Search Engine Marketing (SEM) is a powerful way to attract targeted traffic to your website. Google Ads (formerly known as Google AdWords) is arguably the most popular platform for SEM, but it comes with its own set of challenges. Even the most seasoned advertisers can make mistakes. Below are some of the most common SEM errors made on Google Ads, along with suggestions on how to avoid them.
Many advertisers overlook the importance of adding negative keywords, which results in their ads showing up for irrelevant search queries.
Regularly monitor the Search Terms Report in Google Ads. Add irrelevant terms as negative keywords to ensure your ad doesn't show up for those queries.
Not spending enough time on keyword research can lead to bidding on keywords that are too broad, irrelevant, or not profitable.
Use Google's Keyword Planner or other third-party tools for comprehensive keyword research. Look at competitors, historical data, and other metrics to make an informed decision.
Generic ad copies fail to capture user interest and can lead to low click-through rates (CTR).
Write compelling, unique ad copy that addresses user intent. Use call-to-actions (CTAs) and highlight unique selling propositions (USPs).
Many advertisers forget to set up conversion tracking or set it up incorrectly.
Install the Google Ads conversion tracking code correctly on your website. This way, you can see which campaigns, ad groups, and keywords are most effective in terms of ROI.
Ignoring the mobile audience can result in missed opportunities, as a significant percentage of searches are now done on mobile devices.
Create mobile-optimized landing pages and ad copy. Use mobile-preferred ads and ensure that your website is mobile-friendly.
Spending too much on ineffective campaigns can quickly drain your budget.
Regularly review your campaigns to see which ones are performing well. Reallocate budgets towards profitable campaigns.
Either ignoring ad extensions altogether or using them incorrectly can result in lower visibility and CTR.
Use relevant ad extensions like sitelink, callout, and structured snippet extensions. They make your ad more informative and increase real estate on the search results page.
Many advertisers launch campaigns without modifying the default settings, which may not be optimal for their specific goals.
Customize settings like ad rotation, ad schedule, and targeting options based on your campaign objectives.
Not running A/B tests to optimize campaign performance.
Regularly run A/B tests on your ad copies, landing pages, and keywords to find what resonates with your audience.
Google Ads is an ever-changing platform. Not keeping up with updates can make your campaigns less effective.
Stay updated with Google Ads’ changes by reading official announcements, participating in forums, and possibly hiring professionals who specialize in Google Ads.
By recognizing and rectifying these common mistakes, you can substantially improve the performance of your Google Ads campaigns, achieving better ROI and greater business success.