Views: 0 Author: Site Editor Publish Time: 2021-04-16 Origin: Site
As the world's largest search engine, Google is present in more than 150 countries and regions around the world, accounting for 4/5 of all global searches, and covering 90% of the world's Internet users.Google ads, is currently the most advanced and most popular search engine marketing advertisement in the world. Advertisers provide customized advertisements to Google and pay fees to increase the number of visitors to the physical store, improve the popularity of the physical store among users, and attract more potential customers to visit the store. , if advertisers sell products online, they can also use Ads to get more orders and increase online sales.However, when many advertisers use Google ads, some bad habits will cause the budget to be used incorrectly, resulting in a waste of funds and poor delivery results. Here are some common misunderstandings. I hope everyone will avoid this on the road to optimization. Detours to improve conversions!
Misunderstanding 1: Using keyword ad groups too early
There is no early data support, and keyword ad groups are used too early; many advertisers expand a lot of related keywords based on their own products at the beginning, and the account has too many ad groups, too many types of keywords, and too many landing sites. Page.It seems unrealistic to quickly find high-performing keywords and landing pages.Moreover, optimization consumes too much time, and it is also impossible to quickly and accurately locate keywords with good performance.
Solution:
Focus on core brand words and a small number of highly relevant general words. You can use the keyword planner to expand in the early stage, but not too many.In the later stage, you can use more negative keywords. It is recommended to use Google search to test first, and put the keywords currently being used or about to be used into the search box for verification.If there is a large amount of useless advertising content that you do not want to display, you can consider these words as negative keywords.After that, we also need to combine the background data, such as whether the click-through rate is too low, whether the conversion rate is too low, or whether there are no high-cost ads at all, and added to the corresponding campaigns and ad groups.
Tips~: Here we recommend SEMrush or Kparser keyword research tools, which can assist advertisers in efficient screening!
Misunderstanding 2: Forgetting to delete duplicate keywords
Repeated keywords with the same placement and keyword matching type will directly affect the advertising effect.If an advertiser forgets to delete the above operations while optimizing and adding keywords while adding Google Ads campaigns, firstly, it will waste budget and increase unnecessary CPC costs. Secondly, it will invisibly 'create' competitors. Self-degrading ad quality score.How to find and delete duplicate keywords, the specific operations are as follows:
●Search keywords
1) Register a Google Ads account;
2) Click on All Advertising Activities in the left navigation bar;
3) Click the keyword tab in the account to view all keywords.
●Find duplicate keywords:
1) Click Keyword to classify keywords in alphabetical order;
2) Click March type to classify keywords according to matching type;
3) If you want to know whether a keyword is repeated, you can also search it through the blank text box above the keyword performance map.
Myth 3: Ignoring negative keyword lists
1. When bidding on keywords, you need to pay for related search terms based on the match type.If broad matching is operated, the budget will be 'overrun', and invalid keywords will also consume the budget.For example, you set a pay-per-click of $45 and don’t offer free consulting services.However, some people click on the advertisement but choose to leave because it is not free. These people waste your one-click expenditure in vain.In this case, you can set up a negative keyword list in advance.If you have a high budget, you will need to run your negative keyword lists more frequently to keep up.
2. Do not add keywords directly from tags as negative words. The matching type itself is different and the effect will not be very good.Therefore, it is recommended to create a separate list of negative words on the document, separated by match type.For example, using the above example, you can add 'free' as a negative keyword at the account level of Google Ads to help block any search terms using the word 'free'.Follow these rules of thumb for negative keyword maintenance:
Number of clicks: If it exceeds 1,000 times/week, control the budget and adjust it by performing weekly maintenance on negative keywords.
Daily inspection: The negative keyword list is checked once a month, updated in a timely manner, and irrelevant and unmatched keywords are added.
Set negative keywords: Use Google’s auto-fill feature to discover whether keywords and products are relevant.
Myth 4: Not taking full advantage of ad extensions
Google ad extensions can help ads occupy more space on Google search results pages, users can be contacted directly by phone, and companies can also direct users to web pages on other websites, display user comments, etc.However, some advertisers only use extensions from 4 or 5 links to other web pages, add them to the ad account level, and do not fully utilize them, which ultimately leads to poor results.
Solution:
Try multiple types, you can add a few more website links as additional information, and test out the better one.If your campaign is mobile-friendly, you can add a button that clicks on the ad to contact the advertiser directly.Try using all the extensions Google has to offer.
Mistake 5: Not ensuring your landing page is relevant
Generally speaking, high-quality landing pages will bring better Quality Scores, ensuring low cost and high effectiveness.However, the influencing factors are also relatively complex.If your budget is getting good CPC-related metrics, but your conversion rates are stagnant, this may have something to do with your ads, search, and target audience.At this time, you need to check the relevance of the URL.Specific steps are as follows:
1. Check the relevance of keywords or landing pages in Google Ads activity indicators. Quality score and landing page experience are indicators worth referring to;
2. Determine the user-friendliness of the URL page structure. Too many links will affect the user experience;
3. Test various CTA buttons and titles.Ensure the smoothness of users reaching product category, promotion or content pages.Among them, website speed and land page loading speed are important measurement indicators.
