6 mistakes in Google Ads to avoid – WAU
Google Ads is an extremely useful tool for a company’s digital marketing. On the other hand, using the tool without the necessary knowledge can cause losses and hinder your campaign. In this text, you will learn about some of the most common mistakes and learn how to avoid them.
It’s hard to talk about digital marketing without mentioning Google Ads. The ad platform is certainly one of the best tools that can be used by a company to increase lead generation and boost its sales volume on the internet.
To take advantage of the available benefits, however, it is necessary to understand how to apply good practices and avoid common mistakes that can compromise an entire strategy.
In a competitive environment, as is the dispute for space in the era of digital transformation, every detail matters.
With that in mind, we have compiled in this article 6 errors in Google Ads that are frequently made by companies of all sizes.
We will explain the negative impact they can cause and indicate the way to avoid repeating them. Enjoy reading!
1. Don’t explore audience segmentation
One of the great advantages of using a platform like Google Ads is the possibility of performing a segmentation, that is, defining the profile of the audience that you want to reach in the campaign.
In addition to being a big waste, not exploiting this function can represent a considerable damage to your strategy.
This is because segmentation is an essential part of the success of the campaign. You can invest a large amount to create the perfect ad, offer the best products on the market, and still not be successful.
To prevent this from happening, you need to show the piece to the right people at the right time and on the right channel.
So, before launching your campaign, be sure to perform efficient targeting.
To facilitate the process, the tool allows you to filter the ad viewers according to different characteristics:
- demographic information: based on the performance of its products and services with users in certain locations, sex, age, etc .;
- key words: based on keywords and terms related to the audience that has the greatest potential for engagement;
- remarketing: aimed at users who have already interacted with their products or services in the past and have the possibility of returning;
- similar audience: targeted at users with characteristics similar to those on your remarketing list.
2. Perform an inefficient keyword search
Keywords are the terms that identify users most likely to engage with your campaign.
As they are directly related to the way that your persona searches on Google, it is essential to pay special attention to them.
If your campaign focuses on the keyword X, but the audience searches for Y, effectiveness is compromised.
Let’s imagine that you want to launch a campaign to publicize the launch of a new shaving cream.
It is crucial to understand the search terms used by potential consumers of the product. Only then, it is possible to create an ad capable of reaching the audience right at the moment when they search for products of the type.
It sounds simple, but the mistake made here is that many advertisers define their keywords based on their intuitions or very shallow searches.
It is no use imagining what the consumer is searching for – you must be completely sure.
Therefore, a true study is needed, which can be supported by the use of keyword planners, such as Google Keyword Planner.
This tool provides valuable insights for defining the terms most relevant to your case.
3. Not having a well-defined planning
As simple as it is to operate, Google Ads does not do all the work for your company.
Only you are able to devise a plan that is aligned with your goals and, at the same time, within the budget available for such investment.
So, one of the most common mistakes in Google Ads is the false impression that it is possible to achieve results overnight.
As with a good marketing plan, planning here involves defining the audience you want to reach and the amount you are willing to invest, and should end with setting goals that can be measured.
What would these goals be? Let’s imagine: without taking into account other factors, should a campaign that achieved a high number of clicks be considered successful?
The answer is no. As attractive as they are, clicks do not mean success.
If your ad generates an increase in clicks, but that growth is not reflected in more leads and sales, your money is being wasted.
With this in mind, it is essential to have a real and well-defined goal, such as attracting new customers or increasing the number of leads generated. Understanding this difference is essential to keeping your ROI at a satisfactory level.
4. Don’t measure results
If one of the most common mistakes is not carrying out planning with measurable goals, another is to ignore the analysis of the results.
This step is critical to assessing the success of a campaign and deciding what needs to be adjusted and what can be maintained as is.
For this step to be carried out, it is essential that you and your team are on the same page about the final goal of your campaign.
Thus, it is possible to sit down and analyze whether the investments are paying off or not. Ignoring this step can lead your company to spend money on ineffective campaigns without even noticing.
The analysis of the results is facilitated by the insights provided by the platform itself.
Just define the most important metrics for your campaign, look at the reports and cross-check what you expected before making the investment.
Without performing this step, the use of Google Ads loses much of its meaning.
With that in mind, set dates to analyze the results. How is the ROI? Is the number of customers increasing? What about leads? How many customers were acquired through investing in Google Ads?
The answers to these questions serve as a guide to adjust and optimize the efficiency of your digital marketing strategy.
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5. Create just one ad variation
Another error in Google Ads is creating just one ad variation. If your goal is – and should be – to increase the conversion rate and minimize the costs involved, it is crucial to generate several variations of the same piece.
The goal? Test and define the one that exercises the most efficiency on your audience.
Even if the same headline and description are used, varying the ad content allows you to see which one gets the most relevant conversion rate.
Remember that we talked about the importance of always monitoring and measuring results? This is one more reason.
After a good trial period, you will be able to define the type of content that best engages your audience.
Then, it is possible to put aside the other variations and focus your efforts on creating variations more similar to the “winner”.
Even so, it is important to continue performing tests and more tests. It is a continuous process that aims to optimize your investment.
6. Focus only on the bottom of the funnel
The bottom of the sales funnel addresses the moment when your persona has already discovered that it needs to purchase a product or service, and is ready to make the purchase decision.
It is the most anticipated moment for marketers and sales professionals, but focusing only on Google Ads campaigns is a common and harmful mistake.
This is because, in many cases, the ad viewer is not yet ready to close the deal – that is, it is at another stage of the funnel.
Thus, the campaign will not reach you correctly, greatly reducing the chances of conversion. This process generates a feeling of frustration in the advertiser, who is forced to make changes to the ad.
The occurrence of this error, then, is a direct consequence of the lack of well-defined planning.
Before setting up your campaign, make sure your content matches the stage of the funnel your persona is in. Otherwise, even a well-crafted ad will have difficulty converting.
Using Google’s ad tools is critical to creating effective digital marketing campaigns for your company.
The platform allows audience segmentation, launching personalized campaigns, and provides valuable insights for assessing the effectiveness of ads.
However, the occurrence of errors in Google Ads is greater than imagined. These deviations can compromise an entire digital marketing strategy and cause financial losses for the company.
Using the information presented in this post, you can optimize your campaigns and make the investment much more profitable.
So, have you made any of the errors mentioned throughout the article in your Google Ads campaigns? From now on, you will not repeat them. Enjoy being here and continue your learning with this post on keyword matching in Google Ads. Come on!