PPC

10 COMMON ADVERTISING MISTAKES TO AVOID

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People always look to get more from
their marketing efforts. If you have not been using Google Adwords till now to
your landing pages, then you are doing a disservice to yourself. So most of us
like you, me and everyone use and are using Google-Ads as we all know that
“Google is the king”.

Optimizing Ads is highly effective and
helpful. There are a number of tricks and tips to optimize your campaigns. When
high-conversion Google Ads are set up, clicks get translated into customers and
leads resulting in a highly successful campaign. This can happen only when we
avoid committing mistakes. Here are the top 10 Adwords mistakes that are
committed most frequently. Try to avoid them when you are setting up an Ads
campaign.

1.
Keyword Research and Match Types:

One deadliest and common mistake you can
perform while setting up an Ads campaign is that not performing thorough keyword
research. A campaign can either die or live because of keywords. Never select
keywords based on what you search or what you believe people are searching for.
It is crucial to use keyword tools to find the right and relevant
keywords that suit your ad and business. So the basic step is to execute
in-depth keyword research and then select relevant, high-volume keywords that
can drive not only clicks but also conversions.

Run the campaign and you will notice an
inconsistency in the CTR (Click through Rate) and conversions. Do you know why
it happens? Yes, it is because of broad-match. Your
ad pops up even if the search query is mildly related to your target keyword.
In addition to keyword research, it is important to select the right match type
for your keywords.

Unless you change the keyword match
type, all the keywords would be set up to broad match by default. To run an
effective campaign, Keyword match types serve as a foundation key. Exact match
type serves best compared to other match types.

To know more about keyword match types, click
here.

In few
instances, broad match can be beneficial, but the more specific you be with
your target keywords, the cheaper and higher your CPC can be because your ad
pops up only for the most relevant keywords. The higher you’re CPC, the higher
your conversion rate.

Tip: Be highly strategic about the match type and
keyword selection.

2.
Absence of Negative Keywords

Every campaign gets irrelevant keywords
even after adding an appropriate match type. Hence, for tighter control on the campaign,
add negative keywords. Negative keywords literally mean “Hey Google, please don’t
show my ad copy to these keywords!”

You may get a doubt that all publicity
is good. But it is not. Let me simplify this concept for you. For example, let
us assume that you are selling business insurance and your ad appears to a
person who typed “business insurance scams.” Is it cool? No, right. Let me take
one more example. There is one more person who is looking for “free typing jobs”
and he/she is landed to your ad that requests them to pay for the job. Do you
think that the person would choose for a paid program and click your ad? No
right, because they were not looking for paid ones, they were, in fact, looking
for the free ones.

So, by clubbing the above two examples, it
means that certain keywords are harmful and useless in fact. By including
negative keywords, you are excluding the keywords that don’t suit either your
product or business. Maintaining the same conversion volume and brand
visibility, Adapt Partners reduced the ad spent of their client by 40% by
aggressively optimizing the negative keywords.

Start with a minimum of 50-100 negative
keywords and keep refining the list based on the actual search term data of
your campaign. Adding negative keywords can spare your budget and eliminate unqualified
leads.

Tip:

Irrespective of what your industry or
niche is, include the keywords like torrent, porno, porn, youtube, craigslist,
sex, nude, Kijiji and cheap in the negative keyword list.

3.
Not Using Extensions

Are you not having extensions that are
optimized? It is a bad practice to have AdWords accounts that have disapproved and
missing ad extensions. This Ads mistake has to be avoided.

It is easy to write an ad copy and then
adjust your campaign settings for the best ROI. Later enhance your ad using ad extensions.
Ad extensions are super advantageous to your ads. Adding extra pieces of information
to your ad through ad extensions gives more appropriate reasons for customers
to click your ad.

Appropriate ad extensions are proven to
be highly effective at increasing the CTR, increasing the overall ad rank, and at
minimizing the average CPC as well. They, in fact, give multiple opportunities to
create a call to action, thereby motivating the users to visit your site. Understanding
what is effective and what model works helps in writing an enthralling ad copy
with rich snippets. The more real-estate your ad takes up, the higher will be
your CTRs. Make sure to use the right ad extensions as the wrong ones can scare
your visitors away.

Tip:
Look at the extensions tab from time to
time. See which extensions convert better, and then pause the ones that don’t
convert and replace them with the better ones.

To know more about Ad extensions, click
here.
 

4.
Not Testing Bid strategies.

Since we don’t have one-size-fits-for-all
bidding option, we have to test different bidding strategies to find the
correct one that suits our business. Right bid strategy enables you to get the maximum
clicks at the best possible price.

Click here to know about bid strategies.

5. Ignoring Regional Trends

There
are two types of advertisers. One, who focus on a very small area and the
second one who focus on national or even international level.

If your
product/ business offer only local services, then you can target your area
alone. But if that is not the case with your business, then you can focus on a
larger geographical area. The biggest advantage of this approach is that, once
you get some data to work with, based on the ad performance, you can start
handling your campaign.

For
example, you can cut down your budget for the cities that have fewer conversions
and boost the budget for cities that have high conversions.

Tip: Test your campaign with different
geographical locations so as to know the ways to get the most cost-effective
leads and sales.

6.
Treating All The Gadgets The Same.

When it comes to performance across
devices, it varies from mobile, tablets and computers and hence, it is
important to optimize your landing pages according to the device.

If you are running a campaign that
targets computer and tablet users alone, then you can decrease bids in mobile
by 100% which completely turns of the ads in the mobile.

If you want to run the campaign only on mobile
devices, then there is no way to eliminate the bids for computers and tablets. The
only solution right now for a mobile-targeted campaign is to reduce the bids
for tablets and desktops and increase the bids for mobiles by 300%.

Tip:
If
tablets are eating your budget without any productivity, then reduce your
budget on tablets. If mobiles yield high productivity, then increase your
budget on mobiles.

6.
Not Testing And Experimenting

Experimenting is one exceptional feature
of Google Ads that most of the advertisers are not using. With A/B testing,
advertisers can find a better working variable.

For example, create two identical
landing pages with slight variations and compare their effectiveness in terms
of conversion. Use the most effective campaign and based on the results, refine
your digital advertising efforts. This testing can be done with different keyword
match types, keywords, ad copies, and many more. You can, in fact, decide on how
much traffic you want to drive to each experiment which limits the risks and increases
productivity.

Tip:
Once sufficient data is collected, you
can weed out the low performing ads. Give experiments a try and you will thank
your experiments for its effectiveness and its results.

7.
Not Bidding On Your Own Brand

When you are rolling out a new digital
campaign for your brand, allocate a small percentage of your total budget to
your own brand.  Since your brand is you,
hence use every available opportunity and tool to project your brand. For
example, Coca-Cola is the top brand on Facebook, because they promote their
brand using every available opportunity

Branding supports your presence by
owning the top paid and organic search spots and thus increases the customer turnover
rate. Your competitors may buy your brand term and start to rank above you. Compared
to generic keywords, bidding on branded keywords is also less expensive. During
the buying process, searches can shift to brand words after you position your
brand. Hence, to serve all these reasons, it is important to secure your place
with a brand keyword campaign even before your competition gets in on the game.

Tip:
Aim for the top position when you are
trying to bid onyour brand name. Targeted
visitors searching for your brand convert extremely well.

8.
Analyze! Analyze! Analyze!

It is impossible to determine what’s
wrong by looking at a poorly performing campaign. You need to dig deeper to
analyze the aggregate campaign data.

For a search campaign, search term reports
gives you a visual into the actual search queries that trigger your ads, thereby
giving you an insight into the gaps between your keywords and actual search
queries. Thus it allows you to track and cut down costly, irrelevant traffic. Observing
the search pattern traffic, eliminating irrelevant keywords and including the
keywords that people are using to find our product/business are effective ways
to improve the efficiency of a search campaign.

Similarly to increase the productivity for
a display network, digging deeper means analyzing and optimizing the individual
placements (websites) wherein the ads are placed. The more the relevancy, the cheaper
will be your CPC/CPM.

For more details on how to optimize the
campaigns click here.

9.
Autoresponder

Responding to your visitors manually is
a difficult task. Hence, to overcome this and to build a relationship with your
customers who convert, creating autoresponders offers more value. Autoresponders
thanks your visitors, sends them product coupons for their next purchase, includes
product recommendations and does whatever you ask it to do.

Using autoresponders, provide value and engagement
to your customers. Engage your customers in such a way that they keep
interacting with your business after the initial conversation.

10.
Not Knowing Your Customer Life Time Value (CLV)

CLV is the total revenue a customer is
expected to generate over their lifetime engagement. CLV is a key factor in determining
the value of a customer. If you don’t know your customer lifetime value, then
you are wasting your money and time. Based on a study by David Skok, the
biggest reason why startups die is that their Customer Acquisition Cost (CAC)
is very high compared to the CLV.

For example, let us assume that you have
spent $270 to acquire a customer. Now, to make a profit of $270 dollars or more
from that customer in less than one year, you should have a strategic funnel.

When you are aware of your CLV, you can adjust
your campaigns so that they drive the right prospects and customers to your
landing page.

To know more about your CLV, click here.

More
tips:

  1. Never
    forget to optimize for remarketing campaigns, as this is one strategy which is
    proven to be highly effective in recent times.
  2. When
    setting up search network campaigns, uncheck
    the options display network
    and Google search partners.
  3. Focus
    on improving your quality score as a high-quality score means a better ad rank
    and less investment cost.
  4. Design
    landing pages that are highly relevant to your ad copy. Never confuse your
    customers.
  5. Apart
    from testing only with the minor elements, focus on changing the major elements
    and test.
  6. Use
    high-intent keywords/long tail keywords in your ad copy to avoid pointless
    clicks that won’t drive conversions.
  7. If
    you don’t have a proper goal set up for your business, your results will never
    live up to your expectations and your work can get paralyzed.

Conclusion:

There are many more, but these mistakes
are the most common ones which can kill your campaign and I think this list
serves as your DONT’s checklist while setting up an effective campaign. With
time, patience, and consistent efforts, you can run productive campaigns that
not only drive potential customers but also reduce the Cost Per Acquisition
(CPA) value. Not doing the work and sitting on accounts is the biggest problem
for new users who are using AdWords. The ultimate way to determine what works
best for each particular situation can be determined by testing, testing,
testing.

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