5 Google Adword Mistakes That Are Keeping You Broke

23 May, 2019Business

Digital Marketing Services

Let’s face it – One of the scariest scenarios for any digital marketer would be overspending on a futile campaign. Welcome to the world of digital marketing, wherein, refreshing Adwords and constantly hoping a conversion would appear is common practice.

Considering the digital noise today, as we call it, expanding marketing campaigns is becoming tough. You might be a C-suite professional thinking about opening an Adwords account with the knowledge of basics – wait, you might go wrong with this. While getting a positive response on any investment is mandatory, it becomes tough to break even if you go wrong with this.

They say facts speak louder than words. Per a report by Google Economic impact report, businesses across the globe make twice the revenue of every dollar spent on Google ads. Google’s revenue rose around 40% to $13mn in 2012 with aggregate paid clicks had seen a hike of 45%.

Yes, Google Adwords have been doing wonders for every marketer out there.

Mistakes That We All Love To Hate –

While there can be myriad reasons why your campaign is underperforming, but the most common among all is decline in the quality score. What’s that you ask – Quality score of ads determine its position, cost per click and frequency on Google’s network and primarily depends on factors such as –

  • Ad text relevance
  • Click through rate (CTR)
  • Quality of landing page
  • Historical performance of Adwords account
  • Keywords frequency and relevance

While this may be a minor reason as to where you’re going wrong, here are 5 common mistakes that every business owner once in a while makes while setting up a campaign –

Not Using Keywords In Ad Copy

True, good campaigns live and die based on the right keywords. This is one of the major reasons why marketers spend so much time researching and choosing right keywords for ads. Truth be told, not everyone spends quality time creating customized advertisements with exact keywords.

No, it’s not just about appearing on the right pages in search, it’s a lot more than that. But people are more likely to click on ads that match with the search queries and keywords they typed.

Not Using Locations

If you didn’t know yet, Google AdWords provide a location functionality, and this becomes a must unless you are a large enterprise. As a small firm based out in Limerick, you wouldn’t want to market your product in another country, right? Wrong. Adding a location to your advert might mean few clicks, but it’ll help you identify the best locations to tap for your business. As a small firm based out in Limerick, you wouldn’t want to market your product in another country. Per a research report by Google, around 52% mobile users visit the store they found in local search and around 35% desktop users plan to come to the store.

Not Testing Your Bidding Strategies

With marketplace brimming with bid strategies, it might seem a little tough to zero in on any one of them. However, the best way to go about it is testing a few of them before you finalize one on the basis of your requirements. Many business owners consider this a minor component of Google AdWords and end up wasting finances. While advertisers these days prefer manual Cost-per-Click (CPC), some of them still believe in enhanced or maximized CPC.

Users get more control over bids when it comes to manual CPC. But then, if you’re planning to test a campaign for upto 2 weeks, you might want to go with enhanced CPC because manual CPCs are meant for long-term.

The two best bid strategies are target ROAS and target CPA – it helps marketers bid per Return on ad spend and ideal cost per action. Basically, it’ll help you spend the right amount of money for the maximum ROI. Don’t worry, if it sounds overwhelming, all you need to do is hire a digital marketing agency for yourself.


Saying Yes To Negative Words

Machines aren’t perfect. They give results on the basis of what they’re told – even if you pick the best keywords, your ads might appear in irrelevant searches. We’re sure this is the last thing you’d want to happen to your business. For example, if you use a keyword ‘Content Marketing’, your ad will appear next to searches like ‘groceries’ or ‘clothes’. This is where negative keywords come into action.

Start adding an umbrella term or phrase with a negative keyword to your ad campaign. For instance, add ‘clothes’ as the negative keywords. But wait – if your campaign is running for a while now, sift through search term reports and keep adding irrelevant searches as negative keywords to your ad campaign.

Not Using Extensions

Yes, ad extensions are wonderful. They let your audience navigate website and take action even when the customers don’t visit post-click landing page. Ad extensions simply make the presence of your ad and therefore, your brand bigger! If you’re into the business for quite some time now, it’s imperative to get familiar with types of ad extensions and adding them wherever possible and needed. And of course, when in doubt, apply callout extensions!

What’S Next?

Sure, running AdWords can be tedious and tricky. Many marketers rely heavily on AdWords, however spending a lot more than they need to. However, if your brand is new into business, make sure the digital marketers have enough practice and exposure.

Your ads should target the right people at the right time. They say, ‘hit it when it’s hot’, this is what an Adword should do to your business. Audience will visit landing page if you’ve placed everything appropriately.

While the above list doesn’t include every mistake that business owners do, but these will surely amaze a new business owner diving into the world of Google Adwords like an iPhone will to an ancient man holding abacus. The key is – Creating a well-crafted funnel driving potential customers and improving conversions. Don’t give up! Good Luck!

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