fbpx
RealTop Digital marketing agency



Home

Industries

Services

› PPC

› Social Ads

› Email

› Social

› SEO

› Design

› Reputation

Testimonials

Case Studies

About Us

Blog

Contact Us

Free Consultation

Google Ads Mistakes to Avoid: Campaign Killers

 

Mistakes You Need to Avoid in Google Ads Campaigns

When you purchase Google Ads, or Adwords, from Google, you are paying per click. That means that you pay every time someone clicks on your ad. You want each click to be valuable. Pay for clicks that are from a different audience or target will often not result in the conversion rates you want.

How can you ensure that every click is valuable? You can’t. But you can take steps to avoid some common google ads mistakes that make clicks virtually useless.

Google Ads Search Campaign: Common Mistakes in Google Ads

Get a Free Marketing Plan with REALTOP!

Why the Word “FREE” is Killing Your Google Ads Campaign

Using the word “FREE” as a target keyword generally is not going to get you paying customers. Consumers who use the word “FREE” do not want to pay for information or services. Hopefully, this is obvious.

However, you might not know that Google will sometimes stick your website under the search term “FREE,” even when you haven’t targeted it. Those searching for free services often overlook the ad before clicking. They assume that Google knows best and click on the ad without reading the content of the ad.

Then, that person makes it to your website, realizes that you are not offering free information, products, or services, and leaves. That click that may have just cost you $10 was utterly worthless.

Adding “FREE” to Your Negative Keywords

You should add the word “Free” to your negative keyword list (along with the word “How”). Adding these words to your negative keyword list will restrict Google from using it when someone uses the word “Free.”

This step is crucial if you are starting your Google Ads campaign. The word “Free” has its place in your campaign, but you can work it back once you have a good baseline of traffic to your site. Terms like “free consultation” and “free trial offer” can be very valuable for a campaign, but they need to be used correctly to target the kind of client you want to attract.

Differentiating Providing Services and Providing Information

Although providing information about your services is essential, you want your website to turn into something other than a stand-alone resource for users.

While getting background about, for example, the divorce process in Arizona is helpful, it should not be the only thing that a visitor does when they come to your site. They should get some information, realize that you are an authority on the information, and then reach out to you for additional help.

You should not offer enough information so the client can go through the process independently. So, how can you ensure that they do that?

Get Rid of the Word “HOW” on Your Site

The word “HOW” is the biggest ads campaign killer if you are just starting out with a new marketing campaign. You do not want to teach your potential customer so much on your site that they no longer need your services.

Imagine that you are a plumber who offers residential services. While the phrase “How can I fix my leaky faucet?” will get users to your site, they are not the correct type of customer that you want to visit. You might get a higher number of clicks to your site targeting this phrase, but your conversion rate will be much lower.

This customer is not looking for a plumber—they want DIY advice. As a result, by providing a blog on how you can fix a faucet, you are giving this person the tools they need to avoid using your services altogether. It completely counteracts the value that you are trying to provide.

Which Words Should You Use Instead?

You want to target customers who are looking for help. The following words indicate that someone is looking at options to hire a professional.

  • Company
  • Consultant
  • Service
  • Best
  • Installation
  • Professional

Those who include these terms are often not DIYers—they are ready to hire a professional.

Getting “HOW” Out of your Campaign

When you build your Google Ads campaign, you have the option to include “negative keywords.” By adding “HOW” to your negative keyword list, you can avoid a lot of people who are just looking for free advice and information and who are not really interested in using your services.

Not Tracking Conversions Correctly

Google Ads offers the feature to track your campaigns’ conversions to monitor your ads’ return on investment. However, a common google ads mistake is to evaluate your conversions as a whole in your Google Ads account. This will give you an inaccurate picture of each of your ad groups performance. Instead, you should separate each of your campaigns so that Google Analytics depicts a clear and correct view of each.

Not Targeting the Correct Audience

When building your ad campaigns, make sure you target the correct segment of users. Google Ads allows you to target users by considering demographics, location, or interest. Perform research before creating your campaigns to have a clear image of your buyer persona. Once you do this, you’ll be ready to set up your ads effectively.

Not Testing your Ads

You should have a couple of ad variations. This will allow you to create variations of your campaigns with different ad copy and see which one performs better. Once you discover which one performs better, you can pause the rest, stick with that one, and create other variations. By constantly performing testing of your ads, you can be sure that you are maximizing your return on investment.

Using Broad Match Keywords

Using broad match keywords might be a risk for your Google Ads campaigns. Even though you might reach a wider audience by using broad match keywords, that does not mean that most of them will convert. This results in a high cost-per-click and low conversion rates. To maximize conversions, perform keyword research and target search terms that will drive conversions. Use high conversion rate keywords and make sure to use variations of them across your ad group. Don’t stuff a single ad with lots of keyword variations. Instead, use them naturally across the same ad group.

Not using Ad Extensions

Extensions represent an opportunity to provide relevant information in your ads, such as a CTA (call-to-action), phone number, or address. Make sure you include them in your paid search ads campaigns.

Getting Help to Create a Successful Google Ads Campaign

Using Google Ads can be very effective if done correctly. However, it takes time and effort to learn how to create a successful campaign. Do you want some additional help and direction? Work with our team on a free strategy session. Our team has spent over a decade creating effective strategies for companies with a wide range of services and expertise. Let us put that knowledge to work for you. Contact us today for more information or get a Free Marketing Plan!

Check our Facebook

Check our Instagram

Best regards, Nikitas Tsoukales, CEO

Direct Line: 617-315-1138

Main Line: 800.676.8350

Skype: nikitastsoukales

Email: nik@realtop.com

 

Recent Posts | Realtop Blog

Tips to Grow Tik Tok for your Business

Growing your presence on Tik Tok is a great way to promote your business and gain more customers. More people are turning to social media for entertainment, and TikTok provides a unique platform for businesses to reach their target audiences. Here are some tips to help you grow your Tik Tok account for business.

How to Grow your Email Marketing List

Email marketing is one of the most effective and economical forms of digital marketing available today. It helps businesses reach out to their customers and potential customers in a way that is both cost-effective and tailored to their target audience. The first step to successful email marketing is growing your list of contacts – and there are several ways to accomplish this task.

How to Measure SEO Performance for your Business

Measuring your SEO performance is an important step in making sure your business has a successful online presence. It can help you identify areas of improvement and track progress against your goals. To ensure that your SEO efforts are paying off, there are several metrics you should consider when assessing the performance of your website and content. Learn more about them here.

Inbound Marketing vs Outbound marketing: Which One to Use?

Inbound marketing and outbound marketing are two of the most well-known strategies for achieving success in digital marketing. While both are effective, there are important differences between the two that must be understood in order to make an informed decision about which is best for your business. Discover more about them and which one should you use here.

Why You Need a Digital Marketing Strategy for your Business

A well-crafted digital marketing strategy will not only help you stand out from your competition, but also give you an edge in connecting with and influencing customers. In this blog post, we explain why you need a digital marketing strategy to ensure your business’s success.

How to Build a Content Strategy that Drives More Sales

Building a successful content strategy is an essential part of any business’s marketing efforts. Developing a content strategy involves more than posting regularly to social media or launching a blog. To truly maximize your return on investment, you need to create a comprehensive plan that integrates several key elements. In this blog, you’ll discover how to build a content strategy that drives sales.

How can Video Marketing Help your Business Succeed Online

Video marketing can be a powerful tool for businesses to connect with their customers and drive sales. By leveraging the power of video, businesses can create engaging content that appeals to a wide array of audiences. Through the use of videos, businesses can showcase their products and services in an exciting and interactive way, while also informing people about their brand. Discover about the benefits of this powerful tool in this blog.

How to Grow your Business Online: What You Need to Know

Are you looking for how to grow your business online but don’t know where to start? Growing a business on the internet is becoming increasingly popular, and for good reason! It expands your reach far beyond what would be possible with traditional marketing methods. Learn everything you need to increase your business’s online presence here.

Checklist Website Design: Guide to Creating Awesome Sites

Designing a website can be an overwhelming process. To ensure the best possible outcome, it’s important to make sure to follow a checklist of key elements. A great website design checklist should consider visual hierarchy, user experience, SEO, and content.

Reputation Management Tools you Must Have for your Business

Reputation management tools are vital for any business that wants to maintain a positive image online. There are a variety of different reputation management tools available, each with its own unique features and benefits. We mention some of them in our blog and what makes them so special!