If you are using Google Ads as one of your means in reaching and targetting your potential customers but it is not succeeding, then you may be using the Google Ads mistakes that you should be avoiding.
You will no doubt want to achieve maximum return on investment for the phrases or keywords that are most applicable and relevant to your business.
It is essential that you avoid certain mistakes that could result in poorly performing campaigns. These mistakes are discussed here:
1. Not Optimizing For Negative Keywords
Regardless of the match types your keywords use, you’re likely going to match to queries that aren’t a good fit for your business. You can tell Google you don’t want to have your ad triggered for these searches by adding negative keywords.
A quick example to illustrate. You’re selling t-shirts and someone searches for “free t-shirts.” If your t-shirts aren’t free (which I hope they’re not,) you likely need to add “free” as a negative keyword to your campaign so you don’t have your ad shown for people searching for free items.
2. Not Taking Advantage Of Google Ads Extensions
Ad extensions is a collective term for various types of additional information that can be displayed underneath or alongside your standard Google Ads advert. These ad extensions allow you to include things like your street address, your phone number, your key USPs, or a list of your main services as extra lines of ad text.
By using ad extensions you are able to give searchers extra information about your business, and this may encourage them to click your ad. Ad extensions also make your ad physically larger and more prominent which, again, increases the chances of it being clicked.
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 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.
4. Not Including Relevant Keywords In Your Ad
If you’re creating descriptive ad copy, it’s very important that you strive to inject your keywords or phrases into your description and title whilst maintaining a delicate balance between relevance and clarity. However, your ad copy must be tailored in such a way that as your visitors read it; they understand perfectly well what they can expect when they click on your ad.
5. Not Using Relevant 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.