What NOT to Do When You Advertise on Google

Are you wondering whether you should advertise on Google? One reason you would want to is because Google is the number one search engine in the world.

As a business owner you want to be seen in the Google search results because this brings in more leads and customers for you. The best way to get more engagement on your website is to show up on the first page of search results. And the best way to get on the first page is by using Google Ads.
When you advertise on Google you want to avoid these 5 most common errors. 

Why Advertise on Google? 

You want to advertise on google because of all the benefits advertising brings to your business. 
Google has a great track record bringing in 3.5 billion search queries per day. Not only that, it’s been around for almost 2 decades. This alone gives it seniority for paid advertising. 
People use Google as a resource to ask questions about everything. And those questions are answered by a combination of paid advertisements and organic searches. 
Another reason you should consider advertising on Google is because businesses make $8 for every $1 spent on Google ads. 
Your competitors are using Google ads and if you don’t want to get left behind, it may be time for you to start using Google ads. 

5 Mistakes to Avoid When Creating Google Ads

Maybe you’ve tried advertising on Google before and your results were below what you expected. Maybe you even lost money.

But don’t give up!

There are several reasons why your Google ads didn’t perform well. Here are 5 mistakes you want to avoid to get great results when you advertise on Google.
Related: How to Advertise on Google in 7 Easy Steps

Using the Wrong (Hint: Overly Broad) Keywords

Getting the right keywords in your ads is so important. But to know how the keywords you choose are performing, you need to test and tweak them over and over to get the best results. 
If those keywords are too broad, then your ad will end up in front of the wrong people. Always test which keywords are generating clicks to your website. You can tweak them to match what your target audience is searching for. It’s hard to get the right mix of keywords the first time you place an ad. 
But you don’t have to give up if you didn’t get the right keywords the first time. Keep updating your keywords, add new ones, remove the ones that don’t work until you find the best performing keywords for your business. 
A good strategy to use is to develop ads based on the keywords that are associated with what your website is providing. 

Not Creating a Great Landing Page

You should always have a landing page where your ideal client lands after they click on your ads. Be sure your landing page has the same keywords as your ads do. 
You want your audience to know they are in the right place when they click through. Be sure the page answer’s their pain point and gives them the answer they’re searching for. 
Your audience is on a journey from your ad through to making the final decision to buy from you. Or you may want them to sign up for your email list by offering them a freebie.
Be sure the people you are reaching have a clear path to follow after they click through your ad. 

Forgetting to Test Ads Before & During the Campaign

Many people assume that they can create an ad and leave it for a month and then check to see how it’s doing. 
But if you do that, you will lose money and not see any return on your investment.
Check the analytics for each ad often. You can also A/B test keywords to see which are working best. Check to see how long a user is staying on your site after they’ve clicked on your ad. 
Keep monitoring and changing the keywords and titles in your ads. This helps you reach the audience you want. 
Google ads are fully customizable. So take advantage of that!
If you see from your analytics that you’re getting a larger reach in certain areas at certain times, then you can redirect your funds to a better position.
Never take your eyes off your ads. You can’t expect them to do the job you wanted if you don’t make the improvements they may need. 

Creating Irrelevant Ads

The important thing to keep in mind when creating ads is the searcher’s intent. Make your ads relevant to what the customer wants and the solution you are providing. 
If you don’t, your click through rate will go down. 
Adjust your headline and ad copy to match the keywords you’re bidding on. Your copy and keywords should be the solution your ad is providing for searchers. This helps you get good results. 

Pro-Tip: Avoid Negative Words in Your Google Ads

You never want your business associated with negative words. It can cause long term damage to your business. 
It’s better to pay a little more for ads with positive words. 
If you choose negative words to compare yourself with your competitors, your business will lose in the long run. 
You may think it’s a good strategy to contrast yourself with people who overcharge their clients. But using negative terms this way is not a good strategy.

Ignoring a Low Quality Score

Try to avoid the mistake of ignoring a low quality score. The quality score is how Google decides how your ad should rank.
If your ad ranks high, then you get better placements. 
If your ad ranks low, fewer people will see your ads which means there’s fewer chances of conversions. 
Google tells you what your Quality Score is, but it’s your responsibility to improve it if it’s too low. 
Google gives you a score based on the quality and relevance of your ad. This is measured by how many people click on your ad. Your click through rate depends on how good your ad matches with what people are searching for.
Focus on your Quality Score when you first advertise on Google. If you want low acquisition costs, focus on getting a high Quality Score. A high Quality Score also gives you better placements. 

If you want greater reach for your business, advertise on Google. Avoid these 5 mistakes and you’ll get more clicks on your ads which will grow your business with new leads and conversions. 
If your ad didn’t work, it just means it needs more tweaking!. Don’t give up on Google ads! They can bring you great results if you avoid these 5 commonly made mistakes.