5 Google Ads Mistakes That Lose You Money

5 Google Ads Mistakes That Lose You Money

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.


          How to Exit the Facebook Ads Learning Phase Quicker

          How to Exit the Facebook Ads Learning Phase Quicker

          You may have noticed some of your campaigns are labelled “Learning limited.” When your campaigns are in the learning phase, Meta is still learning how to best deliver them, and your results may be limited.

          Exiting the learning phase can help lower your cost per action and optimise your ads faster. To get started, check out the top tips for leaving the learning phase.

          1. Ensure your campaign has sufficient budget

          Most campaigns need fifty optimisation events to exit the learning phase. Consider raising your budget to achieve fifty events faster.

          2. Limit your campaign edits

          Every time you make a significant edit to your campaign, it will reenter the learning phase. Try not to edit your campaign for at least a week to help it exit the learning phase.

          3. Consolidate your ad sets

          Make sure you don’t have multiple ad sets targeting the same audience, as this can lead to higher costs and competition with yourself. Consolidate your ad sets to give them the best chance to optimise.

          4. Ensure your audience is broad enough

          If your audience is too narrow, you might not get enough results to exit the learning phase. Try expanding your lookalike audience size, using detailed targeting expansion, or combining similar audiences into one ad set to reach more people.

          5. Use the lowest cost bid strategy

          Meta recommends lowest cost bidding for your campaign. The lowest cost bid strategy maximises the results you can get from your budget. If you have a cost cap or bid cap, you may want to increase them to get more results.

          6. Use campaign budget optimisation

          Another method for getting more results is combining your campaigns and using campaign budget optimisation, or CBO. CBO automatically manages your campaign budget across ad sets to get you the overall best results. You set one central campaign budget, which is distributed to your best-performing ad sets.

          7. Opt in to automatic placements

          Consider combining your ad sets, and opt in to automatic placements so Meta can serve your ads where they are most likely to perform.

          8. Wait before editing your campaigns

          It’s best to wait a week after making edits to your campaign to see if you’re able to exit the learning phase. Every time you edit your campaign, the learning phase restarts and the delivery system has to learn again, so it’s important not to edit too often.

          6 SEM Best Practices Growth Marketers Need To Master

          6 SEM Best Practices Growth Marketers Need To Master

          Growth marketing and growth hacking are terms you hear loosely thrown around.

          There are even job titles and functions that specialize in “growth hacking.”

          But, what does growth marketing actually mean?

          Simply put, growth marketing is finding and driving the right customers to your business. These are the people who are most likely to purchase from your brand – whether they’re at the top of the funnel or the bottom of the funnel.

          So, what’s the key to growth marketing in today’s world?

          Three words: search engine marketing (SEM).

          Not to be confused with just PPC or SEO, search marketing has proven time and time again to produce successful results.

          SEM is not a short-term effort: it’s an ongoing strategy to drive more qualified customers to conversion in the long term.

          Below are six best practices for winning at SEM in today’s market.

          1. Deliver Value Across The Decision Journey

          As the behavior of your fragmented customers evolves, your growth marketing plan should as well.

          Who are the customers behind all those clicks?

          Research from Microsoft Ads allows us to better understand the five distinct stages of purchase intent all customers share:

          • Awareness: Getting background information and buying landscape to become a more informed researcher.
          • Consideration: Exploring buying guides, recommendations, and products that meet basic criteria. Comparing a handful of products that meet the customer’s criteria, including ratings, reviews, features, and cost.
          • Conversion: Finding where to buy, then seeing pricing and promotions, availability, and local stores – eventually making a purchase.
          • Maintain: While already having a relationship with a brand, they may come across products or services in different areas that you provide.
          • Expand: The user is a satisfied customer and leaves reviews for your business, word of mouth to peers, etc. These people then go into the Awareness stage.

          2. Align Your Campaign & Business Goals

          Search can impact, and help you measure, your business goals.

          Be sure to align your SEM strategy with your campaign objectives:

          • Brand awareness and perception: Bid competitively on your non-brand, brand, and competitors’ keywords. Non-brand searches are the key to starting a journey: 69% of brand ad clicks are influenced by a non-brand search query. Searchers were 30% likelier to conduct a branded search after being exposed to a brand ad on a generic search query or a competitor’s branded query.
          • Win new customers: Consumers rely on search to inform purchase decisions. SEM can help with every stage of the decision process.
          • Drive sales: Search’s strength is driving conversions. It outperforms other marketing channels across devices in conversion rates.
          • Enter new markets: The ubiquity of search allows you to activate a cross-border marketing strategy that drives foot traffic with Location Extensions, gets more phone calls with Call Extensions, and increases ad clicks with Sitelink Extensions.

          3. Expand Your Marketing Funnel

          As our constant companion, search is no longer just a product – it’s a behavior.

          We turn to search at all times and in all places, whether on our desktops, laptops, tablets, or smartphones.

          Understanding how people search at different points on their purchase journeys opens the door to engaging your brand with this new audience.

          Having become an engine of insights, search now delivers influence throughout the five buying stages (awareness, consideration, conversion, maintain, and expand).

          SEM also reinforces your conversion funnel and unifies disparate marketing activities.

            4. Take Audience Targeting To The Next Level

            Right-time, right-place engagement alone is no longer enough to compel potential customers.

            You need to reach as many unique searchers as possible utilizing audience targeting.

            Step 1: Build richer buyer personas that consider these factors:

            • Behavioral: Past behaviors are useful for understanding consumers’ interests and their likelihood to purchase. To better measure user behavior, analyze activities across websites, searches, and content.
            • Demographic: Buying preferences are influenced by elementary but important factors that include age, gender, and location.
            • Contextual: Consumers often search at the moment. Analyzing where, when, and how they search can provide useful content for creating more impactful ad campaigns.

            Step 2: Choose keywords that align with the key stages and mindsets of your target customers:

            • Awareness: Keywords such as “What is” and “Benefits of” work best at this stage.
            • Consideration: Keywords such as “Buying guide” and “Models” work best at this stage.
            • Conversion: Keywords such as “Where” and “Coupon” work best at this stage.
            • Maintain: Keywords such as “Support” and “Experience” work best at this stage.
            • Experience: Keywords such as “Reviews” work best at this stage.

            5. Lift Other Investments With Paid Search

            Optimize your search efforts by combining organic search with a paid SEM strategy.

            • Search and social: Customers who click your paid search and social ads are likelier to buy and spend more. Strengthen your keyword coverage to get more impressions, and tailor your bidding strategy for commercial-related PPC campaigns.
            • Search and TV: Search volume spikes for days after a commercial airs. In a Catalyst Digital study, search volume spiked over 30% vs. the same day and times when a commercial did not run.
            • Search and display: Running search and display simultaneously can allow you to make the best decision on which channel drives the best results, which may be both according to Investis Digital.
            • Search and other channels: When Microsoft Ads is alone in the purchase path, purchases have a 27% higher order average order value than purchases not including Microsoft Ads, which also generate value when paired with other channels.

            6. Fight & Win The Battle For Paid Search Budget Share

            SEM still competes with other channels for a share of your marketing budget.

            So, bring along hard data that connects the dots between search engine marketing and business benefits.

            Your budget share battle plan involves three elements:

            Pick The Right Metrics To Measure SEM Impact

            Metrics provide an easy way to see what is and isn’t working.

            Your team can test, change, and optimize your brand’s SEM strategy for better results.

            Focus your reporting by identifying and tracking key performance indicators that reflect your business goals:

            • Acquiring new customers.
            • Driving foot traffic.
            • Getting more phone calls.
            • Increasing ad clicks.
            • Building your brand trust.
            • Expanding cross-border strategy.

            Separate SEM Impacts From Other Channels

            Know which channels drive your marketing results.

            Each sale is the culmination of a series of marketing touches that may involve several channels over the course of days, weeks, or even months.

            Attribution gets quite complex at times, so if you can prove campaigns with paid search delivers ROI and bottom-line results, you’ll unlock more budget and further optimize search performance.

            If you are still looking at conversions through a last-click attribution model, you could be vastly underestimating how other channels and tactics contribute to the overall success.

            Apply The Same Process To Allocate Budget Between Google Ads & Microsoft Ads

            This last piece falls into place when you analyze the paid click share and query that each SEM option represents within your industry.

            You’ll not only get your business in front of a large audience, but you’ll also be confident that your paid ads will lead to clicks.

            3 Key Content Marketing Strategies To Get Website Traffic From Month 1

            3 Key Content Marketing Strategies To Get Website Traffic From Month 1

            Successful content depends on these three keys, no matter the niche or industry.

            If your content falls short in any of these areas, you’ve identified your first problem.

            Key 1: Give The Readers What They Want

            Focus on the reader, and the search engines will focus on you.

            You’ve heard it time and time again in recent years: “Satisfy the search intent.”

            The good thing is – there’s nothing complicated about it.

            All you need to do is give the reader what they want, and need:

            • If your prospects want a review of a product, then give them a detailed review of the product.
            • If they want an answer to a question, give them the answer to that question as fast as possible.

            Key 2: Implement E-A-T

            E-A-T stands for “Expertise, Authoritativeness, and Trustworthiness.” It’s the ultimate summary for the perfect article.

            You can create this experience for your readers by publishing well-researched content that is backed by data, unique insights, and information that’s not easily accessible.

            Aside from this concept being strongly valued by Google, it just makes sense.

            Put yourself in the reader’s shoes.

            When you need help with something:

            • Wouldn’t you rather read content from someone who knows what they are talking about?
            • Wouldn’t you like information from someone with authority and high credibility?
            • Wouldn’t you stay away from someone that just regurgitates existing information on the internet?

            That’s what Google wants from your new site, and that’s what E-A-T is all about. 

            Key 3: Create Something New

            What makes your content different from everything else on the internet?

            To get placed on page 1 of Google, you just need to publish something better than the top 10 results on Google.

            There’s one way to achieve this: implement keys one and two.

            To really ramp up your content, here are a few more things you can implement to make your site more valuable:

            • Complementary videos.
            • Unique graphics and infographics.
            • Podcast features.
            • Interviews.
            • Case studies.
            • Audio.

            Once you have an understanding of these three keys, the rest comes naturally.