Wondered what all to check for while reviewing your Google Ads campaign. Here we bring together a list of 7 things that you must make a note of and avoid messing up.
We must take care of the below-mentioned common mistakes which can affect your campaign performance and impact your ad spend.
Lack Of Negative Keywords: Negative keywords play a very important role to increase your campaign’s performance. It stops irrelevant users from clicking your ad. Most of the advertisers overlook them thinking of them being a less important feature. But using them in your Google Ads campaign can lower your wasted ad spend and boost your revenue.
One can look into the search query report to identify non-performing keywords which can be further announced as negative keywords to boost ROI.
Note: Karooya’s Negative Keywords Tool for Google Ads provides Negative keyword recommendations while saving 10-20% of your search spend for free. This tool is now Free for accounts with ad spend less than $10,000 per month. Sign up and start saving your ad budget now.
Not Using Proper Match Type: Keyword match types control searches that can trigger your ad. There are four types of match types: Broad, Phrase, Exact and Broad Match Modifier.
- Broad Match Type: Google recommends using Broad match type as it helps you to build a keyword list without spending much time.
- Exact Match Type: It limits your ad to those people who search for exact keywords or close variants of the same.
- Phrase Match Type: It helps to show your ad to those searches which match a phrase or close variants of the same.
- Broad Match Modifier: This match type will trigger your ads if the keywords are present in the search query in the exact or close variant form. Broad match and Broad Match Modifier might look the same but their functionality is very different.
Each match type has its own preferences and drawbacks. It is vital to understand the need of the campaign and use the match types to gather impressions and clicks.
[Update as on 14th July 2021] – Starting in late July, advertisers will no longer be able to create new broad match modifier keywords. Read about the update here.
Not Bidding on Branded Keywords: This has been a topic of discussion among marketers. Some might say that their brand keyword is ranking high so no need to bid on that or it doesn’t get much traffic so it is not useful to advertise it. But most of the time, it’s not only about clicks and impressions, but it’s also about returns.
When you bid on branded keywords, you promote your brand and extend your reach. If your brand is dealing with negative reviews, bidding on branded keywords can minimize the effect thus increase customer interactions.
Not Having Call To Action: Call to action seems a very basic thing to do but it has a huge impact on ad conversions. It is directly related to your CTR. A wise approach would be to try different call-to-action extensions depending on your ad copy to boost conversions.
After setting up a call to action, you need to keep checking them regularly to see if they are up and running fine or you need to change something,
Improper Conversion Tracking: Automated bidding strategy works on machine learning which uses prior campaign performance to make bid adjustments based on the estimated outcomes. Many marketers find this option the best option as it makes their manual work nil. At times, automation might cause you to spend more than your budget because we tend to forget to monitor campaign performance.
Automation takes away the learning experience for beginners hence most advertisers prefer to use manual bidding strategies. It is vital that we learn when should we use automated bidding. Though automated bidding has improved remarkably in these years, relying on it too much can affect your budget in the long run.
Default GeoTargeting and Ad Scheduling: Targeting helps you to reach a wide range of audiences. Keep in mind, people around the world have different likings and purchasing power so no matter how good your product is, it will be still irrelevant to some customers. So need to keep an eye on the targeting options as targeting the whole world might cause you to overshoot your budget. You can restrict your targeting location, device, demographics, and audiences as per the business you are dealing with.
Scheduling your ads on proper timing and days will also help you to save your budget and boost conversions. For example, you run a retail store which operates well during weekends from 11 am to 10 pm. It would be wise to spend your precious budget on these functional days & hours. Targeting your ads on non-functioning days & time might force you to go over budget without proper conversions.
Ignoring Quality Scores: Your campaign’s quality score is directly related to your cost per click (CPC). If you want to lower your CPC, boost the campaign’s performance and save your wasted ad spend, you need to improve your quality score. The quality of an ad is set on three components:
- Expected Click-Through Rate
- Ad Relevance
- Landing Page Quality
If you improve on these above-mentioned components, Google will honor you with a good ad rank at a lower cost. It is always advisable to have an action plan in place to improve your quality scores. You can also try using our Google Ads scripts to raise your quality scores.
Apart from the above-mentioned mistakes, there are other mistakes too which need to be avoided like budget management, taking care of keywords in an ad group, A/B testing, etc By doing the same, you will save the budget and these savings will help you to advertise more and get more sales.