Similar to other types of marketing errors, making mistakes with Google advertisements will have a negative impact on your online shop expenditure rather than boosting sales. Costly Google Ads Mistakes Even if your company operates only online, it does not exempt your marketing from the same pitfalls that are associated with offline endeavors. Gaining a strong grasp of the platform will need you to get familiar with the full potential of Google AdWords.
Here are 5 costly Google Ads Mistakes and how to avoid them;
1 – Failure to Optimize For Conversion Testing
It’s amazing how many ad campaigns are still put up without conversion testing.
Without this, you can’t tell how much it costs to get a lead or a sale from your campaigns, which keywords are generating sales and which aren’t…the list goes on.
Optimizing your Ads campaign for conversions is an easy method to increase your ROI and make the most of your money. Costly Google Ads Mistakes Navigate to the Settings -> Measurement -> Conversions menu.
Set up as many conversion activities as feasible as your action item.
2 -No Negative Keywords
The first error is to have no or few negative keywords in your campaign.
Negative keywords serve as a filter for irrelevant search phrases, thereby limiting clicks from terms unrelated to your product or service.
Negative keywords protect your advertising from being presented to those who aren’t interested in what you’re giving, and a lack of negative keywords might result in your cash being squandered on traffic from the incorrect sort of visitors. Costly Google Ads Mistakes
Your next step: Begin with a list of 50-100 negative keywords and keep refining it based on real search term data.
3 – Poor Keyword Research
There are a number of different types of keywords, which target a different spectrum of search terms.
The different match types are listed below with the keyword “Google Ads” used as an example:
How it looks: [Google Ads]
What it targets: Only the exact keyword as it appears or close variants.
Example of Terms Targeted: “Google Ads”, “Google Ad”.
How it looks: “Google Ads”
What it targets: Any keyword that contains “Google Ads”, in that word order.
Example of Terms Targeted: “Google Ads tutorial”, “I need help with Google Ads”
Broad Match Modified
How it looks: +Google +Ads
What it targets: Keywords that include the words that have a plus sign next to them, in any word order.
Example of Terms Targeted: “How do I place Ads on Google”, “What are the Google Ads best practices”
How it looks: Google Ads
What it targets: Any term deemed by the Google algorithm to be related to Google Ads, but this term does not need to contain the word “Google” or “Ads”.
Example of Terms Targeted: “pay per click advertising”, “Bing Ads”.
Your next step: Select the right keywords and the right match types; the quality of clicks is far more important than the quantity
4. Making Just One Different Version of Your Ad
Another frequent error made in Google Ads is to create only one advertisement for each ad group or just one advertisement with a single variant. It is crucial to design numerous different ads for each ad group if you want to increase your conversion rate while keeping your expenditures as low as possible.
It is vital to obtain multiple different ad versions and try them out to see which one converts better, even if you are using the same headline or the same description for all of your ads. Once you have identified one advertisement that is likely to be successful, you may put the other ads on hold and concentrate on developing a variant of the winning ad. Costly Google Ads Mistakes After that, you may proceed with the split testing.
Your next step is to strive for a minimum of two ad copies per ad group, and three is preferable.
5. Not Testing Bidding Strategies
In 2018, there are so many different bid tactics to choose from that it may seem to be an extremely difficult process to choose the one that is best suited to your needs. Costly Google Ads Mistakes Nevertheless, you should try at least a few different ones before settling on the one that best meets your requirements. Some advanced marketers choose to employ optimized conversions or improved CPC, even if the majority of advanced advertisers prefer to use manual CPC.
You will have a greater degree of long-term control over your bids if you use manual CPC. On the other hand, if you just intend on putting a campaign through its paces for a week or two, you can consider opting for a higher cost-per-click or increasing the number of clicks. Google is able to get the most number of clicks for the lowest feasible cost thanks to these bid tactics.
You should put the majority of your attention on two bid strategies: aiming CPA and targeting ROAS. Costly Google Ads Mistakes You are able to place bids in line with your intended Cost per Action or Return on Ad Spend thanks to these two different bid tactics. To put it another way, it will make it possible for you to spend just the proper amount of money on advertisements to achieve your ROI and make the most of your investment. Costly Google Ads Mistakes
Your next step: Because there is no one optimal strategy for bidding, you will need to experiment with a variety of approaches before arriving at the optimal one for you.