18 Aug, 2023

4 Crucial Mistakes You Shouldn’t Make on Google Ads

4 Cruicial mistakes to avoid 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. It’s a good thing that 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 almost immediately 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 precisely what you are doing. 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 what 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 using 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

Match types in online advertising, such as Google Ads, define how keywords trigger the display of your ads. They determine the extent to which a user’s search query must align with your chosen keywords for your ad to show. The different match types include broad match, modified broad match, phrase match, and exact match.

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 in irrelevant searches.

You should avoid using broad-match keywords. If you do, Google is likely to display your ads for whatever it deems relevant. For example, let’s say you offer gardening services. If you use broad-match for 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. For example, your ads could appear for searches about the soil used for gardening, which may be something you don’t offer. However, you could opt for specific match types to ensure your ads align solely with pertinent searches.

Match Types

3. Using only one ad per ad 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 understand which of them works well with specific segments of your target audience.

Campaign Structure

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 influence users to convert. 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, 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 low quality, which will cause your cost-per-click to increase, as Google wants to prioritise the best adverts in the bidding process.

Another simple yet often overlooked mistake besides combining display and search campaigns is leaving the global ad setting enabled on Google Ads. When this setting is on, Google will display your ads anywhere in the world, which can easily drain your budget without producing much results. Adjust your search targeting settings to ensure your ads are only being displayed in relevant locations and to your target audiences.

Search vs Display

Be Careful When Running Google Ads

Managing a Google Ads campaign is an effective way to supplement your ongoing efforts to obtain as much web traffic as possible. However, like when using other digital marketing strategies, you have to take real care 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.

The Role of AI in Google Ads Success

Artificial intelligence (AI) has revolutionised the digital marketing landscape, and Google Ads is no exception. With AI, your campaign management is infused with unprecedented insights, efficiency, and precision. Here’s how AI-driven strategies can help you avoid pitfalls and optimise your Google Ads endeavours:

1. AI-Enhanced Keyword Strategies

Keyword selection lies at the heart of Google Ads’ success. AI-powered tools analyse vast datasets to identify the most relevant and effective keywords for your campaign. By avoiding keyword overload and focusing on high-converting terms, AI ensures that your ads resonate with the right audience, boosting your click-through rates and conversions.

2. Dynamic Ad Creation

AI enables dynamic ad creation, where ads are tailored in real-time based on users’ search queries, demographics, and browsing behaviour. This level of personalisation increases engagement and relevance, ultimately leading to higher conversion rates. AI algorithms identify the best-performing ad variations, allowing you to refine your messaging for optimal results.

3. Smart Bidding Strategies

You can optimise your ad spend by automatically adjusting bids based on various factors such as user behaviour, device, location, and time of day. This real-time optimisation ensures that your budget is allocated where it matters most, maximising ROI and reducing wasted spending on irrelevant clicks.

4. Audience Insights and Segmentation

Use AI-powered analytics to determine your users’ behaviour and preferences, helping you identify distinct audience segments. This segmentation allows you to tailor your ad content, CTAs, and landing pages to different audience groups, delivering a more personalised experience and higher conversion rates.

5. Predictive Analysis

AI algorithms analyse historical data to predict trends, seasonal patterns, and potential campaign outcomes. This predictive analysis empowers you to proactively adjust your strategy, ensuring your ads are strategically positioned to capture peak demand and capitalise on emerging opportunities.

Navigating Google Ads with AI-Powered Precision

Integrating artificial intelligence into your Google Ads strategy empowers you to navigate the complex landscape with unprecedented precision. By harnessing AI’s ability to process vast amounts of data and deliver actionable insights, you can refine your campaigns, avoid common mistakes, and achieve exceptional results.

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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