Google Ads, in terms of engagement and audience reach, is simply unrivaled and unparalleled on the market today.
If you are trying to sell products or services online – this is one of the places you need to be advertising (if not the place).
For the search engine giant, advertising rakes in the big bucks – $116 billion in 2018 alone.
But, despite Google Ads being pretty user friendly and great at driving ROI for advertisers and business-owners, that’s not to say that it always goes well.
In fact, the statistics speak for themselves. According to Google, the average ROI with Google Ads is 200%.
Yes – let that sink in for a moment. For every single dollar invested, you get a $2 return. That’s almost unheard of with advertising.
It sort of makes sense when you think about it. After all, people are not just on Google aimlessly wandering about (OK, I guess it depends how slow of a day at the office it’s been). Instead, users are on Google because they want a question answered or a problem solved.
This makes Google users a better target market than traditional forms of advertising are able to provide. Not everybody on a bus or a train has a problem they want solved, do they?
Sometimes, Google Ads’ campaigns, no matter how hard you seem to be working on them – just don’t go to plan.
Here are three mistakes, that we as a digital marketing agency see repeated time and time again, and that you might be making without even realising it.
1. Using too many keywords
Sometimes, it pays to think back to something you were probably often told as a child in art class – less is more. Sure, you can slather everything in glue, glitter and mix every paint colour together – but we all know what happens when you do that.
Rather than things being better for having more – they simply get worse and worse.
The same can be said for Google Ads. When you are selling one specific product, you don’t need to be advertising to cater for every single keyword under the sun. This means a couple of things.
Firstly, if you try to use too many keywords, you have too many ad groups, you have to simply write too many ads and optimise too many landing pages.
It’s impossible that all the keywords you’re using are 100% relevant. Some of them will actually be completely irrelevant. Once you give these up, you can put more time and effort into the best ones.
Really drill down your efforts to focus on the best keywords. That way, you’re much more likely to see that crazy ROI we mentioned at the start.
2. Lack of Ad Extensions
Okay – so you’re pretty convinced that you’re using the right keywords but still not seeing results?
Well, now is the time to go a little more in-detail. Not having or optimising for ad extensions is another major Google Ads mistakes that we see time and time again.
Ad extensions are those little extra snippets of information that can be applied to your ad to really entice customers to click through and arrive at your page.
These can include call extensions – literally just the phone number that can be directly dialled from Google, location extensions which will take you straight to the Maps listing as well as sitelink extensions that direct users to different pages within the site.
Google is making these more and more advanced – you can schedule them to run on certain days of the week or at certain dates or times when you know your target audience is more active, or when certain pages are running promotions.
3. Not Employing Negative Keywords
This is a really big one, and a mistake that is actually more common than you would think.
What’s a negative keyword, you ask?
Says Google: A type of keyword that prevents your ad from being triggered by a certain word or phrase.
A good example is the word free. If you use ‘free’ as a negative keyword it means any search that includes the word free will not trigger your ad.
This can be good if you want to exclude users who are just looking for information about your wider industry, and have no intention of using your product.
The best reason to include negative keywords is from a cost-effective stand-point. If your ad is showing to users who are searching for something totally different to the service you’re providing – you’re simply burning money.
With Google Ads, it’s all about targeting.
If you’re still having trouble with your Google Ads campaigns, even after you’ve tried all of these fixes – it might be time to enlist the help of professionals.
Seek the advice of a digital marketing agency that specialises in Google Ads campaigns and can help you to achieve the desired results. After all, Google Ads is one of the most effective ways to ensure your products, services and messaging are being seen by customers.
Some digital marketing agencies are certified as Google Premier Partner Agencies. This means that they have been acknowledged by the search engine giant to be consistently doing the right thing in terms of following best practice guidelines, spending and qualifications.