This is the second part of the article. As yet in the first part, we have learned about the major Google Ads mistakes that many of us have been doing, i.e. avoiding important account settings, utilization of numerous keywords in one Ad group. For more information, let’s continue.
Not using the right keyword match types
While there are numerous keywords strategies to use, you can achieve success in your ads by using the right keyword match types.
There is one strategy that can be used while choosing the right keywords for your ads is the “broad-to-narrow strategy”. This strategy says to start with a broad match first in order to get more and more relevant impressions. And once your ad starts getting traffic, then differentiate the data gathered into two categories, i.e. relevant customers and irrelevant customers, both types of customers get attracted to your customers with your keywords. At this point, you should add negative keywords to your ads to prevent irrelevant clicks and positive keywords will help you to increase the relevance of your keywords.
Inapposite Landing Page
If your ads are able to generate clicks, then it means you have created relevant ads successfully that are attracting traffic to your landing page.
But most marketers avoid the importance of post-click landing page experience. Generally, if your page is relevant to the user’s search, then the people clicking on your landing page can be converted into paying customers. On the other hand, if your page is not relevant to the user’s search, then the people clicking on your landing page will simply leave as your page is not offering the solution which the users are seeking.
In both cases, if you want to know which one is not working either your ad or your landing page, then you should look at CTR (Click through Rate) as well as the conversion rates. While observing these two points, if you notice that your ad is getting good CTR then it means that users are finding your ad relevant and appealing, and if you notice that even after good CTR the conversion rates are still down which means that your landing page is not performing up to the mark. If the landing page you created is relevant with the ad then there is a high chance of increased conversion rates.
Ignoring ad extensions
While spending a lot of time creating a perfect ad campaign you must not forget to take into account the extensions, as at some point in time you will get to know how these ad extensions are impactful when it comes to PPC campaign performance.
These ad extensions will help you to enhance your ads along with your CTR. According to Google, new ad extensions will help your CTR to increase by 10-15%.
“Every type of ad extension that we offer is intended to benefit our users, which translates to a higher CTR for you. On average we have found that there is a 10-15% CTR uplift*from implementing a new ad extension. (Google 2019)”
Not designing the ad mobile-friendly
With the rapid increase in the utilization of mobile devices for online shopping, you should create your ads campaign mobile-friendly as well. For this, you can take into use the expanded text ads, as this will ensure you of smooth-running of the ads on mobile devices.
By using the right ad extensions, the performance of the ads will significantly increase in mobile devices as well. While making the ads mobile-friendly, don’t forget about the landing page, that is also needed to be mobile-friendly. The mobile-friendly ads and landing page will help you in increasing the conversions and making the customer’s mobile experience as smooth as possible.
To avoid the above-mentioned mistakes, you must hire a Google Ad Agency as they can help you to achieve great heights with their PPC Services. To create a successful Google Ads campaign they help you with combining, testing, and continuously optimizing your account.
