You’re ready to set up your Google Ads campaign. You have got your account in hand; you have made a budget and you have gained enough knowledge to use the system. But still, you might be feeling a little lost. In fact, you could get only lackluster results when you run your first dew campaigns. No worries. It’s completely normal. Google Ads is a complicated system. It’s not so simple as reading about a great strategy, choosing some keywords and hitting GO.
However, it’s possible to make it a lot easier. You have to get the hang of some of the strategies and know where to begin and what mistakes to avoid. We are going to walk you through 5 mistakes to avoid while setting up Google Display Ads campaign and how you can sidestep them altogether. Let’s get started.
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They go all in too fast
New businesses or marketers don’t set any kind of bid regulations or have a backup plan. They go all in on a single campaign, puffing their whole budget. This is a very big problem. Google Ads are very unpredictable at times. You need to run careful split tests to estimate what strategies, copy, audience targeting, and keyword groupings will actually work best for you and your circumstances.
None of us get it 100% right for the first time while testing. You will not get enough room to experiment when you go all in from the beginning on a few campaigns.
In fact, the best result it will get is kind-of-ok results from those initial campaigns. You would likely miss out on a lot of opportunities for keywords, copy, or bidding strategies which allow you to improve your conversion rate, your ROAS, or both.
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They only consider their own campaigns
Google Ads works on an auction system. We can’t just create an amazing campaign and set an affordable bid and have our ads automatically start getting the expected results with top placements. It doesn’t work that way. The results you get are directly impacted by what your competitors are doing. You will be missing a big piece of the puzzle if you try creating your campaigns in a bubble because you don’t want to be bothered by your competitor’s actions.
You have to do market research. Take a look at what the bid ranges are for your campaigns and what big competitors are saying and what they are bidding.
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They don’t look at the big picture
You might get sucked into immediate costs and results when you size up your ad campaigns, but a short-sized view will cause you to a bigger picture. You can make this happen in two ways on Google Ads: accurately assessing lead value and attribution.
First of all: lead value. You have to account for the fact that plenty of users will click and not convert. Also, the same customer who purchases may be more likely to purchase from you several times. You need to assess the estimated lifetime value of customers and adjust your bid accordingly. Here are some Google Display ads example.
You also need to consider attribution. It doesn’t seem like someone will convert right away when he clicks on your ad and you pay for that click. But if you do the attribution, it will help you to be focused in a broader look. Someone will discover you by clicking on your ad and come back to the site through a blog post several weeks later and convert then.
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They stay too broad
It can be tricky when you choose your keywords. You may bid on every keyword that even might get you to rank in a position that would get clicks, but this is a common mistake you make when creating your first campaign that can derail it entirely.
You have to go for niched-down keyword groups, they will help you to create relevant, targeted messages to keywords that align in search intent. Your keyword ad group should be a smaller one because it’s easier to create ad copy that matches the search intent and the needs of the user. It’s also easy to send users to a relevant landing page along with potentially a higher ad ranking, which means a higher quality score.
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They forget about what comes next
This is another case of being stuck in a bubble, but this time it’s about forgetting what comes next. If you want to rank well, get clicks, and position yourself for conversion, your Google Ad campaign needs to be strong. They will be taken somewhere else once they click, and your results won’t be strong enough if the rest of your funnel isn’t strong. That’s why sometimes there are no conversions on your ads although having tons of clicks. You need to tweak your landing page or your targeting if you’re experiencing this problem.
You have to make a perfect landing page with a seamless next step. It should give the users enough information they need to take their next step. Your funnel should be well optimized.
Google Display Ads is a platform which requires a big financial investment. That’s why you have to optimize your campaigns correctly from top to bottom right from the start. You can position yourself to create stronger, more versatile and agile campaigns if you avoid these mistakes from the beginning. Everyone makes a mistake, so did I. But don’t let that make you discouraged. Be confident and get on with the marketing campaign along with the guideline above.