Google Ads is the most commonly used PPC advertising service in the world. The idea is to create your own digital adverts that are displayed through the Google search engine for millions of users to see.
How does this work?
Well, a simplified explanation is that it runs on a pay per click basis. You bid on keywords, and you pay each time your advert is clicked. The amount you pay per click is determined by the size of your bid. The keywords you bid for are search terms that you want your ads to appear in.
When you run successful Google Ads campaigns, it can bring in lots of traffic to your site. However, it’s easy to make little mistakes that generate substantial consequences. Bearing that in mind, here are the top mistakes you need to avoid:
Too Many Keywords
It’s easy to get carried away and use loads of keywords in your Google Ads campaign. You’re told to try and use a lot of different keywords that relate to the same theme. The problem is that you can quickly end up with far too many separate keyword lists. As a result, you create loads of different Ad Groups that are hard for you to manage because there are simply too many keywords for you to handle.
Instead, you need to get smart with how you group your keywords. Take a keyword, then break it down into a more concise and specific ad group. Here, you contain all the relevant and similar keywords for that particular word. Don’t be too vague as this is how you end up with too many keywords, making it difficult to manage your campaign.
When you use ad groups to house relatable keywords, you have more control over everything. You can choose which ad groups and keywords you want to spend money on, helping you get a better return on investment. Remember, be very specific; don’t have a massive list of vague keywords as this won’t help you and will be more expensive.
Only having one ad per ad group
Speaking of ad groups, the way you approach them is vital. A common mistake is to only put one ad per ad group. Why is this a problem? Well, if that ad doesn’t attract clicks and stand out, then you’re pretty much screwed. You’re just wasting money as it isn’t doing anything for you at all.
So, make sure you have at least three ads for each ad group. This allows you to provide more variety and create advertisements that might attract different people. As an example, some people might see your first ad and be inclined to click it. But, other people might just glaze over it. Then, your second and might attract these other people, so they click it. You also stop people from getting bored with seeing the same ad over and over when they search for things; a variety of ads keeps it fresh!
Furthermore, having multiple ads per ad group lets you monitor each one and track their performance. So, you can see which ones are doing better than others, so they deserve more of your investment.
When it comes to creating the perfect Google Ads, you should follow these steps:
- Use emotional triggers: write your ads with language that triggers an emotional response from the user. They should read your advertisement and think wow, that can help me – or something like that. This makes them feel like they gain something from clicking the advert.
- Always have a call-to-action: ensure you always put a clear call-to-action that tells the user what you want them to do.
- Take advantage of extensions: Google Ads has a lot of extensions that you add to your adverts. Basically, they make your ad look that little bit more impressive. Extensions can add links under your ads or display an extra bit of information. You’ll take up more space on search engines, drowning out the competing ads.
Not choosing the correct match type
Match types help decide which searches trigger your ads and display them to users. If you don’t select the right match type, then you could end up with your ads being shown to the wrong audience, leading to a poor ROI.
So, what match types are there, and which ones should you choose?
Broad Match: this match type will display your ads in searches that are broadly relevant to your keywords. It’s not recommended you select this as your adverts tend to get shown in some random searches that won’t help you gain leads.
- Broad Match Modifier: a slightly altered version of broad match, this one lets you add other keywords into the fray too. So, say you have the keywords SEO, marketing, and London. This match type means they all have to exist in the search, but in any order, and with any other keywords around them.
- Phrase Match: next, we have phrase matches. Here, you include a phase in quotations, and Google Ads finds searches that contain that specific phrase – but there can be anything else around it too.
- Exact Match: as the name suggests, this is the most specific search. You put your keywords or phrases in square brackets, and you want to find exact matches. Typically, this is best used for your most competitive words.
Think about which match type will be most relevant to you based on competitiveness and your budget. The more specific you get, the pricier your campaign becomes.
Lumping display ads with your search ads
Google runs two different types of ads; display ads and search ads. When you sign up for a Google Ads account to run adverts on search engines, these ads automatically get shown in the display network as well. These are the adverts you commonly see when you’re on websites.
Don’t run both of these together – keep them separate. Display ads are very different from search ones, so running them as one group makes it almost impossible to manage. It also makes things more expensive as you’re running campaigns across two separate networks! So, make sure you go into the settings and uncheck the box that automatically has the two linked together.
If you want to enjoy more profitable Google Ads that are easier for you to manage, then avoid making all four of these mistakes. If you need any help or want to learn more about Google Ads, then feel free to contact us today, and we’ll assist you however we can.