Google Ads Management and How to Avoid the Top 4 Mistakes
As a white label PPC agency, we’re often asked to handle campaigns that are burning through budgets and are on the brink of being paused. Google Ads management takes some know-how, therefore mistakes can be costly and extremely frustrating.
Our Google Ads management services allows us to audit campaigns and chime into client accounts with observations.
Below you will find some of the most common mistakes that we run into when we review our client accounts. Get familiar with each of these to begin scanning your own campaigns for these tendencies.
Not Using the Right Keyword Matches
Keyword match types are the conditions that specify how keywords should be delivered. As always, understanding a setting is important to leverage it. Every advertiser should understand how each match type serves their keywords.
The three categories are:
- Broad match: This will serve ads to people around the vicinity of your keywords. Exact phrases and order of words don’t matter here. There is opportunity to generate leads, but this option isn’t always recommended if your campaigns are running on a tight budget.
- Phrase match: Your ads appear when people search for keywords in the exact order that you have indicated, conventionally. But as of February 2021, it was announced that Phrase Match will also target the keywords in a different order, too.
- Exact match: This setting will show your ads to search queries that are identical to your keyword or closely related.
Surely, you will note that the conditions are stricter as you go down the list. Depending on your budget and objective, each category has its purpose. However, many advertisers fail to monitor performance properly, so they don’t reach their goals.
Using Too Many Keywords at Once
Any advertiser who monitors their keyword performance will note that more often than not, less is more. Every keyword that is assigned leads to more ad groups, ads, and pages.
Many of our Google Adwords Management clients approach us when they find themselves over-optimizing keywords. Our recommendation is always to evaluate which of your keywords show potential and begin to bench or cut words that don’t work for your campaigns.
After reviewing the monthly performance of keywords, you will be able to narrow down which keywords to hone in on for your desired results, leaving behind wasted budgets and efforts!
Lack of Ad Extensions and Poorly Written Ad Copy
Ad extensions are “a Google feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.” This add-on will not appear every time an ad is shown and requires a certain Ad Rank.
Google Ads make it easier than ever to elevate ad copy and add additional information that leads to increased click rate. The increased visibility and helpful content at no added cost is worth trying. These features lead to a landing page where content should address the user’s final concerns and swiftly guide them to a conversion.
These are the small details that strengthen your campaign because constant communication can help you reach your business goal.
Number of Ad Variations
Many advertisers make the mistake of relying on one ad per ad group or only one ad with one variation.
Ad variations allow advertisers to test versions of ads by varying text such as headlines or descriptions, switching up promotions, or highlighting the benefits of products and services in different ways. Ad variations can also be applied to the final URL as well as the mobile URL.
Creating ad variations per ad group contributes to boosting conversion rates and minimizing costs. Running variations helps your campaigns determine what works best. Once data reveals the most effective copy, the rest can be paused and you can focus your budgets on those performing well.
If you want to boost your conversion rate and minimize costs, it is important to create several ad variations per ad group.
Even though you use the same headline or the same description, it is important to get several ad variations and test them out to discover which one converts better. Once you find a winner ad, you can pause the rest and create a slightly different version of the winner. Then you can continue split testing.
Try to create 2-3 copies per ad.
Strategist Tip: Launch at least one Responsive Search Ad per ad group. These dynamic text ads include fifteen headlines and four description lines. Google tests all of these automatically and showcases the best-performing ones more often, three headlines and two description lines at a time.
Interested in improving your copy? Read 10 Ad Writing Best Practices You Can’t Ignore for Google Ads Success
If you are eager to get your Google Ads management performance on a different level this year, the list of things to avoid mentioned above are a great place to start. For those clients who approach us for audits and consultations, we encourage them to get familiar with these points to avoid exhausting their resources.
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