With so many options for digital marketing, it can be hard to figure out which ones are best. Luckily paid search campaigns offer one of the quickest lead generation tools on market and getting started is easy.
Google Ads is a fantastic way to get your unique offerings in front of millions. The problem? Sometimes things go wrong and you could be wasting precious ad spend! Here’s how Google can help fix that issue with some simple changes…
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1. Use conversion tracking.
Marketing is a juggling act. But you can easily avoid missing the ball by forgetting about conversion tracking! If your ads are converting, then why not focus on what really matters and make sure everything else follows suit? To get started with Google Ads’ Conversion Tracking feature all that’s needed are some simple steps in setting up an account for syncing across platforms—and of course, having proper website code input regarding any domains where this will be implemented as well (for example if it could also affect other advertising accounts).
If you’re using both Google Analytics and Adwords, then it’s important to link all of your accounts. This will allow for tracking conversions in both services so that when an account isn’t performing as well we can find out why.
2. Keywords Are Too Broad.
The key to success for your Google Ads is making sure the keywords you use are specific and accurate. You also need ad copy that reflects what people search terms they’re likely looking up, as well as queries in their bid structure so it will be more appealing when someone clicks on them.
A significant issue that marketers can have when they use keywords that are too broad is that the keywords you’ve selected are triggering the ads, but the ads may not be specific enough for the viewer. So, the ads show up at the wrong time, your cost-per-click goes up, and your conversion rates fall. Failing to fix an ad that is performing poorly, for this reason, can negatively impact your quality score.
You can increase the performance of your ad by using targeted, specialist keywords. The general contractor who only does roofing might attract less traffic that way because people are more likely to click away from ads if they don’t offer anything specific for what you’re looking for. But when “roofer” becomes part of a key phrase in an online search engine (like Google), it will bring up more relevant results and leads.
The key challenge when it comes to choosing the right keywords for your ad is ensuring that those who see them need a similar product or service. You don’t want people searching on Google just because they are looking at their phone and happen upon an advertisement with “buy” in large type, so make sure what you’re advertising will benefit someone’s life – not yours!
3. You’re not using negative keywords.
When it comes to marketing, many have overlooked the power of negative keywords and gotten a poorly performing Google ad in the process. Don’t forget – use these correctly or risk being flippant with your money.
Negative keywords will make sure that only the right people see your ads. So, if you know there are certain words or phrases which should trigger a campaign restriction so as not to be wasted on unwanted traffic then simply add them into “negatives” for Google’s Ads Campaigns and watch those pesky users searching with targeted keystroke combinations never finding themselves at our site.
You might think that figuring out your negative keywords is an afterthought, but it’s actually a priority over configuring positive ones. Inaccurate campaign reporting will happen if you don’t identify the proper click-through rate for each of these phrases and use them accordingly to make sure accurate data gets collected from potential customers who are really interested in what they’re seeing.
For example, if you own an insurance business and people are searching for “insurance scams” then they will end up seeing your ad on the SERPs. So by identifying “scams” as a negative keyword in Google Adwords it’s possible to prevent this from happening because these terms aren’t suitable for broad match types which can lead potential customers towards fake advertisement sites or even harmful software like ransomware instead of genuine offers about policies with reputable insurers.
4. Change your match types.
When you don’t optimise your keywords for the right match types, it will bring an increased amount of unqualified traffic to your website.
The difference between phrase and an exact match is like day and night. Phrase-matching will let you use more specific language for targeting an ad audience, which means that it won’t include phrases or synonyms placed in the middle of your original keyword phrase; however, there are some negatives such as including common misspellings with this type of advertising strategy (unless they have been specifically designated). Exact Match allows people’s searches to trigger ads when performed by using keywords exactly how you want them—without any modifications.
5. Change location targeting.
You may not be getting the best results if you don’t have a large enough budget for location targeting. It’s possible to create highly optimised keywords, ad groups, and written ads but this will only work properly with an ample advertising spend in order to get conversions from potential customers.
Cutting a few locations from your targeting goals and instead of investing in them, you can dedicate more money to those regions if they are profitable or just give it up for that area. This will allow Google’s algorithm see an increased number of ads which could positively affect how well-located these specific areas show on search engine result pages (SERPs) as well improve their quality score so future customers won’t encounter any problems when searching online due too issues with content relatedness like this one has had before now.
Google Ads campaigns are scalable for any budget. You can scale up your ad performance and conversion rates until you have room in the budget, then expand.
When a Google Ads campaign doesn’t work or is not run correctly, you’ll see the negative impact on your business and bottom line. At Australian Internet Advertising we’re dedicated to getting positive results on all of our client’s online advertising campaigns. If you have noticed that your Google Ads campaign doesn’t work and is not performing, contact Australian Internet Advertising today and see just how quickly we can turn your Google Ads campaign around and get it working for you.
