Top 8 Mistakes You Should Avoid on Google AdWords

Well, according to the current online marketing survey, Running an online business is no joke, especially when you have to compete with giants like Amazon, Flipkart who have an endless marketing budget that fuels their advertising. The race to reach the first page of Google search results is extremely highly competitive. Trying to get to the first page, even with excellent SEO can easily take months or even a year.

This is the actual place where paid advertising (PPC) comes in. Google AdWords is Google’s advertising service that allows businesses to display their ads on Google’s search results pages. Ads usually appear above or below Google SERPs (search engine result pages).

Well, today in this article we will talk about mistakes that we mostly do during the handling Ads on Google Ads.

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Google ads can be a highly effective lead and sales generation machine and this is just one of the reasons why features, optimization, and a myriad of targeted options. However, the reason for its incredible success is also the same that can limit ROI. 

Often, the default recommendations suggested by Google when setting up a campaign can prove to be a costly mistake and there are many people you want to avoid. The conflict of interest you see here is your agenda is to generate sales; Google’s agenda is click or sometimes, it’s just a matter of useful features that are so well hidden that it’s all too easy to remember one.

By learning how to identify and avoid these mistakes, you can get closer to your ultimate goal – drive more targeted traffic to your site and supercharge your marketing efforts.

Are You Making Any of These AdWords Mistakes on Google AdWords?

1. Post-Click Landing Page Experience

Many digital marketers focus on creating perfect ad copies but forget that the user experience beyond the ads is just as valuable. post-click landing page experience is an essential component of your Quality Score so that a poor post-click landing page experience can affect the visibility of your ads. 

Here is the Solution for You:- 

Here is what a good post-click landing page experience entails: 

Quick loading speeds – nobody likes pages that load slower than molasses. 

Mobile optimization – it is extremely recommended to create mobile versions of your post-click landing page to facilitate a mobile user’s experience.

Appreciative content – a readable and visually appealing post-click landing page can help users find information and make decisions quicker on your post-click landing page.

Clear Call-To-Actions (CTAs) – placing clear CTAs around your post-click landing page helps to drive conversions.

2. Post Click Landing Page Irrelevance

After ensuring your post-click landing page experience is optimized, there is still one more crucial check for your post-click landing page: its relevance. Imagine clicking on an ad for ‘chocolate cakes’ hoping to order a delicious chocolate cake, but end up on a post-click landing page for ‘vanilla cakes.’ Though it may not seem like its a big deal, it would be detrimental to your ad’s quality score, as the post-click landing page is perceived as irrelevant to the ad.

Here is the Solution for You:-

For maximum relevance, start by grouping relevant keywords in an ad group. Next, craft post-click landing pages specific to the ad group. Instapage is an excellent platform for creating post-click landing pages to increase conversions. Lastly, link the post-click landing pages with the ads from the same ad group and, voila! Crisis averted. See how we used this is a simple yet highly effective method to generate leads at a low cost.

3. Directing to the home page

Another mistake regarding post-click landing page relevance is directing users to your website’s homepage, instead of the specific web page. This is quite common among e-commerce businesses. Even though the relevant web page can be navigated to from the home page, directing users to the home page will still damage your quality score.

Here is the Solution for You:-

If you were running an e-commerce business selling clothes, and your ad is for ‘children’s apparel,’ your ads should be directed to the page on children’s clothes rather than your website’s homepage of your website. Always link your ads to a page that is directly relevant.

4. Poor keyword choices

Irrelevant keywords and keywords with low search volume are bad news for your quality score. If you have not been getting relevant results, then grab a coffee and a comfortable chair because it is time to start revising those keywords.

Here is the Solution for You:-

You should not have more than 20 keywords per ad group, as this could mean that your keywords and ad copies are not related. Pause keywords that are irrelevant and/or not converting to avoid excessive spending. Then use keyword planner to add fresh new keywords with high search volumes. Lastly, make use of keyword matches to get the most bang for your buck. To generate impressions, broad match is the way to go. To drive conversions, use phrase and exact matches.

5. Lack of negative keywords

Google isn’t perfect. Even if you picked out the best set of keywords, your ads might still appear in searches that are irrelevant. For instance, if you had ‘marketing’ as a keyword, your ad might appear next to searches for eggs, vegetables, groceries, etc. This is where negative keywords are useful in helping you avoid paying for irrelevant searches.

Here is the Solution for You:-

Start adding broad, phrase or exact match negative keywords to your ad group or campaign. For example, if you were advertising your marketing company, you could add ‘eggs,’ ‘vegetables,’ ‘groceries’ as negative keywords. If your campaign has been running for a while, look through your search terms report and add irrelevant searches as negative keywords.

6. Lack of targeting

Targeting is extremely useful in directing your ads to the audience you want and drive conversions. This also ensures that you do not pay unnecessarily for clicks that won’t convert.

Here is the Solution for You:-

Location, audience and device targeting are some ways you can narrow down your audience. Choose targeting strategies based on your business goals. If you are looking for customers to purchase your products in your home country, use location targeting, so you do not pay for clicks from overseas customers that you cannot reach. Furthermore, it may be easier to reach customers via mobile rather than desktop targeting if your customers are always on the move.

7. Not using extensions

Ad extensions are great. Undoubtedly. They help your customers navigate your site and take action quickly without even going to your post-click landing page. But there is a more practical benefit of using ad extensions – they make your ad bigger! The bigger your ad, the more real estate your ad takes on the search page, the higher the chances of your ad getting noticed and clicked are!

Here is the Solution for You:-

Get familiar with the different types of ad extensions and add them whenever it is suitable for your business. When in doubt, callout extensions are almost always applicable!

8. Not testing ad positions

Is being at the top position always the best? It depends on your campaign’s goal. Unless the goal is to generate impressions and improve branding, being at the top may not give you the best results! If you are looking to drive conversions, the 3rd to 5th positions are the best! So a cheaper ad could even provide better results than a more expensive one!

Here is the Solution for You:-

To adjust your ad’s positions, start playing with your Cost Per Click (CPC) bids until you are between the 3rd to 5th positions.

Here we come to the Conclusion:-

Running AdWords campaigns can be tricky and tedious. Many marketers splurge on AdWords, however spending more does not always equate to better results. However, with enough practice and exposure, you can be on your way to mastering an incredibly powerful marketing tool. So don’t give up and good luck!

If this is all too daunting, consider getting a Google AdWords agency to do all the hard work!

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