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This article summarizes the pits that Google Ads should avoid. The car in front of you wants to help you take fewer detours on Google Ads-optimized roads.

1, the marketing of individual products,

Too many keywords are used

Setting too many keywords means creating more ad groups, setting up more ads, optimizing more landing pages, which can be time-consuming, while also preventing you from quickly and accurately targeting good keywords.

If optimization consumes too much time on these keywords with little correlation, the result is likely to be less than you expected. If you want to have a significant effect,You should invest more time and effort in more relevant keywords.

2, on Google Display

Spend too much time and budget on ads

Targeting keywords, interests, similar audiences, and more makes it difficult for Google Display ads to get good results from Cold Audience.

Of course, these attempts should not be taken lightly in themselves. Because if we don't try, we won't know which optimization methods are most appropriate.

The real problem is that Google Display ads are allocated a larger budget, and they don't reduce their budgets when their CPA is much higher than other marketing channels and the quality of the people they get is low.

How do I fix it?

We came to realize that we could tryUse Google Display ads for re-marketing。 The effect of this is very amazing. It also allows you to spend more time acquiring new customers through other channels.

3, from the beginningUse.

Single Keyword Ad Group (SKAGs)

Using a single keyword ad group allows us to create accurate ads and landing pages that match search terms perfectly. The higher the correlation, the higher the quality score, the higher the CTR, and the higher the conversion rate. This means you can get clicks for less money to get a lower CPA.

What is a single keyword ad group?

Wrong method: Without any up-front data support, use SKAGs too early

Usually we wait until the ad accumulates a certain amount of data before using SKAGs because it determines which keywords perform better.

Using SKAGs can take a lot of time to write ad text and create accurately matched landing pages. Many people use SKAGs, set keywords, create campaigns, and ad groups before they have a data base. Ads are highly relevant and match the landing page very well.

But soon, the problem became apparent. Using SKAGs from the start made the account a mess. The account has too many ad groups, too many kinds of keywords, and too many landing pages. It's simply not realistic to optimize and find good keywords, ads, and landing pages.

Summary: Without the basis of data, using SKAGs too early can waste a lot of budget and time delivering inappropriate keywords.SKAGs are a very good approach, but they also need to be judged by the stage and the situation.

Once there is data accumulation, keywords can be separated according to volume and effectiveness. And create ad groups based on the type of compliance, highly relevant ads, and landing pages.

4, with too few floor pages

This is the opposite of keeping up with the next one. For a while, we focused on grouping keywords, writing ad text that increases click-through rates, optimizing bids, and adding negative keywords.

But it ignores a very important part - the landing page.

Instead of directing all traffic to the site's home page ( a mistake marketers often make), it doesn't create enough landing pages to show what users want to see.

How do you fix it?

Make sure you create a well-designed landing page for each set of keywords to provide the information your customers want to know.

Take Wekudo, for example, which provides a simple and automated solution to planning office events, such as group building activities. So, if a user searches for "Office Indoor Group Building Activities," he will be led to the following landing page:

What if the user searches for "office interior group building"? Users will probably see landing pages like this:

This is not difficult and can result in higher conversion rates.

5, did not make full use of advertising extensions

Google ad extensions can make a big difference. It allows your ads to take up more space on Google search results pages, adds more valuable information to your ads, allows users to contact you directly by phone, directs users to other pages of the site, displays user reviews, and more. Since there are so many ways to optimize, why not?

The problem is that ad extensions are not fully utilized.

You can use ad extensions on campaigns and ad groups. Many people use only 4 to 5 additional web link extensions to add them to the ad account level. Obviously, this is wrong. We should use more types of additional information to make them more accurate.

So what should be done?

If we have additional information about links to other websites, we can add a few more and test out the best performing links. If your ad campaign supports mobile, we can add additional information by clicking on the ad's button to contact the advertiser directly. Try all the additional information provided by Google.

In the process of delivery, everyone will inevitably make some mistakes, the delivery itself is a continuous trial and error, continuous learning process. Learn from the lessons and gain experience before Google Ads optimization becomes more effective.

This article was edited and published by jqyjr