To have quality Google Ads with high conversion rates needs a lot of practice and experience. You as an entrepreneur or manager have other priorities at your firm and therefore, will not have the bandwidth for Google Ads Management in the USA.
You can most definitely create a Google Ads account and start a campaign. If you get lucky, you may even be able to get your business on first-page results for most of your target audience, either locally or globally. But to have an effective Google Ads campaign, the most important aspect that needs to be considered is Return on investment (ROI).
If you are running Pay-Per-Click (PPC) for the first time, you will not know if your campaigns have been optimized as per your requirements. This leads to a waste of your time and money without getting the desired results.
Here are some common mistakes that take if you manage Google Ads on your own:
Business Owners Stop Monitoring Ads:
Most business owners think that Google Ads is something that does not require constant monitoring. They believe that it can be set once and then they can forget about it.
Google Ads keeps on updating its algorithms and releases new features. Apart from that, constant tracking of how much is being spent on each keyword and what the revenue
being generated on it or how many conversions a keyword leads to is of utmost importance for business owners or managers to know.
Targeting the Wrong Audience Geographically
This is the most common mistake most businesses make that we as an agency have come across. Your PPC budget will go away in no time if your business starts showing up in areas where you do not even provide your services, geographically. Inaccurate geographical targeting can be easily fixed, only with the help of proper guidance.
The first step to correct this mistake is to define your geographic service while starting your Google Ads campaign. Say you provide your services within a radius of 100 km from your location. This means that you will receive clicks on your ads from people who are within the 100 km radius of your location and not beyond that. This will help you from reducing the wastage of two of your most precious resources: time and money.
Mismanagement of Keyword Categories
Broadly speaking, there are three categories of keywords on Google Ads: Broad Match, Phrase Match and Exact Match.
Most advertisers are aware of these keyword categories. However, they either underestimate its potential or do not utilize it properly. Trying different combinations of keyword categories will determine which combination works best for you.
- Broad Match:
In this keyword category, ads will appear when someone searches for the keywords that are being advertised by you. Irrespective of what the search query says, your ads will appear.
For example, let’s say your firm is advertising the keyword “ women’s winter boots”. Your ad, under broad match, will appear for a variety of keyword searches like “ winter boots”, “winter boots women”, “boots winter women”, “best women’s winter boots”, “women’s winter boots for sale” and so on. While using broad matches, you may receive plenty of clicks and more traffic to your landing page or website.
- Phrase Match:
In phrase match, the sequence of keywords should be exactly like the keywords that are being advertised. Say your organization is targeting the keyword “ best sushi restaurant in Dubai”, your ads will only appear if the search query from the consumers is similar. “Where is the best sushi restaurant in Dubai” is another example of a search query where your ad will show up.
- Exact Match:
As the term refers, this keyword category focuses on absolute keyword phrasing matching with the query. Considering the above-mentioned example, under exact match, your ad will show up if someone searches exactly for “best sushi restaurant in Dubai”. Any other assumptions such as “Where is the best sushi restaurant in Dubai” will be eliminated.
You may lose traffic with an exact match keyword category but generate quality and well-qualified leads if done rightly. Therefore, tracking, monitoring and observing Google Ads are very important.
No one keyword category may be a perfect choice for your business but a combination of them can be an ideal solution. Only upon consultation with agencies, you will know which keyword category may work for you.
Showing Up in Irrelevant Google Search Queries
Not all the queries that are entered in Google that are related to your keywords are suitable for your business. Keywords related to your business may get you certain search results but they may be irrelevant to the products or services you are offering to the world. A keyword like “ceiling fan”, for example, may lead to search results like table fan or pedestal fan.
Underestimating the Power of Negative Keywords
Keywords related to your business may be searched in a negative sense as well as by the people. Considering this, Google Ads Management has an option to eliminate popping up your ad if you have classified certain keywords as negative keywords.
For example, let’s say your organization sells “baby formula” and someone searches for “hazardous baby formula”. If the word “hazardous” is not inserted as a negative keyword, your ad will pop up. This will generate bad-quality leads and may also put your brand in a bad light.
Get Your Google Ads Managed by a Professional PPC Agency
PPC can take your business to new heights if done correctly. Most businesses manage it in-house and fail to get the desired results. Hire a professional digital marketing agency in the USA to run your PPC ads.