Google Ads has become one of the most popular platforms for online marketing. Since its launch, AdWords has transformed to accommodate the diverse needs of marketers, making it more complex than before. If you’re new to the world of PPC, you might find that the new types of ads, features, and targeting methods can be a bit confusing.
The reality is that running successful advertising campaigns is harder than it looks. Minor missteps can lead to significant underperformance and unfulfilled KPIs, so it’s worth familiarizing yourself with common PPC mistakes, so you don’t commit them.
Having worked with hundreds of clients over the years, we know the most common ad campaign issues and are here to share them so you can perfect your PPC checklist. There is always room for improvement, and we can help!
Mistake # 1: you only use a last click attribution model
An attribution model is a set of rules that allows you to decide how much credit an ad interaction gets for conversions; it allows you to see the performance of your ads in order to make them more effective and generate more conversions. There are several different attribution models, but the most common is the last click attribution model.
In this model, you give credit on the last click before someone contacts you or purchases your product, but you ignore how far the customer has come to get there. So you can see why it’s problematic that so many marketers just use this attribution model.
Most users go through at least seven points of contact with a brand before they become a customer, so if you only give credit to the last click model, you’re leaving money on the table without educating and capturing the customers. users who are in search and discovery. fashion. Consider using one or more of the following models to improve your bids and reach customers earlier in the funnel:
- Position-based attribution: 40% of the credit given to the first and last interactions, 20% of the credit also given to other advertising interactions along the way
- Data-driven attribution: Uses your account data to accurately determine the actual contribution of each interaction along the conversion path
- Linear attribution: Give equal credit for conversions in all advertising interactions along the conversion path
- Attribution of the temporal decrease: Gives more credit to ad interactions occurring at the time of conversion
Mistake # 2: you’re not using negative keywords
Using negative keywords prevents your ads from showing under irrelevant search terms. You don’t want to pay for the clicks of someone who won’t convert in their search. For example, if you sell luxury textiles, you don’t want to appear in someone’s search for the negative keyword « cheap » because they are looking for products that are lower in price and quality than yours.
So add « cheap » as a negative keyword to your advertising campaign so that Google Ads knows that it will not show your ads for searches containing this term. We recommend that you perform negative keyword research before launching any campaigns and building lists to ensure the right keywords and reach your potential customers.
Mistake # 3: Your landing page is irrelevant to user search
Landing pages are essential to converting customers, which is why your landing page should be relevant to the target keywords your customer is searching for. If it isn’t suited to parameters like location and service, your quality score and conversion rates will suffer.
Quality Scores are diagnostic tools that show you how your ad compares, in terms of quality, to those of other marketers, and they have a direct impact on what you pay per click. These scores are calculated on three components of your ad campaign, including CTR, ad relevance and landing page experience, or how well your landing page content matches your search term. the user.
You can improve your landing page by optimizing target keywords and visiting the landing pages of your competitors who have similar product or service offerings. Find out how they target customers and structure their pages. What are they doing well? What mistakes do they make? Determine the best features of your competitor’s landing pages and adopt them to create a competitive and relevant landing page that converts.
Mistake # 4: your CTR is below 3% because you don’t test regularly
Just as you might know your target audience, you will almost never create perfect ads the first time. Ad testing and performance tracking is important not only for your PPC campaigns, but also for your overall marketing strategy, as it can help you understand the phrases your prospects respond to best within a group of people. ‘ads and turn them into customers.
Start your ad testing with your goal in mind (buy now, sign up for the newsletter, etc.) and make a list of possible search terms that your target audience would use when researching your product or services. When you know what you want to test and have values for each variable, decide which tests you want to run. You should test different phrases early and often and track KPIs like CTR and conversions. Depending on how much traffic you get, let your test run long enough to get accurate results (this can take days or weeks).
High clicks and conversions will give you the best ROI. When you find high converting search term combinations, you know where to spend your marketing dollars. If you get conflicting or ambiguous results, run more tests with different variables until you find the ideal combination.
Mistake # 5: Your landing page takes more than three seconds to load
Another aspect of your quality score is the speed of your landing page, which impacts the prospect’s experience. Your landing page load time should be fast, never exceed five seconds. Every additional second increases the likelihood that the user will bounce, which negatively impacts your conversion rates.
In order to avoid losing leads and wasting money on clicks that lower your Quality Score, you should optimize your landing page using Google’s Page Speed Tool, which will tell you how much how long your landing page takes to load and what you can do to make it faster.
Mistake # 6: You allocated your budget to Google and nothing else
If you limit your campaigns to Google, you are missing out on opportunities to gain visibility and expand your ads and target specific audiences on LinkedIn, Facebook, Microsoft Ads, Pinterest, etc. Part of your budget should always be allocated to new initiatives, which could include experimenting with other channels. If you are running a profitable campaign on Google and want a cheaper CPC, for example, you may want to consider running them on Microsoft.
Wherever you choose to branch out, you’ll increase engagement with your target audience wherever they search, browse, and socialize.
Mistake # 7: you don’t monitor or optimize your account often enough
While the “set it and forget it” tactic may have worked in the past, it is not effective in online marketing today; poor campaign management could leave your ads hanging. If you go to “change history” in Google Ads and don’t see any activity, your account is not being monitored or properly optimized. Even with Google’s smart bidding, there are still opportunities for keyword research and expansion, ad copy testing, negative keywords, and more.
Mistake # 8: failing to target customers throughout the conversion funnel
Many marketers focus too much on research when it is more effective to present ads to customers at all stages of the funnel. Focusing on audiences or bottom-of-the-funnel keywords can have great return, but it’s not a growth strategy.
The buyer’s journey has many touchpoints across a variety of channels, so you need to reach out to them where they search and compare – Facebook, YouTube, the WSJ, etc. This will build brand awareness and make your bottom funnel campaigns more profitable.