Pay-per-click (PPC) advertising is one of the most effective search marketing techniques you can use to attract new business. By using Google Ads, you can make sure your search and display ads appear on Google’s network. That means consumers across the world will see your ads and discover your business. In fact, PPC website visitors are 50% more likely to make an online purchase than organic visitors. By improving your PPC campaigns, you can drive traffic and sales. While Google Ads is an effective marketing tool, it can also become costly if you fail to strategize. Here are seven Google Ads mistakes you never want to make. By avoiding these errors, you can optimize your campaigns and boost sales. Let’s begin!

1. Missed Targeting Opportunities

The first step to an effective PPC campaign is to understand your target audience. Failing to start with a thorough research will only lead you to make future Google Ads mistakes. First, determine who your ideal customers are. You can target your audience based on demographics like age, gender, and location. You’ll also need to determine which keywords your customers are using during a search. Without this information, your ads won’t appear in front of the right consumers. You’ll fail to produce leads and sales as a result. Don’t forget to keep up-to-date with new features and trends, too. If you want to make the most of your PPC advertising campaigns, you’ll need to maximize your reach. There are many different ways you can reach customers within different campaigns. For example, you can create responsive search ads to ensure your headlines and images adjust regardless of the ad space. Visual search, Amazon paid ads, voice search, and artificial intelligence are impacting PPC advertising, too. Voice searches could account for 50% of all searches by the end of this year. If you’re not appearing for voice searches, you’re missing out on potential sales. By keeping up with the latest trends, you can make sure to appear in front of your ideal audience as often as possible.

2. Forgetting Your Goals

Google Ads allows you to set specific goals for each of your campaigns. By selecting specific goals, you can make sure your campaigns achieve your larger marketing objectives. However, many new PPC advertisers neglect to consider their goals before creating campaigns. What are you hoping to achieve with your PPC campaigns? Do you want to generate more traffic to your website? Maybe you want to boost brand awareness by appearing in front of more consumers. You can even use PPC campaigns to generate phone calls or form submissions on your site. Setting your goals beforehand can help you avoid wasted costs. Otherwise, your PPC campaigns might not generate the results you hope for. It’s important to set your goals before you begin creating your campaigns. That way, you know which key performance indicators to study. You can also choose specific keywords for a campaign based on your goals. Failing to set your key performance indicators beforehand will make it difficult for you to recognize if a campaign is working effectively.

3. Using Broad Match

It’s not enough to choose strong keywords for your campaigns. You’ll also need to consider your match type for these keywords. Many first-time advertisers make basic Google Ads mistakes regarding keyword match types. When you first type in your keywords, they’ll appear as broad match. Broad match keywords will show up for ads even if the keyword is misspelled. You’ll also appear for related searches, synonyms, and relevant variations. However, those variations don’t always match your targeting goals. For example, a shoe store might show up for “shoe repairs.” If you appear for too many variations, you might run out of your advertising budget faster than intended. Instead of using broad match, you can use broad match modified, phrase match, or exact match. Each match type will allow you to specify which searches you’ll appear for.

4. Ignoring Negatives

You can also waste valuable ad spend if you fail to review your search queries regularly. Which searches are you appearing for? Is every search relevant to your product or service? Remember, there’s a chance you’ll appear for variations or synonyms. To avoid appearing for inaccurate searches, make sure to build a negative keyword list. You won’t appear for any searches that include words or phrases on this list. Building your negative keyword list will help you avoid wasteful spending.

5. Neglecting Your Landing Pages

Your landing pages play a big part in the success of your Google Ads campaigns. After a consumer clicks on your ads, they’ll arrive at a page on your site. Then, you can describe your product or service. You can use a strong call-to-action (CTA) to encourage the consumer to convert into a lead. You need to make sure these landing pages are optimized. For example, an effective landing page will load quickly. If your page is slow, it could impact your quality score. If you have a low-quality score, you might not rank at the top of the page for a search. The higher you rank, the more brand awareness you’ll generate. Otherwise, your competitors will take that top-notch spot from you! You’ll also want to make sure your keyword appears on the landing page. Keyword relevance is a component of your quality score as well.

6. Missing Ad Extensions

Ad extensions are a great way to ensure your ads standing out on a search page. However, it’s a common mistake for new advertisers to neglect this piece of their digital marketing strategy. Extensions can help you direct consumers to perform a certain action. For example, you can use a call extension to have the consumer call your business. There are sitelink extensions that link to pages on your website. You can also use a location or review extension to improve your clickthrough rate and credibility.

7. Remove Retargeting

Remarketing is one of the most effective tools you can use as part of your advertising strategy. With remarketing, you get a second chance to market your business in front of previous website visitors. Remarketing can help improve your ROI by giving you another chance at generating conversions.

Pick Up PPC: 7 Google Ads Mistakes That Could Cost You Conversions

Don’t make these Google Ads mistakes. Instead, improve your PPC advertising campaigns with these tips.

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