Google Search advertising is Google’s most popular type of advertising with the ability to reach target customers at the right time to help increase conversion rates. However, not all businesses know how to successfully deploy a Google Search Ads campaign to impress customers and promote conversion into sales. Understanding this, the following article Optimal Agency will list the mistakes when implementing Google Search advertising.
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What is Google Search Ads?
Today, Google is one of the largest search engines in the world, providing a lot of important information and data to users. When users need a product or service, they often go to Google to search for related information. The appearance of Google Search advertising helps businesses reach the right target customers when they search for product information through keywords.
For the ad to appear on the search results page when customers search for keywords related to the advertised product, the business must pay a fee to Google. Google Search ads will occupy 7 important positions on the first search results page, including 4 positions at the top of the page and 3 positions at the bottom of the page. You can recognize the ad through the Ads or Ads symbol.
Benefits of running Google Search ads
It is an effective form of advertising to reach target customers with high competition. Therefore, many businesses do not hesitate to spend money to deploy Google Search advertising campaigns. Before learning about the mistakes when deploying Google Search ads, let’s explore the benefits that this type of advertising brings as follows:
Reach the right audience in need
The ad will appear in the highest position every time a customer needs to search for the product. Combined with an attractive and suitable advertising content model, it will easily attract target customers to click. With each visit to the ad and redirected to the website, the business’s chances of making a sale will increase. In addition, Google search advertising allows advertisers to target by criteria: age, and location, … This helps to improve the effectiveness of the Google Search Ads campaign while ensuring that the message is conveyed to the right target audience.
Quick and flexible implementation
With the Google Search Ads campaign, advertisers will not take too much time to set up and receive the first impressions. Therefore, this is an advertising tool often applied to short-term campaigns of businesses. Because the advertisement will reach customers who already have a need for products and services. During the advertising process, you can easily adjust the ad template or elements in the ad to optimize the campaign effectively.
Increase brand awareness
When Google search ads are displayed on Google search results pages, your brand will reach target customers as well as increase brand awareness. Corresponding to the number of ads displayed, it will show how many users see it.
Effective support for website SEO
For a normal SEO project, it will take about 6 months for a website to reach the top. In the beginning, if the business wants to have orders and increase revenue, Google Search Ads is a wise choice. Because Google search ads can support businesses in SEOing their websites to the top of Google in the beginning. Moreover, the Google Search Ads campaign also promotes business sales, increases traffic, and helps the website to be better rated, which will improve SEO efficiency.
Low cost
Compared to other types of advertising, Google search ads are cost-effective. Because the way this type of advertising is charged is based on the number of clicks on the ad. In addition, advertisers can adjust the budget by day or the entire campaign. This helps advertisers control advertising costs effectively.
Accurate measurement of effectiveness
Google provides advertisers with a detailed statistical table of the effectiveness of the advertising campaign to easily track progress and results. Indicators showing the effectiveness of the campaign include clicks, impressions, CPC, and total cost, … Based on these indicators, businesses can measure the effectiveness most accurately.
Mistakes when implementing Google Search advertising
Choosing keywords that are not suitable for the product being sold
For Google Search Ads, the ad will appear as soon as the user searches for keywords related to the product being advertised. If the user is interested, they will click on your ad to view the product and make a purchase. Keywords are an important factor in the success of an advertising campaign. You need to choose keywords that are appropriate for your business products and services to increase click-through rates and convert them into orders.
Enable Display Network
The Display Network feature is always enabled by default and it is the location that burns the most budget as well as brings low conversion rates. If there is a conversion, it is also very easy to get errors because the display pages will consume a lot of budget, and the control of the networks is not well implemented by Google, so it is easy to encounter virtual conversions. With the text ad format, it is difficult to attract target customers.
Do not use negative keywords
Negative keywords are keywords that help you prevent keywords that you do not need to display in your ads when users search on the search bar. It has the function of helping advertisers filter out keywords that are not related to the product. If you use broad match keywords or phrase match, you may encounter problems such as search phrases affecting brand safety or low conversion rates. Negative keywords will help advertisers save costs on distributing ads to non-target customers. Many advertisers ignore negative keywords, leading to low CTR and wasting budget.
Using the same landing page for all keywords
Each keyword that users search for is often associated with a certain need or desire. If you use the same landing page for all keywords, it will reduce the user experience when accessing the website. Moreover, the landing page experience is not consistent with the ad model and the user’s search query, which will not only waste your time and budget but also not find the right potential customers. In addition, if the landing page is not optimized, it will lead to low conversion rates, and wasting budget. Therefore, advertisers need to pay attention to optimizing content, and page loading speed, … to increase click-through rates as well as promote conversion to orders and increase sales.
Choosing inappropriate keywords for ad groups
The structure of the campaign includes many ad groups or ads with different keywords. Choosing keywords for an ad group greatly affects the success or failure of a Google Ads campaign. You need to pay attention to the keywords in the ad group that are related to the ad template and landing page. In addition, you need to follow the rule that keywords using ad text are included in an ad group. Ad groups with the same budget are included in the same campaign.
Do not use ad extensions
If you want your ad campaign to be more vivid and attractive in the eyes of customers, extensions are an important factor in increasing the display area. In addition, it also helps your ad become unique and enhance your competitive position compared to competitors. Popular extensions for ads: website address, phone number, price, …
Ignore Google Ads updates
Not only SEO is affected by Google algorithms, but PPC advertising as well as Google search advertising are also greatly affected by Google updates and algorithms. Marketers need to update and grasp notable information such as news about bids, ad structures, etc. Updating algorithms will help advertisers adapt to changes better.
Not measuring the effectiveness of Google Ads campaigns
When implementing a Google Search Ads campaign, you need to regularly monitor, measure, and optimize the campaign. By understanding the performance of the Google Ads campaign, you can adjust: the keyword quality score, conversion rate, keywords with low CTR, and irrelevant keyword phrases in search reports. By measuring the results, you will have timely changes and adjustments to achieve the set goals.
Above are the mistakes when implementing Google Search advertising that you need to understand and avoid to implement a highly effective advertising campaign successfully. Detecting problems and finding solutions quickly will help businesses have Google Ads campaigns with high conversion rates.
Please see more:
- Steps to implementing a successful Influencer Marketing campaign
- How to accurately measuring media campaigns impact
- How to set up an online advertising campaign
Frequently asked questions
If approved by Google, the Google Search ad will be displayed including the following components: title, link, description, and extensions. In which, the title is the most prominent line in the ad content highlighting the product information to be advertised. The link is the path to the ad landing page placed under the title in green with the Ad or Ads symbol. The description is short content for the title adjacent to the link. In addition, there are utilities such as calls, locations, sub-links, … displayed randomly so they do not need to be set to be displayed.
If you want to avoid making mistakes when running Google ads, you need to research keywords carefully. Choose specific and appropriate keywords combined with optimizing the landing page to increase the click-through rate and conversion for the ad. In addition, you need to monitor regularly and measure the effectiveness of your advertising campaign.
