Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert
The Google Ads Mistakes We See eCommerce Businesses Making & How They Can Impact You
If you’ve been setting up or managing Google Ads campaigns but you’re not seeing the revenue you were hoping for, chances are good that mistakes are happening somewhere along the line.
We see countless (avoidable) mistakes happening every single day across Google Ads campaigns, and these mistakes can be incredibly costly. Not only are you wasting money, but you’re also wasting time.
It’s not all doom and gloom, though. When you know what these mistakes are and how you can go about fixing them, you’ll be on the right track to seeing the results you’ve always wanted.
1. Ignoring Search Terms
Search terms are one of the most important parts of your Google Ads campaigns. They’re vital to understanding how your target audience is actually searching for whatever it is you’re selling. Knowing exactly how your audience is searching for something means you can refine your keywords and ensure your ad is relevant to your customers.
This means you’ll reach the right people sooner, maximising your revenue and your campaigns’ performance. It’s critical not to ignore search terms, as they help you understand search intent, identify new keyword possibilities, and ensure your ads are being seen by the most relevant groups.
2. Not Optimising Your Landing Pages
Once you’ve set up your campaign, it’s easy to think that the hardest part is over, but this isn’t strictly true. To ensure the best results for your campaign, you need to be ready to constantly tweak and improve your landing pages for the best conversion rates.
No one wants to see a drop in conversions, and optimised landing pages can make all the difference when it comes to showing the user exactly what they want from their search. It’s important, though, that when we say optimised landing pages, we aren’t necessarily talking about the same optimisations you may do for an SEO campaign. You generally want your Google Ads landing pages to be much more streamlined for sales so that anyone who lands on the page can easily find what they’re looking for and check out. Not optimising your landing pages for sales or having landing pages that are difficult to navigate are two of the biggest mistakes we see that can lead to a drop in conversions.
3. Misjudging Your Performance
This is an incredibly common mistake, especially for eCommerce businesses, but in short, poor judgment can equal poor decisions, which can really negatively impact your campaigns.
When you get too close to the data and start looking at it on a daily basis, the smallest fluctuations can cause you to make quick decisions that might not be the best overall. Rather than seeing small fluctuations and immediately panicking, you want to take a step back and look at the data as a whole so that you have all the information you need to make informed and more effective decisions.
4. Not Heeding Google’s Warnings
This one is particularly important if you’re a marketer, but it is still relevant for individual businesses. It can be easy to skip checking for errors and warnings, but this can be a pretty big deal if it leads to a suspension.
You want to keep an eye on Google Merchant Centre and your Google Ads account to make sure you’re not getting any notifications or warnings. If you are seeing these warnings, fix any errors as soon as possible, as waiting can lead to suspension, which can, of course, lead to a loss of conversions.
5. Misgrouping Your Ads
One of the main factors that helps to increase your Google Ads quality score is ad relevance, and making sure your ads are grouped correctly is the quickest way to improve your ad relevance.
One of the biggest mistakes we see eCommerce businesses making with their ad groups is simply putting all the keywords into one ad group without any thought to the user’s search intent. By grouping all your keywords together, Google is going to show the same generic ad for all of them, which can lead to a lower click-through rate and fewer conversions. To combat this, you want to separate your campaigns into themed ad groups based on search intent. By doing this, you can boost your Quality Score and get better results within your budget.
In Summary
Running Google Ads can feel incredibly daunting, but with the right advice, you can reduce the likelihood of mistakes and increase the likelihood of revenue for your eCommerce business.
If you’re still not sure exactly what’s going wrong in your campaigns, enlisting the help of an expert Google Ads agency in London might be just what you need to get you off on the right foot. Contact us today to find out what we can do to optimise your Google Ads campaigns to avoid mistakes, garner clicks and make you money!