For some businesses the thought of using Google Ads can be daunting, which is completely understandable when you consider how complex it can be and how difficult it can be to produce results.
As one of the most popular Pay Per Click advertising platforms out there it can often be seen by businesses as a must have which leads to people to “have a go”, however, if used incorrectly, Google Ads can quickly become a huge black hole for marketing budget and produce limited results. It’s increasingly common for the “have a go” marketers to use Google Ads inefficiently and ultimately waste money. We’ve put our heads together and come up with the most common problems we come across when taking on new Google Ads clients. These are most definitely ones to watch when setting up and running your own campaigns.
- Not setting the account up properly
Google has a great account structure with
campaigns, ad groups, ads and keywords. Using these correctly based on product
line, service or targeting methods is an important part of staying organised
and getting the best out of your budget.
2. Not targeting the right keywords
Right at the start of every campaign must be keyword research. In-depth analysis using a number of tools can help marketers to identify keywords that pose an opportunity. You might even find some gems that relate to your campaign and have both a high keyword volume and a low competition score. We wish you luck in finding those. It’s also common to see accounts
3. Not using the right match type
It’s far too common for marketers to use
broad match keywords, which can quickly eat up their budget and provide poor
results. This type of keyword match targets any word in your phrase in any
order for example if you sell dog food and are targeting the keyword dog food
in a broad match type, you would be targeting anyone searching for phrases relating
to dogs e.g. dog grooming or any searches relating to food e.g. cat food – both
queries that are irrelevant if you’re selling dog food. Broad match is just one
matching example and has its advantages however choosing the right match type
based on the purpose of the campaign is crucial.
4. Not using the right features
Having a benchmark is an integral part of optimising Google Ads. You need to know what your ads are delivering in order to optimise accordingly. One integral feature of Google Ads and one that helps optimise ads infinitely easier is tracking conversions. Once Google Ads is connected to your Google Analytics accounts it’s simple to tie in your conversions to give you a better view of how your ads are performing.
Our team of Google experts work tirelessly to take existing accounts and bring them up to our high standards of organisation. This attention to detail and time allocated at the start of any campaign allows our team to scale and optimise much more efficiently in order to drive your ROI higher.
Speak to one of our team today for a free PPC review. Contact us here.