Are you achieving the highest conversion rates with your Google Ad campaigns? Or are there conversion opportunities simply floating by? It doesn’t matter if Google Ads is new to you or if pay-per-click (PPC) campaigns are part of your wheelhouse at this point: small mistakes can, over time, add up. The sum of all those parts? Disaster in the form of underwhelming, underperforming campaigns.
That’s a pretty expensive disaster in terms of ad spend and results. Knowing what to keep an eye out for makes all the difference!
Read on to learn more about common mistakes with Google Ads and how to either avoid or fix them:
Ad Extensions Being Neglected
Ad extensions appear on the right of a Google ad, and they can show your business’s phone number, the price of an item, or the services that you offer. While they’re optional, Google says they do wonders for getting click-through rates (CTRs) to go even higher.
Forgetting Negative Keywords
Even when you choose a highly specific keyword match type, your Google ads can still appear on searches that don’t match your keyword. If these searches maintain a large clickthrough rate, you could end up wasting ad spend.
Unfortunately, Google AdWords does not allow you to blacklist entire words. Instead, you have to choose from among 3 different negative keyword types -– broad, phrase, or an exact match. Google Assistant understands that it’s possible to use the wrong type of match, so it warns you that choosing the wrong match could prevent your ads from showing up in target searches.
Having the Wrong Keyword Match Type In Use
People tend to assume that targeting the right keywords and having a bid that’s high enough is a surefire way for ads to show up in relevant searches. In reality, that’s not always the case; in fact, it’s often not the case at all. Even if you pick the right keywords, you may be using the wrong ad match type.
To optimise your search ads, you need to choose keywords wisely and target your ad copy to the needs of your audience.
Take note of the keyword match types:
- Broad match: Targets searches related to your keyword/s
- Exact match: Displays ads on searches that mean the same thing as your keyword/s
- Phrase match: Shows ads on searches that express the meaning of your keyword/s
Not Wavering From the Default Network Options
Google Ads allows you to set up your campaign as either a search or display campaign, but it always creates a search campaign when you first set up your account.
The problem is that Display Network ads have a much lower conversion rate than Search Network ads. If you create a single campaign that targets both networks, the Display Network ads may not convert as well, and you’ll just be wasting money.
Be cautious when picking out a Google Ads network. Matching the campaign type and network is ideal, so that search and display ad campaigns are separate.
Conclusion
Google Ads play a crucial role in marketing campaigns by default. It’s important to make the most of them in order to properly use resources. Avoid common mistakes such as neglecting ad extensions and not wavering from default network options.
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