Every day, billions of people around the worlds use the Google Search engine to find answers to their questions. This is why Google can be a powerful advertising medium to help your business reach new customers and to grow your sales. With Google Ads, you can create campaigns that make your brand appear in the top Google Search results when your potential customers are searching for the product or service that you are selling.
However, running a Google Ads campaign is not always easy—especially if you are new to advertising or don't have much experience. Many tools can help you to simplify some steps of the process. Our own Adflow, for example, can write attention-grabbing copy for your camppaigns.
There are some things you should and shouldn't do when running a Google Ads campaign. So before you start advertising on Google, it’s important you know what mistakes to avoid when setting up your new campaign.
Let’s take a look at some at the top 5 most common mistakes new advertisers make when they create their first campagin on Google Ads. Each of these mistakes can cost lots of time and money money—don't let them happen to you!
1) No conversion tracking
One of my favorite all time quote is "what gets measures gets managed"—commonly attributed to Management guru Peter Drucker (like in this article from Harvard Business Review). That sentence has never been more true than in digital marketing: The more you know about your website performance, the better decisions you can make in running your company. Google Ads and Google Analytics are two great tools to help you measure your website performance.
You should always track conversions. A Google Ads conversion is an online action you want your visitors to take, such as buying a product or signing up for your email newsletter. You set the conversion goal in your Google Ads account which tells you how many conversions are completed on a daily basis.
How to track conversion data with Google Analytics
If you're already using Google Analytics on your website, you're able to see conversions from within Google Analytics under Audience→Behavior→Site Content→Goal Completions. By clicking the Goal Completions tab, you'll be able to see a summary of all the goals being tracked, and how many conversions have been made.
By setting up goals with Google Analytics, those stats will automatically populate into Goals in Google Ads, provided that you linked Google Ads with Google Analytics—here is a simple guide on how to do that, directly from Google.
2) Manual bidding
One way of managing your budget is by using the Google Ads' Smart Bidding features—Target CPA or Target ROAS. Smart Bidding has been designed to help you set and adjust your bids without taking manual overrides, which can take up time and resources.
Once you are tracking conversions, you should consider Smart Bidding if you are looking for higher ROI on your marketing campaigns.:
- If you select Target CPA as your bidding strategies for your campaign, Google Ads will try to increase conversions while minimizing the expected Cost Per Acquisition (CPA).
- Target ROAS is a metric that aims to show the ROI of your Google Ads campaign. It’s calculated by dividing your total revenue from an ad campaign by the cost allocated to it. This is why Target ROAS is the golden standard for marketers, as it provides a clear profitability metric.
3) Same ad copy in all campaigns
Your campaigns will not get you far if your potential customers don't click on them. Google recommends you use 1 Responsive Search Ad and 2 Expanded Text Ads in each of your Ad Group. In additon, to increase the likelihood that your ad shows, you should provide at least 5 unique headlines that don't repeat the same or similar phrases.
Copywriting can be a tedious task when done manually—even for seasoned writers. At Adflow, we use artificial intelligence and machine learning to help businesses to stand out and to get noticed. Adflow's AI can take over the repetitive work of copywriting, which will free up your time for more important tasks. You can try Adflow for as long as you want by signing up for free.
4) No extensions
Search Ads on Google have a number of tools that you can use to enhance your campaigns, one of which are Extensions. Extensions let you add buttons such as 'Call Now' or 'Get Directions' to your that make it easier for potential buyers to take the next step.
The main advantage of extensions in Search Ads is that they enable potential consumers to do something with just 1 click, instead of having them click through several pages via paid searches and organic listings. Since potential consumers are already searching for your business online, then it only makes sense to make the customer journey as easy as possible.
If you want to know more, you can consult Google Ads help's page on how to select the right extensions to use.
5) Ignore keyword competition
When entering your keywords, it's important to take into account the competition for that keyword. There could be negative keywords you should add that will help maximize your return on investment by focusing your ads on specific groups of people who are more closely aligned with your business.
Bonus: Don't forget to update your campaign often!
Finally, you should frequently make changes to your campaign. If ads are not performing well, then the CPC is going up. If you keep running these ads, then it’s going to cost you more and more just to break even with your ad budget. This is called ad fatigue.
Changing your ad copy is a powerful tactic that helps you get more results. First, it will help you keep up with trends. People's interests and attention span change every day depending on what they do, where they go and who they interact with. In addition, experts say that after three weeks of running an ad campaign, you should refresh your copy to re-engage viewers.