SEM, like any other discipline within digital marketing, demands remarkable specialization. It is important to master Google Ads, both at the management and implementation level through Google Tag Manager. If you manage campaigns, you will know that there is no campaign that is born optimized, and there are a number of mistakes that can be avoided, and that can be overcome based on experience and dedication.
In this article we have focused on some errors, some obvious and others not so much, that will allow you to improve the performance of your campaigns.
Table of Contents
Errors to avoid in Google Ads
Not investing enoughSometimes campaigns are raised with a limited budget “to try”. How many times have we heard “we put € 200 and if it works our budget is unlimited, because we will reinvest what we earn? No, this doesn’t work like that. There are sectors in which with € 200 we have only for 20 clicks, and with this we will not have enough scope to obtain conclusions with the performance of the campaigns. There will probably be no results, and the data we get from experience will not serve to draw any conclusions. Sometimes campaigns fail because the minimum amount needed has not been invested, and for a reasonable period of time to achieve the results.
Getting into personal pitfalls with other competitorsHow can that be on top of me if it is starving, and I am better? We’ve heard it more than once. Making decisions based on personal opinions rather than data can lead to disaster. It is possible that this competitor has been working on their campaigns for some time, optimizing their landings and obtaining a better cpc, because they have keywords with a better level of quality. Or you may also be willing to give a battle in which there is more self-love than profitability. That is why the decision to be or not to be in Google Ads must be based on efficiency data, competition studies, or after an analysis of the evolution of previous campaigns.
Fighting battles that can be wonIf you’re small, you won’t be able to handle the big one. It’s like that. In Google Ads David almost never beats Goliath. In the best case, you can look for niches within that theme where that competitor is not, or at least is not bidding with an unlimited budget. In Google Ads there are always gaps and profitable niches, but there are very expensive sectors in which if you do not have a great specialization, it is better not to enter. There are sectors with many fraudulent clicks, where competitors clis each other, looking for ways to ruin each other based on clicks, instead of looking for their own benefit. Locksmiths, electricians, appliance repair… are some of them, just to cite a few examples.
Not setting up conversions wellGoogle Ads is still an algorithm that needs inputs to deliver results. The more information you give him, the more chances he has of getting the users to whom the ads are shown. The main mistake in this case is not having the conversions well configured. You will know that you get leads or orders, but if you do not report it to Google you will have no way to discern what works or not. That is why it is essential to have conversions well configured, upload customer lists, or integrate Google Analytics 4 audiences. It is also important to enable secondary conversions. In ecommerce, it is essential to inform Google of the steps within the Conversion Funnel, and report the value of the transactions. Without it we leave the algorithm blind.
Do not review campaigns periodicallyCampaigns should be reviewed at least several times a week. Only then will you notice errors such as violations by policy, errors in the form of payment, erroneous search terms … And if you delegate your management to an agency or account manager, check the history of changes to the account from time to time to see if they are really working on it or just issuing you a monthly invoice. You can check the change history here
Listen to Google’s automatic recommendationsGoogle is going to recommend that you pass your campaigns to broad match, that you go directly to maximize conversions, and that you raise your budget. If you listen to it without already having a knowledge of what works or does not work at the campaign level, you are lost. This does not mean that it cannot work, but the best strategy is to leave with non-automatic bids, not broad concordances, and optimize little by little. Otherwise you can find surprises such as clicks at € 45 that do not convert, ads leaving for crazy keywords, or budgets thrown overboard.
Do not segment everything segmentable
- Gender and age
- Days of the week and hours
- Countries, regions and cities