Why is professional management so important? Here are 6 examples of common mistakes that lead to budgets being dumped down the drain:
1) Bad keywords
The most common reason for wasted clicks is bidding on keywords that aren’t relevant to your business. If you’re targeting the keyword “painter” – you could get clicks from 2 totally different types of searches 1) people who are searching for painting services, or 2) someone searching for “famous painters and artists.” If the wrong audience is clicking your ads, you’re losing hundreds of dollars every month.
2) Missing or wrong match types
To prevent the mistake above, Google lets you set “match types” for your keywords to make your targeted search terms more precise. But most inexperienced Google advertisers do not use this feature correctly, if they take advantage at all. Defining match types lets you identify words or synonyms that must be in the search query in order for the ad to appear.
3) Lack of negative keywords
Let’s say you’re a swimming pool supplier, and you’re targeting “pool” keywords. Without any further fine-tuning, your ad could appear for searches for “pool halls,” “billiard pool games” and other irrelevant terms. Negative keywords must be used to weed out the searches that have nothing to do with your business.
4) Bad bidding strategies
Google makes it too easy to put your bidding on auto-pilot – but that’s the quickest way to throw money out the window. To minimize costs, you must customize your bidding settings based on the goals of the campaign and make routine adjustments to control costs.
5) Wrong ad networks or campaign types
Inexperienced advertisers often make the mistake of choosing the default “Search + Display Network” option or “Performance Max Campaign” when launching a campaign. Depending on your goals, you don’t want your ads appearing unless someone is actively searching for your keywords. By choosing the Display Network right off the bat, you’ll spend more on clicks from people who are just browsing the Internet, rather than those who are actually ready to buy.
6) Bad Quality Score
Google’s Quality Score rates the quality of your keywords and ads. It’s based on several factors, such as the relevance of your ads (ad copy + keywords), the relevance of your landing page, click-through rates and many others. A high score significantly lowers your click costs. So if you’re not setting up your campaign properly, then you’re paying more than you should be on every click