Running successful Google Ads campaigns is not as simple as it seems. There are countless things that you need to analyze and you need to work very hard to get the best possible results. And everything starts by being aware of what you need to avoid, which is why we discuss Google Ads mistakes right now.
You choose the geotarget whenever you set up a Google Ads campaign. The problem is many do not take into account the Location options. What you should do is click on “Location Options”. You will see the default value checked:
“Presence or interest: People in, regularly in or who’ve shown interest in your targeted locations (recommended)”
As this is the default option, it means that ads show up outside the geographic, outside your target area. Everything is based on how Google defines “showing interest” in locations.
Interest-based location often drags down Google Ads results. When you see this happening, choose the option “Presence”. This shows ads just to those physically located in the targeted area.
Most managers use automated bidding. They rely on it. This can easily become a mistake when you use eCPC or manual bidding.
When your account runs nationwide campaigns, the first instinct is to target the entire country. This is an error because there are always states or cities with worse or better performance. You can easily handle this with the use of bid modifiers. However, this will not address major issues like budget allocation, ad copy, and device modifiers.
As an example, when you have cities with many commuters, better conversions usually appear with mobile devices. This is because people shop and browse more when on public transportation.
Forgetting About Bid Modifiers
It is very common to set up bid modifiers and then forget about it. You can so easily end up seeing performance changes on a seasonal basis when analyzing time of day. As a result, you need to revisit your bid modifiers with the use of really good data samples. This allows you to remain relevant even when faced with prime day times.
Very Messy Keyword Matching
When using broad match types, Google is picking keywords that search terms are matched to. However, this does not always choose exactly the same one in a consistent manner. This leads to having one term that matches to various different ad groups. Unfortunately, this happens with several performance levels attached.
If you want to boost Google ads results, export search terms and use quick pivot tables. Drop search terms and pick Ad Groups count. This shows you ad group numbers one term matches to. Also, you can drop ad groups in sub-fields for search terms. This lists the ad groups under every search term.
Not Testing With Experiments
This is a mistake that is very easy to make because the Google Ads platform makes it difficult to understand. With the Experiments feature, you run controlled tests but it is difficult to set it up properly.
Google allows you to test several elements, including landing pages and bidding mechanisms. As a result, when you struggle to receive even distribution, Experiments is very useful. All you need to do is to duplicate your Campaign. Then, just change URLs for ads.
You can set up how much traffic you send to the experiment. This allows you to keep taps on every campaign to make it very simple to eventually figure out what you need to use in your ads.