Ads provided by Google enable's you to appear more prominently in search results for a selected product or service and grow your business more efficiently.
You can waste thousands of dollars a month if your campaigns are poorly configured, even though showing up on the first page of Google with Google Ads is a step in the right direction. Let’s take a look at the most common mistakes pubs make
when running Google Ads, and how to fix them
1. (Bring them home) Sending Ad Clicks to Your Home Page
We see this mistake a lot. You will find general information about your business on your home page that has nothing to do with your ad when someone clicks on the product or service specific
advertisement. You might find them clicking through your navigation to reach the information you promised in your ad, becoming frustrated trying to figure out how they got there. Eventually, they will move on, and you will pay for that wasted click.
The solution: Ensure your landing page has a headline that matches your ad to ensure your audience feels they've arrived at the right place. It's important to have the landing page clearly related to the ad, in order to provide your visitor with the information they are interested in.
2. Unorganized Ad Groups
To keep things simple, you might have created a single general group to run the ads. This group is now stuffed full of all kinds of keywords as you keep adding new keywords to it over time.
The result of this could be that you end up with one search term matching multiple different ad
groups when you later create another group and add some of the same search terms that you already had in the general group. Having this disorganization in grouping makes ad performance tracking very difficult.
The Solution: (CLARITY) Create a tight theme for each ad group. Separate the keywords into different ad groups
even if they are synonyms so you can easily evaluate what performs best and optimize accordingly. You also want to ensure that your advertisements are aligned with what you are testing for the user by organizing your ad groups into themes.
3. Messy Keyword Matching
There are several reasons why you might choose to use broad match keywords in your ad's when you create them for the first time.
No doubt figured "I'll make it as broad as possible in order to get more hits" BUT it's because of this you will be spending more money, which is good for Google, as they bank off, of it.
Broad Match can be
useful when finding new keywords to bid on, but separate campaigns and a small budget should be set aside to do so. To determine which keywords you wish to bid on, you should do keyword research, so broad match should be used very sparingly.
The Solution: You can improve your results and budget control by using other keyword match alternatives:
This
modifier shows your ad for search terms with the keywords you designate using the "+" sign. Make sure your keywords are not too broad, however. Keep it more specific by using a phrase match.
Alternatively,
you can choose Exact Match. It is still more accurate to track ad performance using exact match, even though your ads may appear for close variations or searches that match the intent of the keyword.
4. A lack of conversion tracking
It can be difficult to determine Google Ads' impact on your business if you don't track conversions at all.
The other types of tracking can be helpful when analyzing your website's performance overall, but not when tracking ads. Conversions include things such as viewed
specific pages, scrolled 80% down the page, and visited multiple pages.
A conversion occurs when a form is filled out, a call is made, a chat is started, a quote is requested, or an order is placed.
The Solution: Optimize your campaigns based on real conversions and only track the actions that generate leads.
Take a look at the keyword performance and decide what's working and what's not and adjust accordingly.
In order to maximize the return on your investment from Google advertising, the ads need to be set up properly. It may take some time, but it will be worthwhile if you correct any of the mistakes in this post.
