If you offer a service or a product, but your website doesn’t have any traffic, it is very likely that your business is not reaching its full potential. If you choose to take the long route, you can start creating content and attracting organic traffic through SEO. But if you want relatively fast results, go for paid advertisements. Google Ads is one of the most popular forms of paid advertisement. Both new and established businesses use Google Ads to achieve different goals like increasing brand awareness, generating leads, and boosting profits. But there are various mistakes made by marketers that cause them to lose money. If you’re a novice marketer, there are numerous Google Ad mistakes to avoid.
How Google Ads Work
At every second, millions of people are searching for information on Google. Out of these massive users, you can target certain audiences interested in your products or services and get them to convert to customers. Their advertising platform equips you with the necessary tools you need to craft a successful campaign.
Many business owners rely on Google Ads to drive traffic and boost sales. Most people use Google’s pay-per-click or pay per impressions, and their advertisements appear on search engines when relevant keywords are entered. It’s extremely important to elevate your quality score and the bid amount.
Some of the factors determining your quality score include the connection between your ad and what your target audience is looking for, previous click-through rates of your targeted keywords, and budget. Google Ads helps you achieve quick results.
Google Ads Mistakes
The success of your marketing campaign via Google hinges upon getting everything right. The following some of the common Google Ads mistakes that you need to avoid:
1. Poor Keyword Research
Say you have a jewelry store, your keywords need to be ultra-targeted, but then it would be improper to use dead keywords. This is typically the result of hasty decisions. Marketers can use various tools to research appropriate keywords. Using the right keywords is a critical element in running a successful marketing campaign.
2. Poor-Quality Ads
Internet users are bombarded by so many distractions. And so, your ad needs to contain all the best qualities so that it attracts the attention of your target audience. However, if you don’t make an effort to create a quality ad, you end up limiting your campaign. Typically, ads need to be creative, ingenious, appealing, simple, and persuasive. Some people decide to do everything, and the results are just bad. If you lack the skills, you can always hire experienced copywriters and designers to ensure that you have an outstanding ad.
3. Set and Forget System
Some marketers seem to hold the notion that they can set a marketing campaign and forget about it, and their conversions will always be good. But the truth is that you have to be hands-on, as there are many factors that keep changing, thus necessitating campaign tweaks. You have to analyze and optimize constantly. Of course, you can use automation, but it should not excuse you from never having to analyze your campaign again.
4. Not Using Negative Keywords
The volume of queries on search engines is extraordinary. But you can use negative keywords to deter your ad from showing up against certain keywords and search phrases. It enables you to target your audience extremely well. You can use different tools to find negative keywords.
5. Using Just 1 Ad Variation for Every Ad Group
Sometimes you might believe that you have created a perfect ad that is invisible to Google’s Ad Rank algorithm. But you wouldn’t know what really works unless you tested different ads. And so, ensure that you have at least 3 variations for every ad group. This grants you a chance to analyze ad performance and optimize them for maximum gain.
6. Not Bidding On Your Brand
Different marketing experts hold different opinions about this. But our position is that it’s critical for a business to bid on its own brand for the sake of raising brand visibility and avoiding losing to competition. This is especially important if your business is already established.
7. Ignoring Regional Trends
If your product or service is targeted to a specific geographical location, then focus on just that. But if your product has mass appeal, you need to tap into regional trends. You can use different tools to ensure your services and products are aligned with the region.
8. Not Making Use of Experiments
This feature allows you to test different things like landing pages, keywords, and ad copies. The more you perform tests, the more insight you gain, which helps you achieve outstanding results.
9. Failure to Optimize Remarketing Campaigns
Remarketing is the process of targeting people who have already interacted with your website. The assumption here is that if they visit your website, they are interested in your products or services. Therefore remarketing allows you to be top of mind giving you a better chance to convert. Using certain tools, remarketing is executed to boost conversions.