Common Google Ads Mistakes That Could Be Draining Your Resources
There’s no doubt about it. Google Ads have changed the internet advertising game for so many businesses and brands.
But despite the success a lot of people have from it, we can’t say that everybody’s getting all aces.
Some have tried Google AdWords in an effort to boost their digital marketing campaigns, but did not get the results they were expecting.
Some may have seen a little spike in their performance in terms of sales and lead generation, but are hoping to see more.
Some may also feel like they’ve nailed it, but could actually have more opportunities if only they knew how to maximize the actions they’re already doing.
Well, it’s about time you learned about common mistakes people commit when they launch Google Ad campaigns. This way, you can do some self-assessment and find that a-ha moment that will make you realize why you aren’t getting the results you can potentially have.
Mistake No. 1
Leaving the default settings that include Google search partners and the Google Display Network.
When you create a Google Ad campaign, there are default settings that automatically include the Search Network and the Display Network.
Though this may seem like a good idea to someone who’s just starting out on Google Ads, this could be a terrible mistake, and here’s why.
Let’s say your goal is lead generation. The Display Network is actually notorious for giving low conversion rates. This means that you might be pulling up your cost per acquisition without bringing in any clicks.
As for the Search Network, your ads will only appear on Google and its search partners – nowhere else. This means you could be passing up on some opportunities.
Selecting both at the same time will also land your ads on relevant pages, but will not really appear on active searches that include your keywords – another money-wasting act.
Mistake No. 2
Failing to grow your negative keywords list.
Keywords ensure that your content shows up according to relevance. Negative keywords do the exact opposite.
Let’s say you add the word “global” as a negative keyword. This means that when people do a search that has “global” in it, your content won’t show up in the results.
Why is this important?
It ensures that your content does not show up in unrelated searches that may have used a few keywords that you utilize. If you only offer local shipping services, for example, and you use the keyword “shipping service”, your content would show up even if people are looking for global shipping services.
Start with around 50 to 100 negative keywords. As you find out more about your target audience’s searches, you can keep refining and adding more to the list.
Mistake No. 3
Having no conversion actions.
Here’s a question for you – how do you figure out if you’re getting any returns if you don’t have anything in place to compute it?
Well, that’s the exact thing you’re doing if you don’t have any conversion actions in place.
No matter how many ads with relevant keywords you set up, having no conversion actions will only waste your time and resources.
Conversion actions include form submissions, newsletter sign-ups, click-to-calls, and other calls to action. Make sure your ads are optimized for these actions.
Here are other mistakes you might be committing in setting up and running your Google Ads:
Poor keyword research
Sticking to a single ad instead of having varied ads depending on your needs
Failing to add extensions
Ignoring local and regional trends
Failing to use Google Ads’ “Experiment” feature
Google Ads is a nifty tool, but failing to make the most out of it could be a drain on your resource. Instead of just experimenting on your own and trusting your gut on what to do next, talk to an expert and see what kind of results you can actually gain from using the tool right.