their search. You should also be aware of the different keyword match types available:
● Broad Match – Your ad will appear in searches related to your keywords;
● Phrase Match – Google will show your ads for searches that include a phrase you chose;
● Exact Match – Google will only show your ads when certain keywords are used, such as brand keywords.
It can be difficult to find the Goldilocks with your keywords. One tip that can help you target more relevant keywords would be to use a broad match modifier. That way, your ads will be shown if the search phrases typed by users are in the exact or close variant to what you’ve targeted. Make sure to also include negative keywords to exclude unwanted clicks. For example, if you sell branded watches, you may want to exclude the keyword “cheap” and not generate clicks from people who are looking for affordable watches online.
Mistake #2 You Are Mixing Your Google Search and Display Network Campaigns
When setting your ad campaign in Google, you can choose the Google search network, the Display Network, or other third parties. As tempting as it may feel to have your ads displayed in as many places as possible, you need to understand how each network works and how it relates to your goals.
If your goal is to generate more leads, then you should choose to have your ads displayed on the search network as it can generate a higher conversion rate than the Display Network. The reason is that on the search network people are actively looking for your products or services and have a clear intent – to buy or to learn more about your business. On the Display Network, on the other hand, the intent is not really there. And, although Google will show your ad on websites that are relevant to your audience, the truth is that they are not actively searching for you.
Mistake #3: You Are Not Creating Multiple Ad Variations
One mistake that can drain your budget is not creating multiple ad variations for every ad group. When it comes to digital marketing, the secret is in the testing. You need to test different variations of your ads until you find the one that generates the highest conversions.
Use different headlines, ad copies, and CTAs to see which ad generates not only high click-through rates but conversions too.
Mistake #4 You Are Not Using Ad Extensions
Ad extensions are extra pieces of information that can give prospects more reasons to choose your business. An ad extension can be anything from making it possible to call the business from the ad, adding information about pricing, including an additional landing page, and so on.
One report from Google found that the ads that contain ad extensions get a 10%-15% CTR boost. The reason is that the extension adds more value to the ad and makes it easier for prospects to decide if your product or service is the right one for them.
Mistake #5: Your Ads and Landing Pages Are Not Connected
There’s an entire mechanism that Google puts into action (in real time, may we add) to determine if and where to show your ad. In addition to your bid (how much you are willing to pay for your target keywords,) Google will also look at your Quality Score. This is a rating that Google gives your ads based on several factors, such as your expected CTR, the landing page experience, and ad relevance.
One mistake we’ve noticed often is that advertisers tend to link their ads to their homepage or, in some cases, to their contact page. They think that by doing so, they will generate more clicks or get prospects to spend more time on their site and maybe shop more. In reality, you are getting just the opposite – a frustrated user who exits your site quickly because they couldn’t find what was promised in the ad.
If your ad promises users that they can find comfortable sportswear for women, then the moment they click on it they should land on a relevant landing page where they can find the products that actually interest them. And, if they like what they see, they might spend some more time browsing your site and shopping for other products too.
Do You Need Help Setting Up Profitable Google Ads Campaigns
It’s easy to make mistakes when setting your Google Ads campaign, especially if you are new to it and don’t have a good grasp of how it works and how all the elements influence each other. And, it’s understandable if you want all the help you can get.
Whether this is your first time advertising on Google or have done it before but are not completely satisfied with the results, at Australian Internet Advertising, we can help you create ads campaigns that can generate a positive ROI. We understand very well how this platform works, what it takes to generate conversions and revenue, and what mistakes can break your campaign and should be avoided at all costs. Our approach is holistic and hands-on, meaning that we take care of every step of the process and constantly monitor your campaigns to ensure that you are getting the best results.
Contact us now if you want to learn more about what we can do for you.