Google Ads is an online marketing platform established by Google, where advertisers bid on certain keywords for their clickable ads to appear on Google search results. Bidding on the right keywords is significant for Google Ads. Businesses get in touch with the Ad words agency to find out the keywords that get more search results.
Some businesses use the AdWords tool to search and drag the keywords. No matter, how you search for the keywords, but the keywords should be relevant to your business offerings and most frequently used by people to search for your products and services.
How Does Google Ads Work?
Keywords play a vital role in the Google AdWords auction. Advertisers need to bid on some keywords and decide how much they are willing to pay for a click. Sometimes, your Google Ads won’t show even when the internet users search the keywords you bid. This may be because someone else has paid more for their ad to display with the keywords you used or chosen.
This is where pay per click bidding is significant. The pay per clicks can change quickly and that change can wreak havoc in your Google Ads campaign. This is why it is important to hire a PPC management team that can track the changes in no time and implement them in your AdWords campaign.
Because of the fluctuations in cost per clicks, it is common to make mistakes on the Google AdWords campaign. However, if you will know the problems, you can work on them to fix them.
5 Problems of Google Ads and How to Solve Them
Here are discussed 5 most common problems of Google Ads that can hurt your marketing campaigns and how to fix them:
1. Neglecting Non-Keyword Targeting Options
Of course, keywords are important to make sure that your ads are showing up. However, keywords are not only the factor that can show up your ads. Some non-keyword targeting options can still impact your campaigns and make sure that you get relevant ad placements. Besides the keywords, you need to target the location you are operating.
For example, if someone searches for a caretaker in Mumbai, they do not watch out an ad for a caretaker in Chennai. If you include your location in your keyword, you can get traffic that is more likely to convert to your customers. Another thing is languages. Publishing your ad in only one language won’t help if you operate all over the world. You need to focus on non-keyword targeting options like these when building your Google Ads campaign.
2. Focusing Only on Inclusionary Targeting
Focusing only on the positives and not the negatives may be a good life goal, but it is not a great marketing strategy. You need to consider customers’ objections and overcome them. You need to look at who is not your target audience and why. If you could find out the negative keywords that won’t get you clicks or conversions, you can avoid them and make your ad campaign much more effective.
You just need to spend some time to drag out the negative keywords when choosing the positive and relevant keywords for your business. For example, if you have the negative keyword stilettos, but if someone searches for “dance shoe stilettos”, they don’t see your ad campaign, which increases the number of times your ads are missed to be viewed or clicked. Determine and eliminate whatever is not working for your ad campaign.
3. Overly-Stuffed Keyword Lists
When you create your first ad, you might want to include every keyword that is relevant and gets you a conversion. Then, you end up with an overly-stuffed keyword list that contains beyond what is needed actually. When you stuff your ads with keywords everywhere, you cannot get the exact results you have expected and it is harder to write ad copy and develop a message.
For example, if you are a fashion designer designing costumes for weddings, movies, and photoshoots, you cannot use all the keywords related to photoshoots, weddings, and movies in a single ad. There are three different audiences and if you write an ad copy or source for one, it could end up isolating the others, which can decrease your conversion rate.
The best solution for this is to create small, targeted ad groups that have a specific focus. If you use keywords and write an ad copy for what your audiences look for, you can get more clicks and conversions.
4. Neglecting Your Bidding Strategy
Google Ads allow you to bid keywords based on your budget. However, depending on your budget alone can prevent you from optimizing your campaigns for keywords. Sometimes, rather than your budget, you need to consider the type of keywords that are effective, connect you with the audience in a new location you are targeting to reach, and get you more conversions at a low price. You need to stick on your budget, but at the same time, you need to determine how much you are willing to pay for a click and why.
Do not think that, high-volume keywords will get more conversions because sometimes, they cost you more for no results. Use the right tools to bid on keywords.
The common mistake that people make is, once their ad campaign is created and running, they don’t think about it. Your ad campaigns do need alterations and modifications during their lifespan. You need to monitor and update your ad campaigns regularly depending on the current marketing trends and search results.
If you want to create an effective Google Ads
campaign for your business, you need to hire the best and reputable digital marketing company.