Are you burning through your Google Ads budget sooner than you thought you would? Are your ads not appearing on the first page of Google? Are you not getting the right number of conversions on your website?
If the answer to any of these questions is yes, you may need to give your Google Ads account a tune-up. Here are five common mistakes we see when it comes to Google Ads, and how to fix them.
1. You've not done your keyword research
As tempting as it may be to use the first keywords that come into your head, this can mean that you spend money on keywords that don't convert.
Take the time to research your keywords, looking at how much they will cost to implement, where your website currently ranks for them and how frequently they are searched for. Google Ads has a keyword planner that will help you choose the best words to use.
2. You're spending money on ineffective keywords
Broad match and phrase match keywords can be a great way of finding brand new prospective customers, but can also mean that you waste money on irrelevant keywords.
Using negative keywords means that your ad will not appear if someone searches using a word or phrase you have specified. You can create a list of negative keywords before you set up your account, as well as block keywords as and when people use them.
3. You're targeting the wrong people
Showing your ads to the wrong target audience can result in people clicking on your ads unnecessarily.
Know your target audience before you start. Where do they live? How old are they? What are their interests? You can then use Google Ads audience targeting functionality to make sure your adverts only show to these people.
4. You're not pointing to the right webpage
You can have the most enticing ad copy in the world, but if people don't take action when they visit your website, then it is all for nothing.
Make sure that your ad takes people to the most relevant page for their needs. Try and avoid directing people to your homepage as this may not be specific enough.
When you've decided on the right page to direct visitors to, make sure the content is clear and precise, and that the call to action is easy to find.
5. You're not checking your account often enough
You may think that once you've set up your Google campaign, you can leave it to run. However, not keeping tabs on your campaign can mean that you waste money for no reason.
Log into your account at least once a week to check the following: