DO YOU UNDERSTAND YOUR PROFIT MARGINS?
You need to be clear on exactly how much you can afford to pay for a lead and understand the percentage of leads that convert to sales. This way you can work out the return on your investment.
DID YOU KNOW THAT THERE ARE DIFFERENT TYPES OF KEYWORDS?
Google Ads will default to the ‘broad match’ match type on set up unless you chose otherwise. This will trigger more search terms than you would normally want to show for. This could attract clicks and impressions for queries not relevant to your objectives. This will result in wasted ad spend.
ARE YOU AWARE YOU CAN USE NEGATIVE KEYWORDS?
Negative keywords will avoid unwanted searches. For example, you could use “HOW TO” as a negative term, this will stop searches from people just looking for information who have no intention of buying. Using a negative keyword can exclude keywords that aren’t a good match for your product or service. This can lower your cost and increase your revenue. Negative keywords make it a lot easier to reach the most targeted customers, reduce your costs and boost your return on investment.
ARE YOU FORGETTING TO MONITOR YOUR SEARCH QUERIES?
You can use the ‘Search Terms Report’ to identify negative keywords that you can add to your account to stop your adverts from appearing for phrases that are not relevant.
DO NOT SET UP AND LEAVE YOUR ACCOUNT TO RUN UNMANAGED
This is the worst thing you can do. Your campaigns need to be managed regularly otherwise performance can deteriorate and costs increase as Google makes regular changes to the platform.
BIDDING FOR THE NUMBER ONE POSITION IS NOT ALLWAYS THE BEST OPTION.
Bidding for lower positions can lower the cost per click considerably, while still having the same click-through rate with carefully constructed ads. Make your ads stand out from your competitors.
MAKE SURE YOU ALWAYS TRACK YOUR CONVERSIONS.
You need to know how many leads your Google Ads campaigns are getting. If you do not know how can you measure your return on investment? Conversions could be telephone calls, email leads, or actual sales for example.
WHY IT IS NOT ALWAYS WISE TO BID ON THE MOST POPULAR OR OBVIOUS SEARCH TERMS?
These terms can look like potential gold mines waiting to be tapped. But the truth is they could be a lost cause for most. They are saturated with your biggest competitors that have been advertising on those terms for years.
MAKE SURE YOU SET A REALISTIC BUDGET
How can an account with lots of keywords, ad groups and campaigns on a shoestring budget work effectively? You will get almost nothing spread across your account wasting all the effort setting up in the first place. By chance, you may get a few cheap conversions. Odds are, you won’t get anything worthwhile.
WHY IS KEYWORD RESEARCH SO IMPORTANT?
A common and perhaps deadliest Google Ads mistake you can make is not doing keyword research thoroughly. Do not select keywords based on what you believe people are searching for, or based on what you would search. It is imperative to use professional tools to find the right and relevant keywords. What is the point of bidding on a keyword that never converts and just wastes your budget?
Why Should You Hire A Google Ads Professional
If you think running a Google Ads campaign is easy, then think again.
I have been lucky enough to spend a few days in one of Google’s London offices a while back on training boot camps, below is a list of what was covered. This was just the tip of the iceberg, I have to constantly update my knowledge as it’s always changing out there.
- Account Management
- Campaign & Ad Group Management
- Keyword, Language & Location Targeting
- Ad Formats
- Budgets & Bidding
- Measurements & Optimisation
- Managing Multiple Accounts
- Performance, Profitability & Growth
If you need some help managing your current Google Ads account or to set up for the first time we can help.
FREE ACCOUNT AUDIT FOR EXISTING ACCOUNTS
Give us a call or visit our Google Ads page for more information.