For most organizations, Google remains the main driver for website traffic, and running advertising across its network can work to boost qualified leads and conversions. Google Ads can work brilliantly, or it can eat up your entire budget for very little return. That’s why it’s so important to make sure you’re utilizing Google to the best of your abilities. There are a few common mistakes you can avoid to ensure your money is being well-spent across Google’s network.
Here are the biggest mistakes:
1) Sending Traffic to the Homepage
Use specific landing pages that better match what your customers are looking for. Don’t add an extra step by making them go search for something you can easily deliver immediately.
2) No Conversion Tracking
Track forms, calls, purchases. This helps optimize Google ads and gives you better insights into how exactly those ads are driving engagement.
3) Broad Match Keywords Without Control
Use match types + negative keywords. Ensure you’re showing up when and how you want. Remember, quality over quantity.
4) Ignoring Negative Keywords
Block irrelevant searches. It does you no good to show up in search results that have little, if anything, to do with your business offerings.
5) Weak Ad Copy
Stand out with benefits and clarity. A weak ad will never be as attractive to a consumer as one that is well thought out with strong, helpful language…no matter how often it is served.
6) Not Optimizing Landing Pages
Good ads need good landing pages. You’ve got their attention. What you do with it now is what really matters.
7) Set-It-and-Forget-It Syndrome
Review weekly and optimize. Check search terms, cost per click/conversion, engagement, etc. Don’t assume things are running well for weeks on end. These ads take time to manage and optimize. It would make everyone’s life so much easier if they didn’t, but alas…
Want Google Ads That Drive Leads?
At Newman Digital Strategies, we have the experience and track record necessary to build and manage Google Ads for one goal: results. Advertising can be overwhelming, especially if you don’t know where to start. That’s where we come in. Reach out to our team today and find out how we can help you get your money’s worth.