studiommbo (2)

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7 mistakes to avoid while creating
GOOGLE ADS CAMPAIGN
Via MMBO
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Introduction

• Google Ads can make or break your brand. If you
  have been using Google Ads for your business, you
  might know that while starting to advertise with
  Google Ads is straightforward, mastering it is
  another story. If you havent used Google Ads
  yet, youre doing your brand a disservice.
• According to Googles estimates, for every 1 a
  brand spends on Google Ads, they get 8 in
  profit. Even then, without a strategic approach
  and proper care, your Google Ad campaign can
  quickly become an expensive gig. One mistake can
  cost you money, time, effort, and reputation.
• This blog is for you if you want to avoid such
  mistakes. Save money, time, effort, brand value,
  more by learning about the most common mistakes
  that hundreds of brands make each day while
  operating Google Ads, which often leads to their
  failure. Here goes.

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Mistake 1 Failing to use the Right Keyword
Match

• The top 3 categories of keywords a Google Ads
  advertiser should be familiar with are
• Broad match
• Phrase match
• Exact match
• A common mistake people make is using the wrong
  keyword match type.
• Heres a tip for you. For best results, you
  should combine the three keyword matches and bid
  strategically. You can also split match types
  into individual Ad Groups or single keyword Ad
  Groups.

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Mistake 2 Poor AD Quality and lack of AD
Extensions

• Even if you master the match type, you might not
  see results. Of the many reasons, one of the
  major reasons is either not having or optimizing
  ad extensions. Both of the issues are easily
  avoided.
• Thanks to Google, it is easy to write
  high-quality ad copy. It is also easier to adjust
  your settings to ensure you yield the best ROI.
  With ad extensions, you can use sitelinks
  (links shown below some Google search results),
  call, as well as, location extensions, all to
  enhance your ad. You can find all of it on your
  Ad Extensions tab in your Google Ads account.
• With ad extensions, you just need to add little
  extra pieces of information or links to the ad.
  The added rich snippets will give your customers
  more reasons to promptly click on your ads.
• If you use the right ad extensions, it will
  ultimately increase the click rate. Now the
  challenge is ensuring that your landing page is
  high-converting. Why? Because when potential
  buyers or visitors get on your landing page,
  theyll find exactly what theyre looking for
  without any hassle.
• Then comes the ad copy. In this fast world, you
  need to capture your audience with a compelling
  ad copy. A powerful copy has to be precise and it
  should offer problem-solving, include emotional
  triggers, induce FOMO, and focus on benefits.
• You should use every available tool and
  opportunity to get the best results.

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Mistake 3 Having no clear
understanding of
Profit Margins and
Conversions

• If your ultimate goal is to boost your revenue
  and not just short-term profit, you need to track
  both your profit margins and conversions.
• After youre done with your ad spend, sooner or
  later, you would need to see a return so that you
  can secure more budget for the future.
• All smart advertisers take time out from their
  busy schedules to chalk out the lifetime value of
  a potential or new customer. And then decide how
  much theyre willing to spend to acquire or keep
  the customer.
• You should do something similar for PPC ads. Set
  up conversion inquiries or sales from the Tools
  and Analysis option on the menu, and then go and
  add new conversion.
• There are multiple formulae to calculate profit
  margins and conversions. However, not every
  formula works for every industry. You can test
  them out yourself to understand which works best
  for you.
• Getting a better understanding of profit margins
  and having an estimate is great for successful
  Google Ads.

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Mistake 4 Avoid Negative Keywords

• A negative keyword is a type of keyword that
  stops your ad from being triggered by a
  particular word or phrase. Your ads wont be
  shown to anyone searching for the said word or
  phrase.
• Every day Google processes 6million keywords.
  15 of those keywords are 100 new and
  unregistered. Chances are, some of these keywords
  are high-quality and some not so much hence
  detrimental to bid target. Using negative
  keywords, you can exclude keywords that are not a
  good match for your product/service. This can
  lower the cost and increase the revenue. Did you
  know with negative keywords you can easily reach
  the most targeted customers? Yes, you can. You
  can also reduce costs, boost ROI, and increase
  Google Ads quality score.
• But while you do need to use negative keywords,
  make sure you use limited negative keywords or
  your results could become difficult to track,
  customize negative keywords, and use a
  spreadsheet to track keywords their negative
  counterparts.

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Mistake 5 Failing to Bid

• To increase conversions, you should definitely
  bid on your own brand name keywords. Of course,
  you should also pay attention to your brands
  value.
• Even if you list on the top of the organic search
  results, if you bid on brand terms, you can
  dominate search real estate by claiming the top
  two spots. The paid search link will work with
  your organic search link to bring more traffic.
• If you dont buy your brand term, your competitor
  will. This way, they will show up above you.
  Secure your space before your competitor gets on
  it.
• The largest and most popular brands are bidding
  on their own brands and effectively reaping the
  benefits, you can too.
• With paid search, you can direct consumers to
  specific pages. It can be used to drive attention
  to special offers and promotions.
• Brand keywords are more economical than generic
  keywords.
• Brand words come in when people have already done
  their research and want to make a purchase. So,
  they have the intent to buy.
• You can promote your business reach out to
  existing customers and media fans by bidding on
  your own brand. So, if customers are searching
  for your brand, it means youre performing well.
  After all, 80 of your revenue is estimated to
  come from 20 of your customers-those who already
  love you.

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Mistake 6 Not understanding your Customer
Lifetime Value

• Not knowing your customer lifetime value (CLV)
  can cost you time money. CLV is the revenue you
  can expect from one customer through your whole
  business relationship.
• How much you are willing to or can afford to
  spend on your customer depends on the CLV. There
  is no need for a guessing game it will only
  cause recurring losses. Instead, you should
  calculate it.
• If you know your CLV, you can adjust customize
  your campaigns and bid on keywords more
  strategically. This will drive the right
  customers to your landing page.
• According to David Skok, a venture capitalist, to
  remain in business, you should be able to recover
  the money you spend on Google Ads PPC to acquire
  a customer in less than a year.
• Moz, an all-in-one SEO brand, for example, spends
  99 to acquire a single customer. However, they
  use unique tactics by offering members-only perks
  to get their money back and then some. This is
  done by partnering with other brands.
• Or you can use HubSpots way to measure where you
  are spending the money and then customize it by
  implementing more ecological ways to spend less,
  earn more.
• This healthy cash flow can help you sustain
  yourself in the long run.

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Mistake 7 Missing out on Testing Optimal AD
Position

• How does Google rank ads? By using a simple
  formula, bid x ad quality.
• Simply put, bid more than your competitors
  targeting the same keywords, and your ad will
  rank better if you have the same quality score.
• The quality of your keywords, your click rate,
  and your targeted keywords decide your ad
  quality. This score then determines your ad
  position. Contrary to popular belief, 1 might
  not be the best position for your ad because
  while 1 may get more clicks, it might not get
  more conversions.
• Your Ad position should depend on your goal. If
  you want better branding, then sure 1 is great.
  But if you want quality clicks or traffic or
  conversions, some experts believe that positions
  3 through 5 work best.
• There is no cookie-cutter rule for Google Ad
  positioning. You have to test out what works best
  for you.

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Conclusion

• If youve followed our blog till now, hopefully,
  you can avoid the Google Ad mistakes mentioned
  use some of the suggestions to gain more from
  your Google Ad campaign. The most important thing
  is to learn from your and others mistakes and
  develop new and innovative strategies to cope
  with any further issues before they become
  significant. If you need more information or
  help, you can always consult an expert like MMBO,
  a top PPC agency in Delhi.
• Note
• MMBO is a leading PPC agency in Delhi. We have a
  team of PPC experts, Google Ads specialists, and
  experienced marketers working with us to offer an
  insightful look into Google Ads as a whole and
  PPC marketing. We have worked with multiple
  brands to help them avoid and overcome the
  mistakes discussed in this blog and much more. We
  hope to do the same for many more brands.