Of course, organic SEO still works these days – but you can’t be a one-trick pony in today’s competitive and ever-changing digital marketing world. While SEO could help your business rank in the search engine results pages (SERPs), successfully doing so could take a while.
If you want your brand to draw more conversions, you can’t go wrong with paid ads. Don’t believe us? Just take a look at the numbers: Google Ads attract 50% more site traffic than organic SEO; a few years back it was revealed that brands that use Google Ads earn an average of $2 for $1 they spend on paid ads; and according to a survey, more than 70% of marketers plan to increase their spending on Google Ads, which indicates the industry’s growing trust for paid ads.
Some Paid Ads Don’t Work
Investing in Google Ads doesn’t necessarily mean your brand will get all the site traffic and conversions you dream of; there are many things to put into perspective for your campaign to work. In this article, we shall discuss some of the culprits for low-converting or failed Google Ads campaigns.
If you are planning to go all out on Google Ads this year, don’t make these mistakes:
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Failing to follow Google Ads policies.
Google implements advertising policies, and when your ad doesn’t follow any of them, your campaign could get disapproved. You must remember that Google reviews ads to ensure that they observe the advertising standards. So take note and master these policies, especially those about prohibited content and practices, restricted content, and quality standards. Click here to learn more about Google Ads policies.
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Incorrectly scheduling the ads.
One of the most common mistakes marketers make is not setting a specific schedule for their ads. If you don’t pay attention to your ads’ schedule, you are at risk of running all of them in one single run, compromising their effectiveness and leading your campaign to low impressions. It is important to do your research about your target audience, knowing the best time to post your PPC ads is crucial. According to recent studies, the best times to schedule ads are 7:00 a.m. to 8:00 a.m. and 4:00 p.m. to 6:00 p.m.
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Not paying attention to geo-targeting.
Google has revealed that since 2016, “near me” searches have grown to at least 500%. So if your PPC ads are not using location-based keywords, your campaign is missing the bigger picture. However, make sure that you don’t set your location targeting to be too specific; it should hit the perfect spot between being too broad and too narrow.
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Having a poor quality landing page.
Another cause for low-converting paid ads is setting up a landing page that’s using the old school SEO techniques. There are various landing page-related issues that may ruin your campaign, such as having a complicated or crowded page design, generic call to action, low-quality content, and not being mobile-friendly. So, if you want your ad to convert, make sure that your landing page is flawless; always think of your audience.
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Neglecting long-tail keywords.
Don’t discount the importance of long-tail keywords for your paid ads campaign. These keywords are not only effective for organic traffic but PPC, too. This is more apparent now since more and more consumers now are using voice searches to look for the products and services they need. Plus, long-tail keywords are almost always cheaper to bid because there’s less competition.
It’s Complicated but Doable
Setting up a Google Ads campaign for your brand can be challenging, intimidating, and time-consuming. If you own a business that mainly targets the Australian market and you don’t have the ample skills and time to manage your paid ads campaign, the most practical and logical solution is to work with an agency.
Don’t think that getting the services of a digital agency for your PPC campaign is just another add-on to your expenses. Yes, it would cost you some money but in today’s business world, brands that invest in digital marketing trumps over those that don’t. So make that sound decision this year and consider working with a company that has years of experience in leading Australian brands to marketing success.To learn more how Google Ads campaign can take your brand to different heights of success, give us a call or send us an email, our team of specialists will be happy to give you a walkthrough.