Did you know that businesses can earn an average of $8 on every $1.60 spent on google ads?
Your website may get a significant amount of targeted traffic if your Google Ads account is properly maintained. Ads accounts may rapidly develop into a marketing venture that costs more than they bring in if they are not properly managed. This rule of thumb couldn’t be more accurate for google display ads.
Keep on reading for our full breakdown of the top six mistakes marketers make when using google display ads.
Understanding Google Display Ads
The Google Display Network (GDN) serves Google display advertising appropriately; nevertheless, there are various display ad networks available on the market.
Over two million websites and applications are part of the Google Display Network, which reaches an estimated 90% of internet users.
As the saying goes, “a double-edged blade cuts both ways.” It’s true that you have the ability to present your brand to a large number of potential customers. However, you run the risk of exposing your brand to a large number of uninterested customers.
In other words, if you’re not cautious, display advertisements might cost you money and perhaps your reputation. Later in this piece, we’ll discuss how you can avoid such a terrible fate through the lens of the most common mistakes.
1. Incorrect Tracking of Conversions
It’s critical to prevent incorrect conversion tracking while setting up Google Ads. Using conversion tracking, you can see how many people clicked on your ad and subsequently made a purchase as a result. A good technique to find out which advertisements are most successful and boost your campaign’s ROI is to use this method.
As you set up Google Ads’ conversion tracking, make sure each campaign has its own unique data points. All of your campaigns will show up under “All Campaigns” on the dashboard of Google Analytics, which might be confusing if you don’t do this.
2. Not Identifying an Appropriate Audience
It’s crucial to know how audience targeting works if you’re using Google Ads to find new consumers. You’ll see a variety of choices for how your advertising will appear when you create your Google ad campaign. “Audience Targeting” is one of these possibilities.
You may tailor your adverts to certain demographics, locations, and interests using audience targeting. People who reside in rural locations, for example, can be a good target audience if you’re providing a product that’s tailored to their needs.
You have the option to advertise to anybody, including individuals who have already visited your website or looked for items comparable to yours.
Businesses of all sizes may now target certain groups of individuals with their advertising thanks to this new feature. This may have a substantial impact on profitability and sales if done effectively.
3. Mixing Up Your Keywords and Match Types
You should think carefully about the keywords and match types you wish to employ when creating a new Google Ads account. Broad, phrase, precise, and negative keywords are all options. It’s important to think about what people would put into a search engine to locate your product or service before making a final decision on a keyword.
Use wider or narrower match types, depending on how generic your company is. In B2C businesses, broad keywords are more common, whereas phrases and specific keywords are more common in all industries because of the capacity to target more precisely.
Moreover, you’ll want to keep a close eye on your ad sizes and learn how to pick the right ones for your campaigns.
4. Ignoring Negative Keywords in Google Marketing
When putting up your ad campaigns, you need to avoid making the error of ignoring negative keywords. Words that don’t accurately represent your product or service are known as negative keywords. A negative keyword might be “organic” for an organic clothes business since you don’t want individuals looking for the phrase organic to see your ad.
Because Google uses wide match terms by default if you don’t utilize negative keywords, any phrase associated with the products or services that your company offers may trigger the display of your ad in search results. Ads that aren’t relevant to your audience may be clicked, increasing your advertising expenses.
Using negative keywords, you can ensure that your ad is only seen by individuals who are specifically seeking what you have to offer.
5. Disregarding Regional Trends
There is a paucity of location-based bid modifiers or decision-making when it comes to location-based choices. When many managers depend on automatic bidding, it’s easy to ignore this.
Manual bidding, eCPC, and optimizing clicks may all benefit from this. Many accounts are set up to target the whole United States, and this is not uncommon. Most likely, you’ll see a trend of better or poorer performance in some regions or states.
Ad text, budget allocation, and device modifiers are a few examples of challenges that can’t be solved using bid modifiers.
Even if the metrics are in their favor, it is common for large cities to consume a large portion of their budget. On the other hand, this isn’t always true. There may be regional variations in the use of mobile devices.
Because commuters often use public transit to get around, you may observe higher mobile conversion rates. Examine your campaigns’ “Locations” section for possibilities to narrow your bids at the city level.
6. Using Subpar Ads: Low Variation Between Ad Groups
For your company, you need to generate targeted and relevant advertisements. The best way to achieve this is to use the keywords that you know people search for when they’re seeking something comparable to what your business provides.
It is possible to utilize keywords like “women’s shoes,” “women’s heels,” and even just the term “flat” if you offer women’s shoes.
The amount of money you intend to spend on advertising should also be considered. In order to increase the likelihood of a sale, it is necessary to spend a lot of money on advertising.
Google Marketing Done Right
Not every business can benefit from Google display ads in the same way. It’s important to handle this sort of marketing strategically, just as you would any other. Google Ads campaigns may be a huge success if you follow our advice and avoid these common blunders.
But, if you’re new to the SEO marketing scene, then you’ll want to ask for advice from the pros. You can always book a consult with us and will get your marketing campaigns in order.