If you’re exploring the challenging and ever-changing world of Google Ads, we can help. We know very well how hard it is to create, maintain and optimize your campaigns and ads. Our tips today, however, are not part of a list of things you should apply to your work: they are, in fact, just the opposite. Here is a list of what you shouldn’t do, to make sure your marketing efforts are paying off.
Use very low bids
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Let’s say you are a sportswear retailer and have set very low bids for keywords that are highly relevant to your market, such as “buy Adidas sweatshirt”. If your bid is too low, you will not perform well in your campaigns.
If you could increase the value of your bids, you could see the following performance improvements:
Improve your keywords’ Quality Score
With a better Index, you can go back to your lowest bid later
Achieve the number of conversions you want
Why does it happen? It’s very simple. With higher bids, you will have a higher impression share with your ads, and if your ad is interesting to the public, your Quality Score will increase, mainly in two points of the formula: the expected clickthrough rate and the relevance of the ad. Having a high-Quality Score helps a lot in your auction performance.
Create very similar campaigns for different formats
The Search Network and the Display Network are very different ad platforms, but some marketers make the mistake of creating very similar campaigns for the two formats.
Ads on the search network are based on the keywords that users use in their searches. Once triggered through a user’s search, your ad will appear on the search results page.
Separately, the display network is made up of a gigantic list of sites that will display your ads. They appear according to some rules and definitions:
Keywords and topics related to your products and services
Selection of certain sites or portals
Audience selection is based on interests, market behaviors, demographics, or activity on your site (remarketing).
They have a different dynamic between them: the text ad will be a direct result of a user’s search. The display ad will be a banner that will appear while the user browses the internet. As a result, your display ad calls and CTAs should take into account what stage of the sales funnel your audience is at.
Relax in updates
Understanding the logic of Google Ads today does not mean that you will understand the logic of Google Ads for the rest of your life. Machine learning and technology are constantly evolving, at a pace that is difficult to keep up with, especially in the marketing area. This is one of the reasons why advertising agencies hire performance professionals to take care of their campaigns. Lack of time or resources can lead to a “blind” period for your brand or poor performance ads.
But how can I keep up to date?
Subscribe to blogs (like this one!) And news portals in the area. Thus, you will always be up to date with updates on strategies, tools, or content.
Have a quick question? Visit the Google Help Center. It is a complete platform and is constantly updated, so you can have the best performance in your campaigns.
As a homework topic, you can take our tips today and analyze your marketing campaigns: sometimes small changes can have incredible results in your performance.
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