When it comes to Google Ads, the possibilities for optimization are endless. Enlisting the help of a professional Google Ads service provider is ideal but if you lack the resources many turn to self-management as an alternative. In this post, we’ll cover 3 common mistakes that novice marketers may encounter and provide tips on how to avoid them.
1. Not using negative keywords
A negative keyword is a specific term that tells Google Ads not to show your ad for searches on those terms. They’re also known as an exclusion list. These are typically the words and phrases you don’t want your ads showing up for, or you might already be ranking well enough without them.
Negative keywords are a useful tool to reduce waste and improve the quality of your campaign. They also help you find keywords that aren’t performing well so you can stop spending money on them. Be sure to check the search terms report frequently and add negative keywords as needed to ensure they are being used properly.
2. Using Only Broad-Matched Keywords
Setting the match type for relevant words is essential to a successful campaign. If not changed from the initial setup, all keywords will be automatically set to broad match.
Broad-matched keywords match many different variants of the keyword, many that are irrelevant which can result in a lot of wasted ad spend. If you are doing this and aren’t using negative keywords, then it is likely that your campaign will be budget deficient at some point.
Not being specific with your targeted keywords can lead to higher CPC, decreased relevance for ads and keywords, lower CTR, and decreased conversion rates.
Don’t make the mistake of using broad matches constantly. Instead, ensure your keywords are in exact match, phrase match, or broad match modified for more precision.
3. Running too many different campaigns at once
It can be tempting to try and capture everything at once, but if you don’t define your goals beforehand, it’ll be difficult or impossible. This will quickly lead to wasted spend on keywords that aren’t relevant to your business.
It’s important not to spread yourself thin when running Google Ads or risk diluting your message, but having more than one campaign will also drive up your costs. With too many campaigns it can be difficult to optimize individual campaigns and maximize your ROI. Keep your campaigns broad enough to generate enough traffic to see substantial data and to streamline management.
If you’re not using negative keywords, running campaigns with only broad-matched keywords, or managing too many different Google Ads at once then you could be spending more money than necessary. Keep these tips in mind to avoid wasting your budget on unproductive efforts and get the most ROI from your campaign.