8 Common Reasons Why Google Ads Campaigns Fail
Google Ads has rapidly advanced in recent years and has played a significant role in the success of online businesses. While many businesses have achieved great heights in a short time with the help of Google advertising, there are still many that lag behind due to common mistakes in Google Ads, leading to failure.
In this article, we will closely examine some of the reasons that can cause Google Ads campaigns to fail.
- Obsessing over the top position
Simply being the top paid ad doesn't guarantee conversions. In fact, research suggests that focusing on the third or fourth spot may be more effective.
By aiming for a lower position, you can attract more targeted traffic that is genuinely interested in your offering. Don't be fooled into thinking that the top spot is always the best option - remember that many users will click on the first link without giving it much thought. Before you bid, consider whether a lower position may be more strategic.
Example
2. Avoiding Negative Keywords
Do negative keywords play a significant role in Pay-Per-Click (PPC) campaigns? Absolutely! Avoiding the use of negative keywords is one of the common reasons why google ads campaigns fail.
Negative keywords are essential because they prevent your ads from being triggered by irrelevant search queries. This not only saves your ad spend, but also improves the overall performance of your campaign.
If you want to avoid unwanted clicks that can drag down your campaign's performance, it's important to conduct careful keyword research and create a list of negative keywords.
Learn How to Conduct Negative Keyword Research for Your Google Ads Campaign
Conducting negative keyword research for your PPC campaign is an ongoing process similar to regular keyword research. There are three common scenarios to consider:
Before launching a PPC campaign: This is proactive negative keyword research. You need to brainstorm and research all the possible irrelevant searches your ad could be shown for, and set those negative keywords before launching your campaign. This can save you money on wasted clicks and prevent negative effects on your Quality Score.
Once a campaign is live: This is reactive negative keyword research, in response to unrelated searches that your ad has previously matched against. Within the first few days of your ad campaign, refine your search query reports to identify the right keywords with high impressions but low clicks.
Ongoing optimization: Negative keyword research should be an ongoing process throughout your campaign's life cycle. Most PPC marketers perform negative keyword research on a weekly basis, but anytime is a good time to carry out negative keyword research to improve your campaign's performance.
Negative Keyword Research Tool:
Here are a few of the best keyword research tools to help you identify negative keywords
• Wordstream Tool - https://www.wordstream.com/negative-keywords
• Kparser
Sample Negative Keywords List
3. Stop bidding on broad match keywords
Broad match keywords are often the default choice for many PPC marketers, but they do not usually produce the best click-through rates to your site. I would never recommend bidding on broad match keywords. Instead, bidding on phrase match or exact match keywords can be a safer option.
Google can provide you with a breakdown of the different types of keywords, which can be helpful.
You have to focus especially on the"Phrase" & [Exact] Match keywords.
- Creating Weak Ad Copy
The first and foremost element of your PPC campaign is your ad because it has to engage with your potential customers. If you fail to amaze your potential customers on the first go, there is a higher chance that you will lose them forever.
Although you may have an excellent PPC campaign, proper ad groups, and well-researched keywords, if your ad copy is poor and not click-worthy, all of your efforts will be in vain. Never underestimate the importance of ad copy because it plays a crucial role. Focus mainly on creating compelling and attention-grabbing ads that can increase click-through rates.
Make sure that your ad copy is as specific and relevant as possible, as this can help to drive quality traffic that is actually looking for what you are about to offer. Ensure that the headline of your ad copy grabs attention and highlights the USP of your ad.
Furthermore, if you are looking for quick tips on writing compelling ad copy, you can read "How To Write Outstanding PPC Ads Text." If your ad copy is not click-worthy, there will be no conversions.
Paying for your ads to stay at the top is a mere waste if your customers are not converted. Here are a few copywriting tips that will grab the attention of customers, increase your CTR, and compel people to take action:
Match user intent: When writing AdWords ads, it's crucial that they match the user intent. You need to put yourself in the customer's shoes and present them with what you would want out of the search."
You can also use direct numbers as well as discounts in your headline. Headlines which have numbers are the most effective headline type according to a research study.
Create urgency with power words
Power words can grab attention faster. Words like You, NOW, FAST, BEST can create emotional fears or aspirations as they are deeply rooted. They initiate a psychological reaction in the readers.
5.Having an Irrelevant Landing Page
A landing page is a page that directs visitors once they click your ad. One common mistake that most advertisers make is directing visitors to the homepage instead of the landing page. The homepage introduces your business, whereas the landing page is created for the purpose of conversions. Directing visitors to the homepage is a deadly mistake because they won't be able to see the offer, and they may simply leave your website, which increases the bounce rate.
It is essential to create a specific landing page for each objective. In addition to creating a landing page, you have to optimize them regularly. You can start by optimizing a few basic elements like the headline, making it attention-grabbing. Ensure that your landing page is distraction-free. If you come across any distractions, try to remove them.
Sample Landing Page
6.Failing To Track Conversions
Conversion tracking is one way to define the action taken by a customer to reach the desired page, which can be in the form of a contact form, confirmation, and so on. In Google Ads management, you have to set up conversion tracking to track the keywords that users are actually searching for. By tracking this information, you will know how far they will eventually go to download a piece of information.
Most Google Ads campaigns fail due to the lack of conversion tracking. Without this information, you will not know if you have reached your goal or not.
7.Not Doing Any A/B Tests
Testing is required in any industry, and it’s the same in the PPC world as well. The more you test, the better it is, as it adds more value. Focus on appropriate testing with ad copies, landing pages, and keyword types, and you will see the results paying off.
8.Avoiding Brand Name Keywords
You can bid on the competitor’s name and keywords, which can help you to attract the attention of potential customers who you are actually targeting. This strategy can be helpful if you want to generate more leads by essentially stealing them from your competitors.
Unfortunately, many companies make this huge mistake, but our solution can help you deal with all these issues more efficiently and effectively.
Focus on ad quality, use seasonal opportunities, geo-tagging, and other helpful tactics that can yield great results. Put effort into gaining exposure rather than fighting for the first position, as you will eventually get good exposure even if you are in the third position in the ad results.
The bottom line is that these smaller mistakes can cost an organization thousands of dollars and ruin a Google Ads campaign.
However, by fixing these simple errors, you can eventually turn a poorly performing AdWords campaign into a huge moneymaker. Get the return on investment your business is looking for by successfully running your pay-per-click advertising in the right way.
Whether you are launching a new product or renewing an existing Google Ads campaign, using the right Google Ads tactics can lead your business to success. Therefore, the next time you run a Google AdWords campaign, make sure you do not repeat these mistakes."
