Google Ads are extremely effective for generating awareness, leads and sales. Including Ads in the digital marketing mix can be incredibly successful however, if not implemented effectively, they can be brand-damaging and wasteful.
Setting up an ad campaign on your own is overwhelming and intimidating with the myriad of options Google Ads Manager offers. There’s only about 150 things likely to go wrong!
Understanding the common Google Ads campaign mistakes and why your campaigns are generating more costs and less ROI, will help drive you closer to your end goal – more conversions and customers.
Here are 5 mistakes commonly made in Google Ad campaigns:
- Inefficient Keyword Research
- Using Google Smart Campaigns
- Not Setting up Google Tag Manager and Google Analytics
- Using too Few Landing Pages
- Excluding Negative Keywords
Next, find out more about why these items matter and what to do about them.
1. Keyword Research Matters
With all of the information about keywords, there is also a lot of misinformation. From not using enough keywords or using too many, it can become tricky to determine what the appropriate number of keywords actually is to achieve ultimate success.
Some of the biggest keyword mishaps are:
- Lack of proper keyword research
- Using too many types of keywords for a single product or service
- Keywords that seem relevant are not as effective – no matter how much you try and optimize for them, you simply won’t acquire the desired conversion rate
Keywords are an important aspect of any digital strategy as they are used to create content which is used to attract customers. But it isn’t about choosing keywords based on what you believe customers are searching for or based on how you would search. It’s about understanding the keywords actually being searched on. This is where keyword research comes in. Using tools such as Google’s Keyword Planner can help select the right keywords most relevant to your business.
2. Google Smart Campaigns Aren’t Really Very Smart
Google Smart Campaigns seem as though they are the perfect option for small, local businesses with limited budgets. Smart Campaigns showcase your ads to locals in your area to drive website traffic, online sales, and store visits. They are easy to set up and even easier to maintain.
However, there are quite a few unanswered questions leaving businesses in less control than when they started. With Google Smart Campaigns there are a lot of limitations when it comes to how they work, where your ads are displayed, and what your ads can actually be.
Other issues are:
- Limited ad copy and range
- No control over keywords or search phrases
- Limited control over how your money is spent, even after setting a budget
- Inability to set max. CPC
Summarized as a whole, Google Smart Campaigns are anything but smart (sorry Google). If you’re looking for control and freedom with your ads campaign, it’s probably best to use a proven approach. You may have to invest more, but your conversions and results will be better in the long run.
3. Not Setting up Google Analytics
Google Analytics is a crucial part of any organizations’ campaigns. These analytics help determine onsite metrics such as bounce rate, pages per visit, average visit duration and more. Tracking can determine when customers are arriving on your website and when they’re leaving.
Another reason to implement Google Analytics is for ads. Without allowing access or setting up Google Analytics, you won’t be able to understand and compare your ad campaigns to other marketing channels and efforts.
Something as minor as Google Analytics is crucial to Google Ads success.
4. Using Too Few Landing Pages
When your customers are searching in Google, some may be looking specifically for your business, but for the most part they want answers to their questions. They want immediate understanding and clickable evidence of what they are looking for. Having too few landing pages and continuously sending the customer to your home page will drive them to lose interest.
By implementing ad-specific landing pages, you’re sending your customer to the exact spot they want to be. By supplying the answer to their question on the landing page, they are more likely to convert.
5. Lack of Negative Keywords
Negative keywords are one of the key ways to increase overall ad effectiveness. These keywords allow you to exclude search terms from your campaigns and direct full attention to the most important keywords to your customers.
Every day Google processes approximately 6 million+ keywords and 15% are recorded to be 100% new. These new keywords might not have anything to do with your business, product or services. Ignoring these new keywords and simply accepting them as is, may dilute your campaign and decrease conversions.
Here are some tips on negative keywords:
- Research and understand them
- Don’t use too many
- Use a spreadsheet to track them alongside converting keywords
By excluding keywords not a fit for your business, you can ultimately lower your cost per click (CPC) and increase your conversions.
Google Ad Campaigns are complex and require thorough research and dedication. These common mistakes are easily avoidable. Unfortunately, oftentimes the results are only realized at the end of the campaign when it is too late.
It can be all the more difficult when you are a Not-For-Profit organization with little to no financial help trying to advertise your cause. Fortunately, Google has designed a program specifically for Not-For-Profit organizations that give them up to $10,000 every month. With this generosity, your organization must spend the money or you will lose it. Noting all of these mistakes that agencies can make, it is crucial to find an agency that understands all of the finite details that compile a Google Ads Campaign.
Mintent understands the ins and outs of Google Ad Campaigns and how to achieve the best outcomes. Contact us today and let us plan and execute your next Google Ads Campaign.