Nothing is worse than spending your Google Ads budget on irrelevant traffic. In fact, it’s very easy to end up empty pocketed with poorly managed pay per click (PPC) campaigns.
On the other hand, Google Ads can work as a powerful marketing tool when done right. Clicks, leads,customers. People clicking your ads, turning into leads and finally into paying customers. Sounds simple right?
Unfortunately driving qualified leads from Google Ads is often easier said than done. I have seen many businesses spending a vast amount of money on Google Ads with underwhelming results.
Every digital marketer makes mistakes and there is no perfect recipe for crafting the perfect Google Ads campaign.
We’ve listed the 8 most common mistakes that marketers make.
1. Ignoring important account settings
There are a few important things to keep in mind when first setting up your Google Ads account.
While Google Ads will let you track how your campaigns are performing in terms of clicks and conversions, integrating Google Analytics will let you track your marketing efforts at a deeper level. It simply allows you to track what people do once they land on your website. This can help you better understand whether your ads are showing up in front of the right audience and if your landing page is relevant to those who click on your ads.
One of the worst mistakes that many marketers make is not effectively measuring their marketing return on investment (ROI). Measuring ROI with Google Ads is relatively easy when you have set up conversion goals on Google Analytics.In short, conversion goal is a specific customer activity that brings value to your business. Depending on your business, it can be actions such as purchases,sign-ups, calls or alternative steps your customers take after clicking your ad.
When you set up conversions in the right way from the start, you can better track your campaigns’ performance.
Another important task to do while setting up Google Ads is to make sure to include tracking templates on your campaigns. Tracking templates can give you valuable information about your site visitors, where your clicks are coming from and whether your site traffic comes from Google Search Network or Display Network.
Just adding these two simple settings will allow you to better track your campaign performance.
2. Using too many keywords in one Ad group
Another mistake that many marketers make when creating new campaigns on Google Ads is using too many keywords in single Ad group.
I often see businesses placing multiple, unrelated keywords into one Ad group without realizing this method will flood them with irrelevant traffic.
To better explain this error, let’s take the term “lawyer” (one of the most competitive keywords on Google).Using the term “lawyer”, “immigration lawyer”,”divorce lawyer” or “real estate lawyer” in one single ad group will most probably result in irrelevant clicks and traffic since people searching for “real estate lawyer” might see your ads for “immigration lawyer”. To avoid this from happening, these keywords should be placed in individual Ad groups in order to maximize ad relevance.
In a perfect world, every Ad group would be a single keyword Ad group (SKAG). In short, SKAGS are Ad groups that target variations of one single keyword. SKAGS are the best and fastest way to boost your click-through-rates(CTR),ad relevance and quality score. In other words, people that are looking for your services online have a higher chance of clicking your ad since their search term matches the keyword used in your ad.
To sum up: SKAGS are efficient in many ways: they improve click-through rate(CTR), quality score and statistically have a lower cost per click.
So are there any drawbacks of using SKAGS?
There are a few. Creating SKAGS requires a longer set up time. However, Google Ads Editor allows you to implement SKAGS quickly and efficiently by simply adding,copying and pasting keywords and ads.
Besides spending a lot of time creating SKAGS, testing and result tracking can get harder when using multiple SKAGS. Since you are tracking multiple campaigns with single keywords, the amount of data will decrease and it can take longer to create visible results.
3. Not using the right keyword match types
Another factor used to define the success of your ads is using the right keyword match types.
While there are multiple different keyword strategies to use, it’s important to use the one that specifically works for your product. As a rule, you should always pick the match type that best describes what your potential customer is searching for.
To start with, you should be aware of the different keyword match types. Let’s imagine we want to advertise for “Men’s Shoes”.
This is how we would apply each different keyword match type:
- Broad match: Men’s Shoes. This can also match for misspellings, synonyms, related searches, and other relevant variations.
- Broad match modifier: +Men’s +shoes. Can also match with terms in any order and additional words can appear before, after, or between the terms.
- Phrase match: “Men’s Shoes”. Can include matches of the phrase and close variations. It may also include additional words before or after. For example Men’s black shoes.
- Exact match: [Men’s Shoes]. Matches for the exact term or close variations of the exact term with the same meaning.
One strategy that can be used when choosing the right keywords match types is called ” broad-to-narrow strategy”. Using this strategy you first start with broad match in order to gain a maximum amount of impressions on relevant searches. After you’ve monitored your campaigns and gathered some data, you might find that your ads are getting impressions on irrelevant variations of your keyword. This is when you should add negative keywords to prevent irrelevant clicks as well as add other keyword match types to increase the relevance of your keywords.
4. Irrelevant landing page
You have created ads that generate clicks. Great, that means you have successfully created relevant ads that drive traffic to your landing page.
Many marketers forget about the importance of post-click landing page experience.
In an ideal scenario, people land on your page and convert into paying customers. Conversely, people land on your page and leave as the page simply does not offer the solution the customers were seeking.
In either case, you should look at both, CTR and conversion rates and try to figure out whether it’s your ad or landing page that is not performing. If your ad has a good CTR it’most likely to indicate that your ad is relevant and appealing. However, if your conversion rates are still down, that might mean that your landing page is not performing as well as it could.
Creating a landing page that is relevant to your ad will most likely increase your conversion rate. Besides landing page relevance, your landing page should have a clear CTA (call to action) that helps drive conversions, mobile-optimized content and quick site speed.
5. Poor and irrelevant ad copies
Great ad copies can significantly increase your CTR.The most important thing to remember when writing ad copy is to make sure they are relevant to the keywords used in that ad group.
One of the best tips for writing a great ad copy is to make sure the keyword is always included in the ad.Preferably in the first headline to improve ad relevance, one of the factors determining your ad’s quality score.
My suggestion is to start creating different types of ad copies by changing and adding different variations of titles and descriptions.
Try to communicate your product’s value into the ad copy and how your offer is unique from competitors. Keep in mind that your competitors are out there competing with the same keywords – if you don’t make your ad stand out from others, you won’t get the desired results.
6. Ignoring ad extensions
Often advertisers spend a lot of time crafting a perfect ad without paying attention to extensions. But sooner or later it becomes clear that ad extensions can be highly impactful when it comes to PPC campaign performance.
Ad extensions are a great way to enhance your ads and help boost your CTR.Extensions can be as important as ad copies and should always be customized for every ad group. In fact, according to Google,enabling new ad extension typically increases CTR by 10-15%.
“Every type of ad extension that we offer is intended to benefit our users, which translates to a higher CTR for you. On average w