7 Ways You’re Hurting Your Google Ads Performance
We all know Google Ads can be a bit confusing when it comes to performance.
There are so many factors that can impact how well your ads perform. And, if you’re not careful, you could be damaging your performance without even realizing it.
Stop Using Only Exact Match Keywords
It's time to get out of your comfort zone.
Your ROAS will be rewarded if you have the courage to stop using only exact match keywords.
Not Pinning Your Headlines
You can’t rely on Google to give you the right headlines for your ads. Run tests by pinning different headlines to obvious ad positions, and then decide whether you want to sacrifice impressions or a high clickthrough rate.
Not Break Out Ad Groups By Keyword Intent
To succeed in today’s auctions, create ad groups based on the needs of your customers. For example, if you want to send ads to people looking for a vacation home and a family-friendly house, create two ad groups with keywords that meet these separate needs.
Too Many Keyword Exclusions
Don’t fill your account with keyword exclusions. Use them carefully and strategically. Throw out obvious junk, but stay on target with the context.
Take Sale Delay With A Grain Of Salt
When you don't have all the data, it's hard to make informed decisions. Attribution reporting delays can hold you back from scaling your campaigns. Good media buyers know how to use real-time conversion tracking to their advantage.
pMax Is A Beast
pMax is a beast. It can eat up your account and leave you helpless. Unfortunately, there is no way to control or tame it. But, you can have a successful backup structure full of Search, Display, Shopping, etc.
Stop Using Display Expansion
You can't control your messaging across channels when you have an array of placements, creatives, headlines, descriptions, and objectives in the same campaign. The quality of your ad decreases (not to Google’s standards) when you have a lack of control based on your multiple objectives. So why not break out your objectives per campaign to take advantage of the unique features of each?