7 mistakes to avoid while creating GOOGLE ADS CAMPAIGN

1. 7 mistakes to avoid while creating GOOGLE ADS CAMPAIGN Via: MMBO

2. Introduction: Google Ads can make or break your brand. If you have been using Google Ads for your business, you might know that while starting to advertise with Google Ads is straightforward, mastering it is another story. If you haven’t used Google Ads yet, you’re doing your brand a disservice. According to Google’s estimates, for every $1 a brand spends on Google Ads, they get $8 in profit. Even then, without a strategic approach and proper care, your Google Ad campaign can quickly become an expensive gig. One mistake can cost you money, time, effort, and reputation. This blog is for you if you want to avoid such mistakes. Save money, time, effort, brand value, & more by learning about the most common mistakes that hundreds of brands make each day while operating Google Ads, which often leads to their failure. Here goes.

3. Mistake 1 : Failing to use the Right Keyword Match The top 3 categories of keywords a Google Ads advertiser should be familiar with are: • Broad match • Phrase match • Exact match A common mistake people make is using the wrong keyword match type. Here’s a tip for you. For best results, you should combine the three keyword matches and bid strategically. You can also split match types into individual Ad Groups or single keyword Ad Groups.

4. Mistake 2 : Poor AD Quality and lack of AD Extensions Even if you master the match type, you might not see results. Of the many reasons, one of the major reasons is either not having or optimizing ad extensions. Both of the issues are easily avoided. Thanks to Google, it is easy to write high-quality ad copy. It is also easier to adjust your settings to ensure you yield the best ROI. With ad extensions, you can use “sitelinks” (links shown below some Google search results), call, as well as, location extensions, all to enhance your ad. You can find all of it on your Ad Extensions tab in your Google Ads account. With ad extensions, you just need to add little extra pieces of information or links to the ad. The added rich snippets will give your customers more reasons to promptly click on your ads. If you use the right ad extensions, it will ultimately increase the click rate. Now the challenge is ensuring that your landing page is high-converting. Why? Because when potential buyers or visitors get on your landing page, they’ll find exactly what they’re looking for without any hassle. Then comes the ad copy. In this fast world, you need to capture your audience with a compelling ad copy. A powerful copy has to be precise and it should offer problem-solving, include emotional triggers, induce FOMO, and focus on benefits. You should use every available tool and opportunity to get the best results.

5. Mistake 3: Having no clear understanding of Profit Margins and Conversions If your ultimate goal is to boost your revenue and not just short-term profit, you need to track both your profit margins and conversions. After you’re done with your ad spend, sooner or later, you would need to see a return so that you can secure more budget for the future. All smart advertisers take time out from their busy schedules to chalk out the lifetime value of a potential or new customer. And then decide how much they’re willing to spend to acquire or keep the customer. You should do something similar for PPC ads. Set up conversion inquiries or sales from the “Tools and Analysis” option on the menu, and then go and “add new conversion”. There are multiple formulae to calculate profit margins and conversions. However, not every formula works for every industry. You can test them out yourself to understand which works best for you. Getting a better understanding of profit margins and having an estimate is great for successful Google Ads.

6. Mistake 4 : Avoid Negative Keywords A negative keyword is a type of keyword that stops your ad from being triggered by a particular word or phrase. Your ads won’t be shown to anyone searching for the said word or phrase. Every day Google processes 6million+ keywords. 15% of those keywords are 100% new and unregistered. Chances are, some of these keywords are high-quality and some not so much & hence detrimental to bid & target. Using negative keywords, you can exclude keywords that are not a good match for your product/service. This can lower the cost and increase the revenue. Did you know with negative keywords you can easily reach the most targeted customers? Yes, you can. You can also reduce costs, boost ROI, and increase Google Ads’ quality score. But while you do need to use negative keywords, make sure you use limited negative keywords or your results could become difficult to track, customize negative keywords, and use a spreadsheet to track keywords & their negative counterparts.

7. Mistake 5 : Failing to Bid To increase conversions, you should definitely bid on your own brand name keywords. Of course, you should also pay attention to your brand’s value. Even if you list on the top of the organic search results, if you bid on brand terms, you can dominate search real estate by claiming the top two spots. The paid search link will work with your organic search link to bring more traffic. If you don’t buy your brand term, your competitor will. This way, they will show up above you. Secure your space before your competitor gets on it. The largest and most popular brands are bidding on their own brands and effectively reaping the benefits, you can too. With paid search, you can direct consumers to specific pages. It can be used to drive attention to special offers and promotions. Brand keywords are more economical than generic keywords. Brand words come in when people have already done their research and want to make a purchase. So, they have the intent to buy. You can promote your business & reach out to existing customers and media fans by bidding on your own brand. So, if customers are searching for your brand, it means you’re performing well. After all, 80% of your revenue is estimated to come from 20% of your customers-those who already love you.

8. Mistake 6 : Not understanding your Customer Lifetime Value Not knowing your customer lifetime value (CLV) can cost you time & money. CLV is the revenue you can expect from one customer through your whole business relationship. How much you are willing to or can afford to spend on your customer depends on the CLV. There is no need for a guessing game; it will only cause recurring losses. Instead, you should calculate it. If you know your CLV, you can adjust & customize your campaigns and bid on keywords more strategically. This will drive the right customers to your landing page. According to David Skok, a venture capitalist, to remain in business, you should be able to recover the money you spend on Google Ads PPC to acquire a customer in less than a year. Moz, an all-in-one SEO brand, for example, spends $99+ to acquire a single customer. However, they use unique tactics by offering members-only perks to get their money back and then some. This is done by partnering with other brands. Or you can use HubSpot’s way to measure where you are spending the money and then customize it by implementing more ecological ways to spend less, earn more. This healthy cash flow can help you sustain yourself in the long run.

10. Mistake 7 : Missing out on Testing Optimal AD Position How does Google rank ads? By using a simple formula, bid x ad quality. Simply put, bid more than your competitors targeting the same keywords, and your ad will rank better if you have the same quality score. The quality of your keywords, your click rate, and your targeted keywords decide your ad quality. This score then determines your ad position. Contrary to popular belief, #1 might not be the best position for your ad because while #1 may get more clicks, it might not get more conversions. Your Ad position should depend on your goal. If you want better branding, then sure #1 is great. But if you want quality clicks or traffic or conversions, some experts believe that positions 3 through 5 work best. There is no cookie-cutter rule for Google Ad positioning. You have to test out what works best for you.

11. Conclusion If you’ve followed our blog till now, hopefully, you can avoid the Google Ad mistakes mentioned & use some of the suggestions to gain more from your Google Ad campaign. The most important thing is to learn from your and others’ mistakes and develop new and innovative strategies to cope with any further issues before they become significant. If you need more information or help, you can always consult an expert like MMBO, a top PPC agency in Delhi. Note: MMBO is a leading PPC agency in Delhi. We have a team of PPC experts, Google Ads specialists, and experienced marketers working with us to offer an insightful look into Google Ads as a whole and PPC marketing. We have worked with multiple brands to help them avoid and overcome the mistakes discussed in this blog and much more. We hope to do the same for many more brands.