7 Lethal Google Ads Mistakes that could be draining your Wallet
- 4 years ago
#1: Not Using the Right Keyword Matches
three categories of keywords that every Google Ads advertiser should be familiar with:
Broad
Modified Broad
Phrase
Exact
Best way to explain is using an example
Ex : Office space
Exact match is self explanatory
Phrase match - Office space in DC
Broad match - office or space
Modified Broad - you can set keyword to trigger the ad, office or space
#2: Using The Wrong Definition of Success
Clicks are not equal to customers
Profit margin is different than conversion
Use this simple formula to calculate profit margin
(RPC X Margin ) X no of clicks - CPC X NO of clicks /total cost
Cost per click – $1.00 Revenue per click – $10.00
Profit Margin – 0.3 Clicks – 1000
#3: NOT Tracking
Make sure to always track your advertising.
Even if your ads are generating an ROI, you should still be tracking so you can improve your ROI.
#4: Ignoring Search Partner Traffic
The Search network is a combination of Google.com and Search partners like AOL, Ask, and even Amazon.
Performance in the Search Partner network is poor, you have the option to turn it off.
#5: Treating Desktop and Mobile the Same
Advertising on mobile and desktop yields different performance.
If you are starting a campaign block your ads from showing on mobile devices,
If you do target mobile devices, then make sure you optimize your pages for mobile.
#6: Not Using Negative keywords
Not using negative keywords is one of the biggest Ads mistakes I see.
By using a negative keyword, you can exclude keywords that aren’t a good match for your product or service. Doing so can lower your cost and increase your revenue.
#7: Not Bidding on Your Own Brand
This is huge - you always have to bid for your own brand, especially if your brand is recognized one.
If you dont your competitors will bid on your brand and take business from you.
Most importantly brand search indicate intent and serious customers
three categories of keywords that every Google Ads advertiser should be familiar with:
Broad
Modified Broad
Phrase
Exact
Best way to explain is using an example
Ex : Office space
Exact match is self explanatory
Phrase match - Office space in DC
Broad match - office or space
Modified Broad - you can set keyword to trigger the ad, office or space
#2: Using The Wrong Definition of Success
Clicks are not equal to customers
Profit margin is different than conversion
Use this simple formula to calculate profit margin
(RPC X Margin ) X no of clicks - CPC X NO of clicks /total cost
Cost per click – $1.00 Revenue per click – $10.00
Profit Margin – 0.3 Clicks – 1000
#3: NOT Tracking
Make sure to always track your advertising.
Even if your ads are generating an ROI, you should still be tracking so you can improve your ROI.
#4: Ignoring Search Partner Traffic
The Search network is a combination of Google.com and Search partners like AOL, Ask, and even Amazon.
Performance in the Search Partner network is poor, you have the option to turn it off.
#5: Treating Desktop and Mobile the Same
Advertising on mobile and desktop yields different performance.
If you are starting a campaign block your ads from showing on mobile devices,
If you do target mobile devices, then make sure you optimize your pages for mobile.
#6: Not Using Negative keywords
Not using negative keywords is one of the biggest Ads mistakes I see.
By using a negative keyword, you can exclude keywords that aren’t a good match for your product or service. Doing so can lower your cost and increase your revenue.
#7: Not Bidding on Your Own Brand
This is huge - you always have to bid for your own brand, especially if your brand is recognized one.
If you dont your competitors will bid on your brand and take business from you.
Most importantly brand search indicate intent and serious customers