The Google Ads platform is a complex beast. With its many levers and options, it's easy to become overwhelmed. While these levers are helpful for those who are able to devote time to managing their campaigns, they can be difficult to keep up with for those with more important business decisions to make. See for yourself, a list of 3 Google Ads Mistakes You Might be Making and How to Fix Them can help you avoid them.
1. Blindly Trusting Platform Data
While you may be a sophisticated marketer, you still need to be careful when blindly trusting the platform data in Google Ads. These recommendations are not human – the algorithms do not know you and your preferences. The best way to find out what your audience wants is to analyze their online behaviors. You can use Google Analytics to identify which audiences are interested in your product and services, and then create an ad that will appeal to them.
2. Forgetting Your Target Audience
Developing an effective campaign requires a clear definition of your target audience. The audience tool in Google ads can help you find new customers and target audience segments. Since Google collects huge amounts of data on the users it advertises to, you can view your audience's profile within your Google account. This includes demographics, interests, and websites they visit. It is also possible to control what your target ad will say about those people.
If you aren't generating relevant traffic through your ad campaigns, you may be overlooking some simple mistakes. First, you may be using the wrong keyword or ad location. This mistake could cost you money. For example, you might be using the "default" match type, which will cause your ads to be shown for non-keyword searches.
3. Solely Depending on Google Algorithms
One of the biggest mistakes you might be making with Google Ads is failing to track conversions. Without conversion tracking, it's impossible to tell which campaigns are paying off. It's essential to set up conversion tracking as soon as you create your Ads account. To do this, first, define what a conversion means. For example, determine what constitutes a phone call or confirmation page visit. Then, go to Conversions and complete the steps.
Another common mistake is using too broad a match in your Ads campaign. This type of match causes you to waste money on clicks that aren't relevant to your business. Fortunately, selecting the correct settings is simple once you know what to look for.
If you've tried Google Ads and found that your campaigns aren't working for you, it's time to optimize your campaign. This may take some time, but the results are well worth it. The right campaign can mean the difference between a sales call and a dwindling marketing budget. But, you can't just set and forget your campaign – you need to continuously tweak it to maximize your return on investment.
Before you begin to create a Google Ads campaign, it's important to consider your digital marketing agency. For example, if you're trying to sell dental services, don't choose "nationwide" as your match type. This could lead to you serving ads to people outside the United States, and they're not likely to convert. Also, avoid blatantly misrepresenting your business or its products. These mistakes can lead to your account getting banned from Google.
Intentional misspellings can lead to your ad being rejected. To fix this, contact Google's support team to request a human review of your ad. Another common mistake is using all capital letters in your ad. Google has strict rules about spelling and capitalization, and they are likely to reject your ad if it has incorrect capitalization.
If you're worried that your ad may be blocked by Google, make sure you check the details on your Google Ads account with your website. Any discrepancy will be interpreted as false information by Google.