1. Not grouping keywords together correctly
With Google Ads, you can break down your ads and keywords in each campaign within ad groups. A common error people normally make is to put all their keywords together in an ad group, which means that the same advert is shown to every potential client.
It is fundamental that the advert that is shown coincides with the keyword the potential client has searched for: the more an advert matches a keyword, the higher the chance people will click on the advert. So be careful to group your keywords together correctly!
2. Not using keyword matches correctly
Another very common mistake that people make is not using the right type of keywords in their campaigns. A broad key word match will reach a wider audience, but phrase match and exact match often provide a higher rate of conversion.
The best thing you can do is adjust the matches to see what is the most effective. Broad match could destroy your budget, so you must be careful.
3. Not paying enough attention to the use of negative keywords
When you are managing Google Ad campaigns, you have the option to use negative keywords, which function by excluding keywords that aren’t relevant to your product or service.
You may add key negative words both as as a campaign and at the ad level. The list words can be very extensive, almost endless, clear examples are: free, tutorial, studies, free etc. Words you do not want your ad to be published with.
4. Being attached to an ad
Results are most important than what you like best. Trying different variations of ad headlines and body texts will help you to know what will work better.
Once you have at least 20 clicks, chose which has had the highest conversion rate or the highest CTR (click through rate). Also, you can chose the advert with the lowest CPA cost. That will depend on which works the best for your business.
5. Not considering the lifetime value of customers
If you have never calculated the long-term value of a new customer in your client portfolio, there is no way to know how many you should spend on AdWords campaigns. If the amount of your conversion expenses exceeds the amount of benefit a client will bring to your company, we assure you that soon you will have problems staying afloat.
Understanding the value of every long term client will help you to determine what the acquisition price to pay is.
6. Not knowing who you are competing with
When it comes to Google Ads, a common error people often commit is not knowing what are the ads your competitors are using. It is fundamental to study the adverts from the perspective of a client and think what it is that excites you the most of makes you click.
As you visit your competitor’s websites, it is a good idea to take notes of the experience as a user (good-bad), so that this way you can make adjustments in your own landing.
Putting into practice everything that you have seen and trying different types of adverts will be key to improving your conversion rates and adjusting costs.
