4 Crucial Mistakes You Shouldn’t Make on Google Ads
Obtaining a significant amount of organic web traffic provides a substantial boost to your online marketing efforts. However, ranking well on Google organically is often easier said than done. Good thing there is an effective way to supplement your efforts to drive more traffic to your site. By using Google Ads (formerly known as AdWords) to promote your brand or business, you can expand your reach, create brand awareness, and generate more leads for your site.
What to Avoid When Managing Google Ads
Similar to other digital marketing strategies, running Google Ads can cost you a lot of time and money if you don’t know what you’re doing correctly. To help you out, here are some of the most common mistakes you should avoid when running a paid search campaign on Google:
1. Using too many keywords
Keywords are an essential ingredient of any Google Ads campaign. They are the ones that link your ads to your prospects’ search, allowing you to reach your target customers or audience. While it is a good idea to use many keyword variations in your campaign, overdoing it may have an adverse effect.
It is a common practice to have the same theme in an ad group. To illustrate this point, let’s use the keyword “doctor” as an example. As you may know, there are different kinds of doctors. As such, you may be tempted to put the keywords “heart doctor” and “brain doctor” in the same ad group since they share the same theme (i.e., being doctors). However, doing so can make your ads unclear and incoherent. Just who exactly are you targeting with your ads? Are you targeting people who need a cardiologist or a neurologist?
Instead of lumping the above mentioned keywords together, separate them into more specific ad groups. For instance, you can create an ad with the keywords “heart doctor” and “heart doctor Northampton” to make your ads more effective.
2. Failing to select the right match type
Always choose the right match type for your keywords. Otherwise, you could end up spending more money than you should because your Google Ads are showing up for irrelevant searches.
In particular, you should avoid using broad match keywords. If you do, Google is likely to display your ads for whatever it thinks is relevant. For example, let’s say you offer gardening services. If you use the keyword “gardening” in your advertisements, there’s a risk that your ads will show up for all sorts of phrases related to this keyword. These include searches about the soil used for gardening, which is something you don’t offer.
3. Using only one ad per group
If you want to maximise the potential of Google Ads to attract web traffic, you should avoid making the mistake of using only one ad per group. Try to have at least three advertisements per ad group. This way, you’ll be able to perform tests and know which of them works well with specific segments of your target audience.
To make your ads more compelling, always include a call to action, or CTA. The CTA is the most vital part of your Google Ads because it helps boost conversions. If your ads don’t have it, you’re doing yourself a great disservice.
Be direct and specific with your CTAs by telling your audience exactly what they need to do. If you’re selling a particular product, use the word “buy,” “get,” or “shop” because they are the most popular CTAs in top-performing ads. If your goal is to obtain more leads, try the words “learn,” “discover,” or “sign up.”
4. Combining your display and search campaigns
Never make the mistake of combining display and search when managing Google Ads. Because Google makes money off your ads, it is only natural for the search giant to want to show your ads wherever it can. As such, your ads are set to show up on both the display and search networks by default.
When you start using Google Ads, make sure that you separate your display and search campaigns. Uncheck the default option to prevent your text ads from showing up on irrelevant websites instead of only when someone used your target keywords on Google. Otherwise, you are likely to incur substantial marketing expenses. Your ads could also end up being less relevant, which could result in them receiving fewer clicks. When this happens, Google will think that your ads are bad, which will cause you to pay more.
Be Careful When Running Google Ads
Managing a Google Ads campaign is an effective way to supplement your on-going efforts to obtain as much web traffic as possible. However, similar to when using other digital marketing strategies, you have to be extra careful to ensure that you won’t make unnecessary mistakes. In doing so, you can improve your chances of achieving success and, at the same time, avoid wasting your budget.
At Springhill Marketing, we are always happy to help you leverage the power of Google Ads to build better brand awareness and enjoy a more significant return on investment. If you need help running a successful and efficient Google Ads campaign, feel free to contact us anytime.
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