As a business owner, there are few better ways to generate leads and build recurring digital marketing revenues than through Google Ads. Google ads are your connection to your purchase-ready online audience.
This means errors in your Google Ad campaigns can have a long-term impact on revenue. You could be limiting your return on marketing investment and preventing your company from reaching its full potential.
It’s not too late to turn your Google Ad campaigns around and revitalize your digital brand.
Let’s review the top 10 Google Ads mistakes.
1. Not Analyzing Local Trends
Your automated bidding strategies could be costing you the chance to drill down on your most profitable buyers. While you can use bid modifiers to analyze how to allocate your marketing dollars for specific regions, you should also review trends in that area.
When you review the locations section in your campaigns, you can review elements such as device use and responses to ad copy. For example, you can target mobile device users more effectively in metropolitan areas.
Delve more deeply into your local data to capitalize on lucrative trends.
2. Poor Display Network Targeting
Many companies fail to control the targeting for their ads on the Google Display Network. In some cases, you’re wasting money on clicks from ad viewers who hold no value within your marketing campaigns.
Capitalize on the use of content exclusions within Google Ads, and ensure your ad content is only reaching its intended audience.
3. Unfocused Ad Groups
Campaigns that deliver high returns have one element in common – a tight focus on a specific audience. If your ad groups are generic with unrelated keywords and limited targeting, you won’t achieve a strong return on your Google Ads investment. Keywords directly related to search intent offer the best value.
For example, instead of casting a wide net with a keyword such as Criminal Lawyer Toronto, try using DUI Lawyer Toronto. Separate your keywords into focused ad groups and then compare which groups perform better over time.
When you focus your ads according to search intent, you’ll begin to maximize returns.
4. Poor Quality Landing Pages
Google is grading you based on landing page elements such as page load speed and keyword relevance. The bar for quality has only risen in recent years. Does your landing page speak to your target customer?
Track your landing pages carefully and review the data. You’ll quickly see what’s working and what’s not. You can then make improvements to your landing pages and reach qualified leads with high-impact messaging.
5. Ineffective CPC Strategies
Google will automatically recommend a smart bidding strategy based on your campaign goal. For example, if the goal is to prioritize web traffic, it may suggest you try to achieve maximum clicks on your ads. A generic bidding strategy often leaves you with limited returns to show for your investment.
If you’ve been running Google’s smart automated bidding strategy in recent months, refocus your campaigns with manual bidding and refine your approach based on actionable data.
6. Bidding too Broadly
Who is your target online audience? What are they searching for when they look for your services? By answering these questions, you can start to bid on keywords that match your target user’s search intent.
Many companies still make the mistake of bidding on generic keywords that are both expensive and irrelevant to the search intent of their purchase-ready buyer.
7. Not Selecting Relevant Keywords within Ads
If you’re not choosing relevant keywords within your Google Ad campaigns, you’re unlikely to get a significant return for your investment.
Consider the following when choosing your keywords:
Keywords with a limited search volume are unlikely to provide long-term value in your ads. Unless you’ve selected the keyword-based on comprehensive campaign research, remove low-volume options.
Keywords appearing in your ads should also appear in relevant landing pages, streamlining your buyer’s journey from the ad page to the shopping cart.
What action do you expect the buyer to take when searching for your keyword? The keyword appearing in your Google Ad should match their intent with precision.
Carefully analyze user profiles and sort your keywords based on the value delivered to your target buyer.
8. Starting with Large Keyword Lists
Large keyword lists might have been effective when the goal was to build a large data set; but when you’re trying to secure better value from Google Ads, large keyword lists can lead to significant losses.
The Google Keyword Planner tool informs you on the best value search terms for your campaigns.
Start small, with one or two high-volume, highly-specific, relevant keywords. You can then begin to refine your campaigns as new data arrives to secure higher returns.
9. Failing to Consider Negative Keywords
Negative keywords can help enhance the value of your Google Ad campaigns.
They help prevent your ad from being displayed to those searching for a different style of service or product. That way you won’t spend more money on clicks that don’t convert and improve the efficiency of campaign spending.
10. Running Campaigns Without Conversion Tracking
Your conversion tracking codes are essential in identifying trends in your campaign data.
Using tracking codes, you can find out how many conversions you’re getting per click. You’ll also see the percentage of clicks that result in conversions, and learn how many times a customer viewed your ads before they converted.
These data points are instrumental in explaining which ads are performing and which ones require adjustment.
You can learn more about your target customer’s behaviour and hone your campaigns based on actionable real-time metrics.
Hone Your Approach to Google Ads
Google Ads is at the core of your digital lead generation engine.
By following the industry’s best practices and bypassing these mistakes, you’ll begin to reach your target buyer consistently and build recurring revenues over the long term.
Yelp, Bing, google and all the other fine services that are all designed, created and in business to DRIVE traffic to your site all do so and in some cases do so with amazing results.
I receive the reports, I pour over the analysis looking for ways to fine tune and capture customers when they search for my products. I see the user views, impressions and the 10’s of thousands of customers who are looking for products just like mine.
Amazing; I make white and black widgets and I’m told at any one time there are one million people in a 30 mile radius who are looking to BUY white and black widgets from a company just like mine and as an added benefit they want a company with a location just like mine.
My heart pounds as I see the analytics, the number of clicks on my ad and wait for the sales to come pouring in…
All the services report similar AMAZING activity, it’s even divided by the types of devices used, their mood and color of their hair. They even know how much they’re willing to spend and at no cost to me, costly reports and analysis conducted by some of the most respected organizations in the country all confirm that there really are over one million people looking for products just like mine!
My heart pounds again as I stress at the thought of keeping up with demand, can my little business handle the influx of orders predicted by and confirmed by and promised by all these fine services.
Is it foolish to position my little company to all this professional muscle and house power; what if I’m overrun with orders, how will I keep up with demand?
A call to my campaign consultant comforts me because now I’m told that even though my activity is high and demand for my products is strong, records indicate that it’s the 7th to 9th month that really starts to see orders.
You can imagine my relief as I continue to enjoy reading all the reports confirming that right now there are over 1 million people looking to buy products just like mine at a location just like I have.
Wow, wow, wow, who could have imagined a small company like mine would be able to take advantage of such expensive and powerful advertising resources and have it so well defined that only those who are looking for my products are driven to me. It’s simply amazing.
A double check; yes the store sign is visible, the door is unlocked and there is a dial tone…tapping fingers on the counter looking out the window as all the potential customers drive by.