Marketers need to make sure they have entered the correct landing page URL during the Ad Creation process. The default landing-page URL is the home page, and many marketers forget to update it.

DIRECT TRAFFIC TO THE RIGHT PAGES…

Sending traffic to the wrong page will annoy users as they must navigate your site to find the product or service they seek. When you frustrate your website users, your conversion rate drops significantly.

Targeting the right audience is essential in Google Ads. Building a campaign around the wrong audience will result in wasted clicks and budget. Here are 3 common targeting mistakes made by marketers:

Targeting broad keywords could attract users looking for information, and not users looking to make a purchase. It’s vital to select keywords that are closely related to your industry and invoke action.

EXAMPLES:

• Solar Panels for Sale

• Buy Solar Panels

• Solar Panel Store

• Solar Panel Price

It’s crucial to target users close to your business location. Many marketers forget to specify cities or suburbs in their Google Ad campaigns.

EXAMPLE:

A business that offers its services in Johannesburg (alone) does not need clicks from other cities (Durban, Cape Town, etc) in South Africa. This results in wasted clicks and zero conversions.

Targeting the right audience with the right interest is crucial to your success. You can target audiences based on their income, gender, interests, parental status, and age.

EXAMPLE:

If a business sells handbags, it should only target women. Men are less likely to purchase handbags unless it’s a gift for their significant other for a celebration (Valentine’s Day or Christmas).

Websites that offer great content, fast loading times, professional designs, and smart structures are more successful. If you build the perfect Google Ad campaign but users do not trust your website, you will not reach your marketing goals.

BUILD TRUST WITH USERS

• Real photos of your owners, managers, employees, and the workspace.

• Contact details such as phone numbers, email addresses, and contact forms.

• Certifications to verify you are an expert in your field.

• Reviews and Testimonials of real people who have used your services.

• Company information like business address, work hours and an About Us.

Small businesses with limited marketing budgets may struggle to get exposure on Google. Competitive markets have higher cost-per-clicks, and competing with established players will be expensive. Low budgets prevent your ads from getting enough data to optimize properly and drive future conversions.

Competing in saturated markets is challenging. If your competition has better landing pages, higher budgets, and more professional ads, it won’t be easy to compete for top spots on Google.

LONG-TAIL KEYWORDS

The only way to remain competitive is to focus on long-tail keywords. Long-tail keywords are usually cheaper and easier to rank for. Incorporate long-tail keywords in your landing page and Google Ad campaigns to compete.

Doing keyword research is essential for the success of your Google Ads. You must target intent-driven keywords, as many keywords attract informational seekers.

If you have a big budget, it is wise to use “broad match keywords” as they are AI-driven. The AI programs gather more information with big budgets and make better decisions for you.

If you have a limited budget, you must select “Phrase Match keywords” or “Exact Match Keywords”, as they are more closely related to your offerings, and drive more conversions for the amount of clicks you receive.

The buying process should be quick and transparent. Asking users to fill in forms with too many fields (or checkouts with multiple steps) can affect your conversion rates.

BE FAMILIAR

Most users are anxious when purchasing products online. If they come across confusing buttons or unfamiliar steps, it may overwhelm them and cause them to leave.

Offering products at competitive prices is one part of the conversion journey; your ad must include benefits. People love bargains, and promising them Free Delivery, Guarantees, and Discounts will encourage them to purchase from you.

BE COMPETITIVE

People do their homework before making an online purchase, especially for expensive items. If your competitor sells the same product but includes free delivery, they will win the conversion — even if their price is slightly higher.

Ads must speak to your users by invoking emotions.

(EG: Struggling to get more customers? Tiring of wasting money on bad leads?)

Providing clear offers and reasons why your business is unique compared to your competitors.

(EG: Same Day Service! Fastest Turnaround Times! Free Callouts!)

Power words encourage engagement and build confidence in your services.

(EG: Guaranteed! Trusted Experts! No Hidden Costs! Top Rated!)

A call-to-action tells users what to do. They play a vital role in convincing them to act.

(EG: Call Now! Book Now! Get A Free Quote! Learn More!)

Conversion Tracking records all crucial actions on your website, such as leads, sales, app downloads, and phone calls. Conversion tracking provides Google Ads with information to improve your Ads. Without conversion tracking enabled, Google won’t be able to learn how to improve your campaign and increase your conversions.