Top Google Ads Mistakes
These are the top mistakes you need to cease making now in Google Ads accounts to stop wasting money and get a better performance from your advertising budget. Google Ads can be one of the most cost-effective ways to drive sales to your business, however, if not setup properly it can be one of the easiest ways to waste your money. Here are the top mistakes we find when taking over a clients account.
- Selecting the wrong type of campaign
Make sure you select the right campaign for your planned activity, Search, Display, Shopping & Video. Start with Search only if you are starting out or are on a tight budget. Do not use Display Select if that is still an option.
- Poor Account Structure
Always split different types of activity into different campaigns i.e. search, display, remarketing, YouTube should all be in separate campaigns. This will allow you to set you budgets to different campaigns to allow more spend to go to the best performing campaigns, which in most cases will be Search as people are directly looking for your product or service.
- Not separating brand and generic keywords into different campaigns
A brand keyword is one that includes a keyword that is only relevant to your business. These keywords will have less competition and should be separated into their own campaign to ensure there is enough budget to show your ads. Generic keywords are ones that all your competitors will also be bidding on, these will generally cost more and burn through budget faster, by separating you have more control.
- Selecting the wrong keywords
Keywords is one area these days where less can be more. The more relevant and targeted your keyword selection the better results you will get. The days of building campaigns with hundreds of ad groups and thousands of keywords are gone. Match types can assist with ensuring you capture the right keywords.
- Not using keyword match types correctly
If you are managing a Google Ads campaign it is imperative that you have full working understanding of how the match types work. Use broad match modifier carefully, with the best performing keywords generally containing 2-3 + only.
- Failure to analyse Actual Search Terms
So, keywords are keywords you add to our campaign that you want your ads to show on, “actual search terms” are what people typed into to Google Search for your ads to show. Looking at this list can identify keywords that you need to add to your negative keyword list or keywords you may need to change the match type on.
- Not creating robust negative keyword lists
Negative keyword lists are just as important as the keywords you include in your campaign. Negative keywords are ones that you don’t want your ad to show for, most common examples are “free”. For example, if you sell budget accommodation you would want “luxury” and “five star” as negatives – as you don’t’ want to waste clicks on traffic that is unlikely to convert into a sale.
- Not understanding your cost per clicks (CPC) or adjusting
So, in 2019 Google wants you to leave all the cost per click management to them, basically they will find the best amount you should bid. This doesn’t always work, and you should still understand how much you want to pay for click and how much it is worth to you. Your brand should cost you a lot less than the generic keywords. If you have well performing keywords in good positions, you could look to keep reducing your cost per click to get better performance. You still need to manage and review and ensure the Google automated bidding is not forcing up your costs.
- Not using all the available and relevant Ad extensions
Google Ads continues to add a wide variety of extensions that you can add to your Google Ads. These mean your ads can show more information than often your competitors. These include call outs, sitelinks, phone call, app downloads, locations, price extensions, promotion and message extensions to name a few. Utilise as many as you can to expand your ad space and provide customers with additional details which could lead to an increased CTR.
- Not setting up goals
What are you asking your visitors to do? Is it clear? Have you setup goals or ecommerce tracking in Google Analytics? If you don’t’ setup goals you can’t track which campaign, ad group, keyword or ads are working best for you. If you know, then you can pause the non-performing elements and allow more budget for the best performing.
- Failure to test your user experience
You put your ads live but aren’t getting any results? A big mistake people make is not testing the entire user experience themselves from beginning to end. Use one of your keywords and click on the ad, check the landing page is the right result for the keyword, undertake the required action. Did it work? Did you see a conversion result in Google Ads or Google Analytics?
- Not using more than one ad per ad group
Google would prefer you used 3 ads per ad group to allow for the system to rotate the ads and find the best performing. Be sure you to change your messaging or the order of the headlines to see which messaging is most effective.
- Not using ad scheduling
If you know that most of your sales happen on one day of the week or at certain times of day use ad scheduling to ensure you focus your impressions and spend during your peak performance times and stop running ads and wasting budget other times.