Are You Making These Common Google Ads PPC Mistakes?
Most anyone who is a digital marketer knows about Google Ads (formerly Google Adwords) and PPC (pay per click) marketing strategies. If you are looking to rise to the top of Google, they can certainly do just that and put you ahead of your competition. While they are a well-known practice, what isn’t known are the simple mistakes that are often made that can not only ruin your online campaign by being ineffective and can be expensive.
The goal of any online marketing strategy is to get the highest return on investment. It boils down to management and how well you use the tools. We are going to go over the five most common mistakes made when using Google Ads/PPC marketing strategies. If any of these are relevant to you, then you are well on your way to improving your online marketing results. Avoiding costly mistakes can ensure your online marketing will be far more successful.
1: Grouping Words Incorrectly
As you get into creating your first AdWords campaign, there are various types of campaigns and options you have to manage. For example, if you have a content campaign you can handle this separately to your product one. When your campaign is set up, you can put your keywords and ‘ads’ into different ad groups.
One common mistake made is not using the ad groups. It is not uncommon for people to lump their keywords into one group. By doing this you are reducing your ROI (Return on Investment) greatly. When it comes to PPC campaigns, every ad that is shown should mirror the keyword that is being searched.
2: Incorrect Keyword Matches
You won’t get the highest ROI if you don’t use the correct ‘phrase,’ ‘broad’ or ‘exact’ match keywords. AdWords work by adding keywords that are relevant to your campaign under the three categories.
Broad match: If your keyword has been used in a search, this will show it. It doesn’t matter the order of the search. As an example of this is, “jogging pants” or “the best jogging pants” or “where can I find jogging pants?”
Phrase Match: With this, your keyword phrase has to show up in the search. A ‘phrase match’ would be the entire phrase exactly as you enter it.
Exact Match: This is pretty much just like it sounds. The keyword has to match the one you entered into your AdWords campaign.
3: Not Using Negative Keywords in your Campaign
Often people miss out using negative keywords. With any Google Ads PPC campaign, there is a method to implement negative keywords to exclude any keywords that do not match your product.
4: Not Bidding on Your Campaign
Some people don’t realize or forget that they need to bid on their brand. It could be because they assume you rank within your brand that there is no need to advertise this. If you are not bidding for your brand then that allows your competitors to use your brand name for an ad group and that will allow them to poach on your potential customers.
5: Are Your Ads Even Showing?
You have completed your campaign through Google Ads let’s say and you believe everything is running fine. To make sure your keywords are triggering the right ads to show like they are supposed to, it is recommended that you perform a keyword diagnosis as often as possible. If you perform this task regularly, over time your ‘click-through rates’ and ‘average position’ will start to increase as you are improving your relevancy.
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