Google ads have their challenges and peculiarities together with the common mistakes that affect your website performance online. According to an article published in Search Engine Journal, the common blunders include muddled data output and spending thousands of marketing dollars due to some devious ad setting. These mistakes may not kill your Google ad account but too many things may happen at the same time, which leaves you perplexed.
Most of these issues, mistakes overlap and heap up on top of the other, creating messy results that lead nowhere when it comes to the best performance of your website and products online.
In this article, we will walk you through these five Google ads mistakes commonly occurring so that you can improve your performance in 2021. Read on to learn more or take a help from digital marketing agency Auckland.
Geotargeting in Google ads
It’s a tricky mistake you need to shun at all costs. While you plan to set up a new ad campaign, you need to pick geotargeting. You will find a tricky expansion menu several marketers choose below the Location option. When you open this, it shows the default way the search engine will display your ads. It implies that your Google ads will be displayed beyond your geographic target depending on the search engine’s meaning or description of a visitor showing location interest based on what you have selected.
Then, you need to figure out whether this method affects the results, and to determine it, you need to delve deeper into reporting and watch it divided by users in person in that location compared to when it simply user interest.
If you look in the Reports section, include a column for the type of location so that you can filter according to location interest or for that matter, physical location. If you notice that, the interest-based location is affecting your results, choose location settings and opt for the second radio button denoting presence. This option or setting will show your business to those physically based in your preferred area.
There was a time when you put a Google ads conversion tag right on the conversion web page. It was just that, nothing more. It is a simple method leaving little scope for mistakes or errors when it comes to your Google ads.
Then, things have changed today, as marketers make use of the conversion tags on the end number of web pages, introduce conversions from CRM applications such as Salesforce, bring in conversion actions from Google Analytics, and employ call tracking.
As far as this additional view of the conversion journey is concerned, it is extremely valuable, but also leads to much noise. It will become challenging to figure out when the conversions are double calculated, and even when the previous conversions are still showing up.
When all the conversions are part of cost per action (CPA) computations or for that matter, biddings algorithms, it adversely affects your bidding decision-making.
You need to check the conversions section in Google ads every three months as well as examine for things obsolete or redundant. Make sure the outdated elements are removed. You need to ask a couple of questions like:
- Must all parameters counted as a conversion in all computations or a couple of calculations
- What are you monitoring?
- Is anything remaining as a dead conversion that you must remove to make the conversion interface uncluttered?
- Where does the monitoring arise from, a goal introduced from Analytics, Google tag, or some imported file
Chaotic keyword matching
When it comes to wider match types, Google chooses the keyword (KW), a search phrase that is matching but not all the time picks the similar one every time. You conclude having a single KW that matches with several ad groups, commonly, with varying performance levels. The best way to go about it is by looking for KWs and employing a pivot table.
All you need to do is drop your KWs in and next, start the counting of ad groups. This way, it will display several ad groups a KW is matching with, in the first place. You may drop the ad group in, as a sub-field to the KW that would then come under every KW or search phrases that particular ad group it burst into.
This is a method to consider for wider matches specifically, but experts suggest doing it for all kinds of matches. As Google relaxed the match rules concerning precise matches, you will experience more revelations now than previously. Your goal, however, is to match with the best-performing matches. It implies setting the same as a precise match negative to the ad groups or for matter, campaigns where you would like to stop matching. It makes Google match the same the way you would like it to match.
Rejected or lost ad extensions
Several accounts have missing ad extensions, while a few face rejection. You may have seen the missing structured snippet extensions, rejected phone numbers, as well as unwanted review extensions.
Past the improved real estate, such extensions, provide marketers on the search engine results page, (SERP), they also assist to pre-succeed clicks better, for example, ‘starting at pricing’. These might also provide additional information to motivate a click from an online visitor.
Monitoring partner performance
Usually, a new search ad campaign will include Google Search Partners checked as a position. To be candid, this is not always a bad thing to happen. Did you know that a couple of times, partner sites result in a great, reduced cost per action or CPA? Make certain when you launch using it, you need to look as information mounts up to figure out how the same is performing. You may do this by selecting the segment feature in the top right area and then choosing the network.
Now that you have learned about the common Google ads mistakes, avoid them and work on your ad marketing for better results. These mistakes highlighted in this article will make you audit your account.