- Don't waste money on showing ads to everyone, use Google tools to pinpoint people interested in what you offer.
- Use a mix of broad and specific keywords to find new customers and target those actively searching for what you sell.
- Make sure your landing pages match your ads and keep an eye on results to see what's working and what needs adjustments.
When we take on board a new Google Ad client there are a few common issues or account setup failures that crop up. If you’re running a manual search campaign follow this guide to increase your performance. Or contact us and we’ll do it for you!
1. Audience Mismanagement:
One of the first mistakes advertisers often make (especially service based businesses who operate locally) is leaving the geographic audience setting at the default “interested in.” While it may seem like a convenient option, this auto setting can lead to your ads being displayed to out of area audiences. To overcome this, invest time in understanding your target audience deeply. Utilise Google’s advanced audience tools to narrow down your audience based on demographics, interests, and behaviours. The more specific and targeted your audience, the higher the likelihood of conversions.
2. Insufficient Investment in the Learning Phase:
The learning phase in Google Ads is crucial for optimising your campaigns. Failing to allocate enough time and budget during this phase can be detrimental to your campaign’s performance. During this period, the system gathers data and learns how to deliver your ads effectively. Be patient and give the system room to experiment with different audiences, ad copies, and keywords. Analyse the results diligently and be willing to make data-driven adjustments. Patience and attention to detail during this phase can significantly enhance your campaign’s long-term success.
3. Over Reliance on Broad Match Keywords:
Broad match keywords can rapidly deplete your ad budget without providing valuable leads or sales. Relying solely on broad match keywords causes your ads to be displayed for a wide range of search queries, often irrelevant ones. Instead, diversify your keyword strategy. Use a mix of match types, including phrase match, exact match, and broad match modifier. Conduct thorough keyword research to identify specific, high-intent keywords relevant to your business. This focused approach ensures your ad budget is spent on the most promising opportunities.
4. Ineffective Website Landing Pages:
Even if your ads are well-crafted, if your landing pages fail to convert, your efforts will fall flat. Slow loading times, unclear calls-to-action, or mismatched content between the ad and the landing page are common issues. To address this, ensure your landing pages align seamlessly with the ad’s messaging. Optimise for speed and mobile devices, use persuasive copy, and engaging visuals. A/B test different elements to identify what resonates best with your audience. Continuous refinement of your landing pages based on user behaviour and feedback is key to improving conversions.
5. Neglecting Conversion Tracking and Analysis:
One of the most critical mistakes is neglecting conversion tracking and analysis. Without accurate data on how your ads are performing, you’re essentially flying blind. Set up conversion tracking to measure the impact of your ad campaigns accurately. Understand various conversion metrics, such as conversions, conversion rate, and cost per conversion. Use this data to refine your ad copies, landing pages, and targeting strategies. Regular analysis and adjustments based on conversion data are vital for maximising your return on investment.
Pinpoint Digital is a certified Google Ad Partner who are here to provide hands on management to businesses requiring a real effort towards bringing costs of conversion down and performance up! We can provide free analysis of your ad accounts and non partial advice so that you can be sure you’re getting the most out of your ad account.
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