2874|
2019/02/17|
Digital Marketing
Targeting ads is an essential part of a successful advertising campaign. You may have designed the perfect ad, but you'll need to show it to the right people at the right time to better reach your goal. Google Ads offers different ways of targeting your ads.Targeting is extremely useful in directing your ads to the audience you want and drive conversions. This also ensures that you do not pay unnecessarily for clicks that won’t convert.
Solution
Location, audience and device targeting are some ways you can narrow down your audience. Choose targeting strategies based on your business goals. If you are looking for customers to purchase your products in your home country, use location targeting, so you do not pay for clicks from overseas customers that you cannot reach. Furthermore, it may be easier to reach customers via mobile rather than desktop targeting if your customers are always on the move.
Ad extensions are great. Undoubtedly. They help your customers navigate your site and take action quickly without even going to your landing page. But there is a more practical benefit of using ad extensions – they make your ad bigger! The bigger your ad, the more real estate your ad takes on the search page, the higher the chances of your ad getting noticed and clicked are!
Solution
Get familiar with the different types of ad extensions and add them whenever it is suitable for your business. When in doubt, callout extensions are almost always applicable!
There are a lot of factors that go into how effective your Google Adwords campaigns are. Most people focus on optimizing their bidding strategy, keywords and quality score, but those aren’t the only parts of your campaigns that matter. Ad groups are just as important as any of those other components and if your ad groups aren’t set up right, you’ll never get anywhere with your campaigns—at least not anywhere you want to go.
Solution
You should create ad groups where the keyword groups, ad text and landing pages all match each other closely. It’s almost never a good idea to try to appeal to your entire audience in a single ad group.
The ad positions will be different for two different ads as the components of their quality score (expected click through rate, ad relevance, and landing page experience) will be different (which influences ad rank and position).
May be you can use Adwords automated rules to increase your ad positions when it is low but you need to change your bid to do that. So again you are influencing/changing one component in ad rank (position).
A better approach can be finding the most suitable ad to achieve your marketing goals. Find the ad which bring more visits (CTR) or more sales/leads (conversions). Once you find the most profitable ad, you can test different positions by adjusting the bid.
Quality score and average positions are few indicators that can give you some direction in campaign optimization.
Solution
To adjust your ad’s positions, start playing with your cost per click bids until you are between the 3rd to 5th positions.
Many marketers skip this step. Testing ad copy is usually dismissed as unnecessary, but the truth is, you never really know how your ads will perform. Even if you had the perfect ad copy that may be doing quite well, testing your copies is always a good idea.
Solution
Start crafting multiple variations of that perfect ad copy. This can mean having several ads with the same titles but different descriptions, or vice vera.
Also, try adopting different angles to the copies. For example, an ad for a preschool can urge parents to sign up and secure a good future for their child or lure parents to sign up because of its excellent reviews. After running your ads, wait until they receive around 20-40 clicks before pausing the advertisements that are not performing as well.
By following these tips and avoiding these common mistakes, you can easily ensure that your Adwords experience is more efficient and far-reaching. If this is all too daunting, consider getting a Google adwords agency to do all the hard work! Google Adwords is in the end a tool and those who use it well are the ones that stand at the top. It’s time for you to join them.
Read Part One of Top Common Google Ads Mistakes and How to avoid them
