Building up a Google Ads marketing campaign often seems like an easy task and for most of it, you may find it bearable. However, some common drawbacks come equipped with it. Which may cause you to trip and almost fall, especially if you aren't careful enough. But once you become aware of the possible pitfalls and mistakes that need to be kept in mind for a profitable Google Ads campaign. You can pretty much set up a successful Google ad campaign by avoiding these widespread errors and flourish your business efficiently.
. Avoid selecting keywords that don't fall in line with your business objectives
Advertisers today are more focused on choosing keywords that might only add up to the relevancy of their business goals. But what they often forget is the fact that not all keywords serve as the perfect match for your marketing campaign. If you want your campaign to achieve much-deserved success, then you should keep in mind that with relevancy also comes credibility. This means while choosing your key phrases, you need to be really selective and look for indicators and qualifiers that might prove to be a good fit.
For example, if your business was a grocery shop. Then terms involving grocery items would be relevant to your business. You can go for the keyword "grocery stores" which might be technically relevant but since the unavailability of many qualifiers indicating purchase intent. It would take a lot of your money and also won't drive much value in return.
Instead, you can go for "grocery stores near me" or "grocery stores open on Christmas" which would be a much better choice. Since the search is quite specific and coming from someone who knows where and when to look for the grocery stores which tends to be an important step in making a purchase.
As you compile your list of keywords, understand what the customers might be actively looking for, and consider what terms they would like to go for to make the end purchase. Unless you are committed to targeting brand awareness over direct conversions, look for terms that might appear to be more informational than transactional. You can always go for the PPC Keyword Tool or the merged key phrase software to identify the keywords and create multiple variations of different terms to get the specific high-performing keyword without facing many complications.
. Forming an arrangement that promotes Irrelevance or Inhibits Scale
Many advertisers' accounts are often found with one to very few ad groups in a single campaign. The main problem that arises with large ad groups is not every ad can be relevant to every single keyword present in the overall ad group. And you can't compromise with relevancy when it comes to paid search. Secondly while adding more keywords in the future will only make relevance matters much worse because it inhibits scale.
Strategically planning your construction in advance will only help you avoid the common pitfalls in the long run. You can go separating your different campaigns according to the budget you want to allocate to each of them. Observe the navigation of your site carefully and identify different campaign topics. This way you can effectively have a similar structure to that of your website. And thus focus on smaller ad groups that allow you to work with specific searches for each ad.
. Try not to use all of Google’s default settings
Advertisers today are too consumed in using all of Google’s default settings. With PPC campaigns you should never allow Google to include the display network in any search campaign. Sometimes Google also forces you to spend unnecessarily on prospects that deliver you no optimum value by including traffic outside of your targeted locations. This ultimately increases your burden of spending on customers you aren't even ready to serve.
. Not proactively combining negatives
While selecting the key phrases you need to focus on and performing effective keyword research. Don't forget to keep a watchful eye on the positive key phrases you do not want to deliver for add these as negative keywords. Adding negative keywords saves you the courtesy to spend on phrases that might have already required you to spend inevitably.
. Failing to come up with a meaningful and compelling ad copy
For some of you writing an ad copy might seem like an easy task. But for some, coming up with an ad copy that doesn't use too many characters and is both significant and captivating as well can be daunting sometimes. For coming up with a relevant ad copy you should avoid making some of these common errors and focus on delivering a purposeful and remarkable ad copy. Try writing an ad copy that is clear, concise, and consistent, and has relevancy to each keyword in the ad group. Don't vaguely babble about things in your ad copy that prospects don't really care about. At last, don't forget to add a strong call-to-action in your ad copy for maximum reach and sales.
. Don't forget to perform successful ad tests
Crafting a compelling ad copy isn't enough. It's also important to set up constant Advert Checks if you are focused on achieving your conversion goals efficiently. This will help you determine the ad performance and you will be shocked by knowing which copy elements perform best in your Google ad campaign.
. Not taking advantage of all the relevant ad extensions
Ad extension helps your prospective customers gain more knowledge about your optimum products and services. Thus offering your ads the recognition they deserve and offering you more clicks and relevant user interactions. Effective utilization of ad extensions not only makes your ad more appealing but also helps improves your click-through rate by making the ads larger and more meaningful.
. Utilizing and trusting on broad match alone
If you don't always specify a particular, matching option for a keyword, then a broad match will be used as default. Search engines use broad match to determine which search terms are relevant to match in your Google ads campaign and which aren't. Be specific while using different match types for different keywords and keep in mind the context and reference of the term to which you would like it to match.
. Avoiding your competitors move
Ignoring the strategies used by your competitors is not always a good choice. Though it doesn't mean what your competitors are doing is always right and is helping them drive more traffic to their campaigns. But it offers you an added advantage of monitoring your competitor's next moves as this way you can identify the gaps in keyword coverage. And by analyzing where you and your competitor's keywords stand, you can compare your current rankings against that of your competitors. And thus efficiently identify your strength, weaknesses, and opportunities.
Last but not least don't dedicate your complete focus on the goals that might not serve you long-term profit. While creating a Google ads campaign, try to put your whole attention on goals that might serve you in the long run. And help drive qualified traffic that converts. Make a list of the productive goals that might offer your campaign the success it deserves and use them as the guiding light throughout every step of the campaign creation process.
Setting up an account can sometimes feel like a tough job. But once you follow the common guidelines, you can easily avoid all the common pitfalls and mistakes while setting up a Google ad campaign. Also, if you are on the lookout for expert digital marketers and PPC services who can help you set up an effective account, then GlobalHunt Technologies can be your perfect partner.