Google Ads is an important part of content marketing. Like with any content marketing tool, Google Ads’ goal is to reach your specific customers, bypass third-party media, and provide relevant content for them.
Google Ads is an effective and accessible way to advertise online. The problem is that people who occasionally use this resource seldom get the results they want and end up paying for poor results or even for nothing.
Not Thinking About Content Optimization
Before planning an Ads campaign, you shouldn’t underestimate Google Ads content optimization. Google’s content network is completely different from the search network, and to get good results, you need a particular content optimization approach. The best decision would be to leave content optimization in the hands of your Ads account representative, who can offer professional advice.
Wrong or Missing Phrases/Keywords
Many people who start using Google Ads forget to use phrases or keywords in the title or description of the ad. Yes, your website content writer must create accurate copy that sells the product, but you won’t get any prospects unless you connect the client’s search with Google Ads using key phrases.
Another mistake is overusing keywords and creating a huge list of vague or obscure terms.
Be careful when using keywords that are too general, as they tend to be more expensive than specific, precise ones.
Paying Too-High Tariffs for Your PPC Offer
Another common mistake among Google Ads users is paying too much for the PPC keywords or key phrases they are targeting. If you set the PPC rates too high, you may end up bidding against companies with large advertising budgets. Even if you win a top display position, you’ll likely spend more than your company can afford.
Wrong Destination URL
When creating a Google Ad, you have the opportunity to put in the URL in the description. When someone is accessing your advertorial, where does that page send the link to? Many people choose the company’s Homepage, which seems like a good idea until you realize that in this culture, where everyone is in a hurry, people are not interested in looking up information on your site to find what they are looking for.
If you’re selling customized colored laptops for each client, your Google Ad for Apple personalized laptops should send the customers directly to the page that presents the opportunities and acquisition methods.
If you created different advertorials for your products and services, why would you direct all of them to your homepage?
Paying Tariffs That Are Too Low for Your PPC Offer
Just as you can pay too much for PPC, you can also pay too little. While high bids may put you in competition with larger companies, low bids can place your ad on the second page of Google search results. If your ad ends up there, your efforts may go unnoticed; most users don’t go past the first page.
Conceiving a Poor Ad
Most people don’t make the necessary effort to establish the message they want to communicate and the best alternative to render it. If you’re not good with words, then find a professional website content writer who can do that for you. A badly-conceived ad won’t bring any benefit to you.
Selecting the Wrong Geographical Region
If you are a huge company like Coca-Cola, then you can probably afford to use Google Ads throughout the entire Internet. But even in that case, they choose the advertorials that appear depending on the region they are accessed from.
One of the most serious mistakes is choosing the wrong region. This means that while you are trying to attract consumers from Andover (U.K.), for instance, your advertorial appears in Adover (USA), and you will pay an extra price because of the fierce competition in that area for some words that in your own area might cost almost nothing.
Learning Nothing from Statistics
When you create an Ad Campaign through Google Ads, you receive a series of statistics from Google that will help you optimize your online strategy. If you are not using this information, then you are not taking advantage of the opportunities offered in order to get feedback and traffic for your site.
Linguistics-Related Challenges
Just as you can select the region you want your ad to appear in, you can choose the language in which the ad will be displayed. Don’t waste your time optimizing the ad for other languages than the ones you use in business.
Using the Same Ads, Even if They Don’t Work
One of the most common mistakes is continuing to use the same ad, even when it’s not performing.
Believing Ads Administer Themselves
If you don’t have time to manage your ads, consider working with a company that specializes in ad campaigns to assist you.
Click here to connect today with one of our PPC certified consultants!
