Google ads are a great digital marketing tool because of the placement & exposure it reaches. However, for many business marketers who are trying to cross their brands over from traditional to digital media, furrowing the ads manager in search of the perfect elements to optimize a brand, a product or a service, can be tricky due to the fact that there are over a dozen pivotal components to consider.
Before starting a campaign, one must be aware that Google ads are not designed to promote companies without guaranteed returns; therefore, a business’s goal should always be to make at least $2 dollars for every single they invest in digital advertising. It is also important to note that, as of surveys done during the first half of 2019:
- 49% of people stated they do click on Google ads that pop-up during their key phrase searches.
- 31% of searchers click on Google ads that appear before them based on their interests, ages, gender, location, income level & activities.
- 16% of people watch at least half or one third of video ads that appear before their YouTube or network video streams.
- Google ads have 30% more chances of being clicked on than organic results from buying keywords. The previous, because Google ads get 65% of clicks, while organic results only get 35% of them.
- The first 3 ads on the ranking get 41% of total clicks. That means well over half the landing pages available in buying keywords search results do not get any of the potential visits & conversions available every day.
- Last, but certainly not least, over 70% of millennial clickers appreciate when products from Google ads can be clicked on for direct purchases.
Despite the above, there is a downside to the improper creation of Google ads, because ad blocking in the USA has doubled up from 15% in 2014 to 30% in 2019; so companies ought to be more careful than ever, to avoid making the following 6 Google ads mistakes—in order to protect their conversions.
Keywords are the most essential element of Google ads; therefore, their update & maintenance cannot be overlooked if campaigns are expected to keep on converting as time goes by, as recurrent customers settle in engagement, &/or as a brand continues to expand to greener pastures.
The rookiest mistake of keyword duplication is that brands tend to watch their singled out keywords, but not the phrases that encompass them, so most easy-going marketers use the same word on a wide variety of matching phrases, that belong in different groups. This can work & generate profit for a while, but duplicating phrases from past Google ads campaigns to different demographics may result in PPC (pay-per-click) increase, & effectiveness decrease, if adaptation to each ad’s demographic is not monitored periodically.
2.Overlooking Keyword Sculpting
For those who are unfamiliar with the term, keyword sculpting refers to the act of matching bided keywords to queries or phrases that are closest to a product or service’s offering.
Skipping or overlooking keyword sculpting, as well as replacing its manual creation for Google’s automatic matching, often allows keyword phrases to be used in ad groups with different contexts & levels of performance, which:
- May result in the placement of your Google ads in front of an irrelevant audience.
- May result in the affection of your campaign’s overall performance; its conversion & your business’s ROI.
3.Google Ads Performance Analysis
Google ads may promote itself as a tool that will grab your business by the hand & guide it through every step of the way to marketing stardom; however, as all tools that are known for requiring professional assistance, Google ads has areas that are silently latched on to your campaigns without any mention of their existence, their importance, their management or their custom set up; Search Partners & Display Select are Google ads ghost latched-on areas.
On the one hand, Search Partners is used to look for keyword associations on Google’s data base &, though it can work just fine without custom set up in some cases, it has a 50/50 chance of working properly in its automatic version. Therefore, it’s best to evaluate it, & individually set it up, every time a campaign is due.
On the other hand, agency experts consider Display Select to be best off on its own. Meaning it works at its fullest potential when it is used on Google ads that do NOT include any third party service or additional primary ads manager tool.
4.Testing Campaigns with Google Ads
Known as one of the eternal must do’s, testing campaigns for 2 to 3 weeks, before making any adjustments to them, is something many beginners DO NOT do, because they make the rookie mistake of starting to make changes too soon, in hopes of bettering their initial numbers. However, they don’t take into account that the most important part of the start of a campaign is not ROI or conversion, but data compilation. Steady test rotation allows data compilation that furtherly allows campaign sharpening, before heavy budget insertion.
If a competitor’s ad set is working better than yours, the biggest mistake your business can make is not to analyze their moves in search of relevant elements that can help enhance or sharpen your campaign. Do not be afraid to watch their moves & grab a thing or two, in the digital world everything is out there for the taking.
6.Look Out for Outside Areas
Selecting your locations, as specifically as possible, is crucial when trying to avoid detriment in an ads set, because the ads manager location tool has a preselected option of “outside areas” that can broaden your reach, but lower your performance, by showcasing your ad to irrelevant audiences. Make sure outside areas favor your campaign, & if they don’t, be sure to remove them during your trial period.