“The Top Google Ads Mistake You Are Probably Making”
Running Google ads in 2020 is no mean feat. Despite the cost per click going down due to a reduction in advertisers through the lockdown, businesses continue to make mistakes when running their PPC (Pay Per Click) ads.
But which, in our opinion, is the biggest one?
Let’s highlight 5 common PPC mistakes that businesses make when running Google Ads.
5. Setting and Forgetting Your Ads
We see so many businesses that start running ads and then go off and do something different expecting their ads to be making them money day after day. Running ads on any platform is a science (!) and you just cannot take your eye off the ball for a second.
You need to monitor your campaign(s) on a daily basis to make sure that they are running effectively.
This includes monitoring things like:
- low CTR’s (click through rates)
- high CTR’s
- weird increases in daily CPC (cost per click)
- keywords/phrases that bring you zero clicks or impressions
4. Not Setting Aside a Sizeable Enough to Test Your Campaigns Effectively
Lot’s of businesses see Google ads as something that they will ‘try’ or they ‘give it a go!’
That is definitely NOT the way to view any ad campaigns whether it is on Google or Facebook. You need to give any campaign at least 7 to 10 days to bed in. This gives the Google algorithm time to see what your campaign is all about, how your keywords stack up and how best to optimise to get the best bang for your buck.
See any ads campaign as an investment for your business. It is very rare for your first ad campaign to be a huge success. You need to test a few, and do trial and error. Set out a budget over a month to see how it goes, but never see it as a waste of money. Any failure in life or business becomes success if we learn from it.
3. Not actioning Googles Recommendations on a Daily Basis
There is a section inside the Google ads dashboard called Recommendations.
Google monitors your campaigns and gives you help to make them more effective. At the end of the day, they want you to succeed because when you do, you will run more ads and spend more money with them!
The recommendations range from keywords that you are not yet targeting, to ways to add to your ads to make them more optimised.
Actioning their recommendations will improve your ad quality score which makes your ad show up not only more times but at a cheaper CPC as well.
2. Using Broad Match Keywords
When creating your ads, you get the chance to target Broad, Phrase and Exact match keywords and keyphrases. Here are the definitions of the 3 terms in case you don’t know them:
- Broad Match – if your keyword is for example best travel systems Google will show your ad when these words or variations of them are typed in by a searcher. So, in this instance a travel system is a pushchair. However, with broad match, your ad could be shown for travel (holiday) type searches.
- Phrase Match – this is determined by placing ” around the keyword like this – “phrase'”. Your ad will then show to someone who types in a search term that includes your keyphrase in the exact order you have it. For example what are the best travel systems on the market? Your ad will also show up for misspellings of your keywords.
- Exact Match – this is determined by placing  around the keyphrase like this – [best travel systems]. Your ad will then only show up to someone who types in your keyphrase and only your keyphrase.
Our opinion is that you should use Phrase Match keywords. Using broad match gets your ad shown for potentially unrelated searches and exact match is too rigid. Phrase match on the other hand opens you up to searches that people do which you may not have thought of. A growing number of searches these days are in question form, so this gives you more potential.
Pointing Your Ad to Your Home Page