There comes a point in any digital marketing campaign where you might have to rethink one or two of the choices you’ve made. After all, there is no such thing as an ad campaign that is perfect from the get-go. Even in Google Ads, which is one of the most effective and profitable avenues in digital advertising, there are some pitfalls that your team should avoid.
To that end, we have created this online advertising guide about the mistakes you need to avoid in Google Ads so that your campaign can be as close to perfect as possible. With no further ado, here are the common Google Ad fiascoes you definitely need to watch out for:
1. Using the incorrect keyword settings
One of the most important things to do is to use the right keywords. This involves balancing between broad and specific keywords to capture the right audience. If your keywords are too specific and you use Exact or Phrase match, you might capture too few clicks. If your keywords are too broad and you use Broad match, you might end up paying for a lot of irrelevant clicks.
Make sure to carefully balance your keywords and the settings to find that sweet spot of profit in all the inquiries.
2. Setting the wrong measures of success
Clicks might be the goal for other avenues of marketing, but this is not so in Google Ads. Clicks are just part of the equation, and they represent only the cost of this campaign. What you should be measuring is the ratio of the total revenue from Google Ad clicks over the money you pay per ad. The higher this number, the more successful you are.
3. Not tracking your results
We live in an age where there is an unprecedented amount of data to be gained from online marketing activities. Failing to take this data into account means you are leaving your campaign to the wind since you wouldn’t know whether you’re actually succeeding or failing.
These results can also enable you to adjust your strategies and promotions accordingly, which can increase their effectiveness.
4. Not having a separate strategy for mobile
It should go without saying that people interact differently with ads and the internet on different platforms. As such, it is important to make sure that your Google Ad strategies fit your users’ habits. The strategies shouldn’t have to be too different, but they should demonstrate a sufficient understanding of these differences so that your strategies can become more effective.
The field of online marketing can be tough and treacherous, but you can expect to traverse it with relative ease if you have the right strategies. The right strategies should not only work to make your brand shine but also help you avoid common mistakes and pitfalls identified in the field.
While the previously mentioned mistakes are just a few examples, they are still some of the most important determinants of marketing success—and many online advertising guides will agree.
If you’re looking for more online advertising guides and other resources, send us a message at The Advertiser’s Guide. We have everything you need to create a successful marketing campaign.