Are you thinking of running your own Google ad campaigns?
Here are 5 beginner mistakes you should avoid because they waste your ad spend. And I’ll show you what to do instead to get better results.
Mistake 1: Only using the default match type for your keywords
The first mistake involves only using the default keyword match type for your campaigns.
As you can see in the screenshot, all you have to do is paste your keywords as they are and you automatically will use this match type.
This is the broad match type. You will targeted the most amount of search terms possible but this will be the least targeted traffic.
The other match types are phrase match and exact match.
You may start with the broad match type to start but there is value in using phrase match and exact match in that you can see an improvement in the quality of traffic you are buying.
To use phrase match, add insert quotation marks to your keywords: “keyword”
To use exact match, add square brackets around your keywords: [keyword]
Mistake 2: Not using the search terms tab
To avoid this mistake you have to understand the difference between keywords and search terms.
Keywords are the words you are targeting in your ad campaigns.
Search terms are what the user types into Google when they do a search.
A keyword can trigger multiple keywords. You should check this tab to see if the search terms are relevant to your offer.
It is a common error that beginners experience. They setup a campaign, get a lot of clicks, but have no leads, or no conversions.
The problem being that they are using broad match type keywords which are triggering the irrelevant search terms.
Mistake 3: Not using negative keywords
This mistake is linked to your search terms. Basically, once you find irrelevant search terms in your campaign, you add those terms to your list of negative keywords.
Then that irrelevant search term will never trigger your ad and you will not waste more money on irrelevant clicks.
Mistake 4: Not testing multiple ads in your ad group
If you only have 1 ad in your ad group you are missing out on a massive opportunity for better results.
If your campaign is setup correctly but your ad is missing the mark, then you can significantly lower your conversions.
Here’s what to do!
You should have at least 2 ads in each ad group. And the ads you have should be completely different. Not slight variations of each other but totally different ads that test out different angles.
Then after a couple of days you will see which ad performs better. The better performing ad becomes your default ad. You can pause the worst performing ad and in its place ad another different ad.
This is testing and optimizing your ad for best results.
Mistake 5: Sending traffic to the wrong page
Many beginners believe that simply creating a campaign and sending it to your main page is enough for online advertising.
This couldn’t be further from the truth.
To get better conversions you should be using landing pages. These are product specific pages that are asking the user to take one action only.
These pages are especially useful for ecommerce store. These stores have multiple products.
Instead of sending your pay per click traffic to your main page, you can make product specific pages which you use to generate leads. On these pages you collect users email addresses.
Sending pay per click traffic to your main page, on which you have multiple offers, can limit your potential for conversions.
But if you use landing pages you can get targeted leads and then promote your offer via email campaigns and follow up with these leads with emails.
I hope you have found these insights valuable. If you are interested in learning how to start pay per click advertising then my training can help you.
I’ve create an online course that teaches you everything you need to know to start advertising using Google pay per click ads.
This course is newbie friendly and I will introduce you to the Google ads panel and how to setup a campaign.