Google Ads are the most longstanding and profitable way to get your marketing messages in front of the right people. The big challenge is that you need to understand what you are doing when it comes to PPC and have a strong strategy in place.
All too often at BlueBee Solutions in Salisbury, we see businesses taking an ad hoc approach where their return on investment and success are hampered by mistakes that can easily be avoided.
Here we take a closer look at those common mistakes and how you can put them right.
Putting in Too Many Keywords
The first error we see with businesses is trying to stuff too many keywords into the text content to cover as many bases as possible. Another issue is trying to cover all ramifications of a particular keyword combination without having any way of measuring results in place.
Don’t forget that pay per click costs money. That means, to improve your ROI, you need to choose the most successful combinations and focus on those for the benefit of your campaign. In simple terms, your keyword choice needs to be as specific as possible and marry up with the landing page to which you are directing potential customers.
The aim should always be to produce an advert containing the best keywords which then elicit a click through to a page where you fulfil the ad’s promise with content, product and service information that the person is looking for.
Choosing the Right Keyword Match
The second big mistake we see is not understanding the concept of keyword match in Google Ads. You have a choice between broad match, broad match modifier, phase match and exact match. There’s also negative match that can be used to filter out keywords you specifically want to exclude.
For most advertising campaigns a broad match is far too vague and will get people clicking through to your product or service who may not actually be that interested in what you have to offer. That means you waste your advertising spend essentially because you’re spreading your net too wide.
An exact match is the most specific which means the ad will not show unless someone types in the keyword combination that you have stipulated.
Getting the balance right is difficult for novices but can have a huge impact on spend and the conversions that are achieved.
Not Understanding the Difference Between Display and Search
Your ads can appear either on a web page where someone has advertising or on a search result. The two are actually slightly different and you need to develop different approaches for each.
For example, someone visiting a web page may be interested in a variety of things and is not searching for a particular product or service. Simple boring text ads are likely to be ignored so you might want to include something more visual. The wording might even be different for a specific exact match search term and a more generalised webpage ad.
Having More Just One Ad For a Group
Most businesses with a limited Google Ads budget will be tempted to have just one ad for each group. This can be a false economy and doesn’t give you the opportunity to find out what is working and what isn’t.
Ideally, you want to add emotional triggers to your copy and have a strong call to action. Multiple ads allow you to play around with these combinations and find the approach that gives a stronger ROI.
Not Testing Performance
Finally, and we can never say this enough at Bluebee Solutions, measuring performance for your ads is vital.
Fortunately, Google Ads provides numerous tools to do just this. Unfortunately, many businesses don’t take advantage of them. Before you begin producing ads, learn to use the metrics and understand what they mean for your campaigns.