Google’s offering of paid advertisements is no doubt a gold mine for businesses to thrive upon. Google facilitates a company or brand to create and run its own ad, which is displayed on Google’s search results page as well as on the search and display networks associated with Google. This advertising system is what is currently known by us as Google Ads.
A number of brands, both big and small, take advantage of this Google Ads to market and communicate to their target audience. The flexibility and measurability of the ads, the control a brand has over the advertisement costs and the advantage, if leveraged properly, its offers over the competitors are prime reasons why companies invest in the ads with an aim to grow their business. While Google Ads do offer brands a path to expand and grow, it is quite common for one to make a misstep, limiting oneself from achieving results. These mistakes could in any component be associated with the ad, including descriptions, copy, keywords choice and designs.
Below, we have listed some of the terrible mistakes affiliated with Google Ads one can keep an eye out for.
Substandard Landing Page
The landing page experience and its relevance are extremely important to drive clicks and conversions. These factors are capable of affecting the quality score. A solid landing page is one that offers good user experience and is highly relevant to the ad run by the brand. For example, if the ad talks about sports shoes, but the landing page displays sandals, the relevance is lost here and the prospective customer will lose interest in the brand.
The same is the case when the quality of the landing page is poor. Multiple elements come together to form a high-quality landing page. One should consider the diminishing attention span of humans and enable quick loading speed for a page. The landing page should also be optimized to make it mobile-friendly. This way, mobile users as well have a good landing page experience. The visual elements of the landing page — the colour and the text copy — need to be aligned with the brand image. Another important factor to consider is the strategic placement of the call-to-action (CTA) buttons on the landing page. It is important to be clear on the action the prospective customer should take.
Building a strong landing page with appealing features and value proposition will ensure clicks and conversions, thereby acquiring new customers or successfully retaining the existing ones.
Lack Of Keyword Research
Keyword research for Google Ads is a topic that is to be treated with extreme importance.
A Google ad manager should avoid using keywords with low search volumes or ones that are irrelevant while running Google Ads. The keywords chosen should be highly relevant such that they only help achieve the campaign objective. For instance, if the campaign objective is to spread brand awareness, broad-match keywords will display ads to a larger audience. On the other hand, when the objective is to drive clicks, phrase-match and exact-match keywords will maintain high-quality score and achieve the desired result.
The Keyword Planner is one such tool that can be used to scout for relevant keywords with high search volumes.
Forgetting The Negative Keywords
Negative keywords are those for which an ad does not get triggered. The evolving Google AI sometimes turns up irrelevant results. For example, if a search is made for white shoes, but an ad for white watches ends up on the search results page, the relevancy is lost. This not only creates a negative impact on the brand but also ends up spending the allocated budget unnecessarily.
To avoid such Google Ads mistakes, a Google ad manager should include negative keywords that prevent the ads from popping up for irrelevant search queries. As an example, if a business only sells cakes and is looking for customers who are willing to buy cakes, then the Google ad manager can include the negative keyword “recipes”. In such a case, every time a user searches for cake recipes, the business’s ad does not get triggered, whereas when a user searches online for a “strawberry cake” or a “blueberry cake” the ad gets displayed.
Utilising negative keywords will help the business by eliminating irrelevant leads and avoid inappropriate spending.
Not Considering Regional Trends
Some ads are run nationwide or sometimes target even greater regions. To begin with, the Google Ads campaigns are set up to target the defined regions without many customizations. But, as the ads run it is quite common to miss taking notice of the trends prevailing in the defined regions. The Google ad manager needs to analyse region-wise trends to see which ad works best for which region.
For instance, device modifiers might come into play — in one city, the ad might perform well for mobile users while in the next, laptop users will be more prevalent. In such cases, the campaigns could be customized to target each user segment depending on the respective regions involved. Greater budget can be allocated for targeting mobile users in the region where they are predominant.
Skipping Ads Testing
No matter the quality of your ads and landing pages, the effort involved in strategizing to target the right audience with appropriate keywords choice, and the creativity in design and copy, testing is probably the only way one can find out if a particular ad is working or not. Testing out the different ad placements and positions will help determine the best choice for the ad campaign. The ad copies, both titles and descriptions, can also be tweaked and tested to see which works the best. Other tweaks can include colour changes and CTA placements.
But, There Are More …
While the mentioned mistakes are some of the common ones to occur, there are other important details that one can overlook, which could also result in a poorly functioning ad. The Google Ads offer a versatile platform for advertisers, but with the betterment in the algorithms and the multiple factors that need to be considered, it is likely for one to miss out on several aspects.
Being aware of the mistakes that can occur and the necessary factors one needs to consider while building an ad are what make a savvy Google ad manager, like those we have here at Digital X. Our ads team is proficient at delivering high-quality ads while being cautious of the many mistakes that can happen in order to achieve the required goals and successfully boost business.
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