Top Mistakes to Watch Out For When Using Google Ads
By being knowledgeable of the top Google Ads mistakes to look out for and avoid, you can expect to perform better than your competitors.
In Front Marketing offers premium Google Ads services in Calgary to help you grow your brand and business. Work with us today to learn more!
In digital advertising, there is always something new to learn, adapt, and adjust to. This could be many things as well as tasks, such as investing in a new platform, evaluating traffic and conversions, learning the function of algorithms, managing third-party cookies, or dealing with machine learning. Beyond that, it could also be learning how to use Google Ads in a smart way.
Read on to discover the top mistakes to watch out for when using Google Ads.
Sticking to ROAS (Return On Advertising Spend)
Marketers now have access to more data than ever before. When evaluating digital marketing initiatives, most advertisers focus on rudimentary indicators rather than the full picture.
The vast majority of e-commerce advertisers optimize their media expenditure and create ROI-based programs, such as the ROAS. This is a typical method, but it has serious drawbacks.
ROAS refers to the technique of optimizing your media spending for maximum revenue rather than profit. Simply sticking to ROAS, however, will hinder you from paying attention to business-related metrics and understanding them. Moving from ROAS to Future Margin on Ad Spend will provide you with a more thorough view and help us evaluate each bid, placement, and so on.
Ignoring the Audience
Keywords tell us what people are searching for, what they want, and what you can give. However, the people must come first, not keywords. Audiences, after all, are not a replacement for keywords, but they can help improve campaign results when they are refined and targeted correctly.
Not Embracing New Technologies
Google is continuously growing to be a black box for machine learning. This means that as we rely on Google, we will have less and less direct control over budgeting, intelligent bidding, responsive ads, intelligent shopping, and keyword selection. Embracing this digital transformation is one of the benefits of a successful marketing strategy.
We can’t stop machine learning; when managing our own or our clients’ budgets, we must remember that we live in this landscape. As such, to stay ahead of the competition, we must accept change and capitalize on trends. This will be a fantastic opportunity because the majority of advertisers either embrace machine learning and are obsessed with everything AI-related, or they refuse to accept its dominance.
Not Assessing or Reviewing Data
Data from Facebook and Google alone are insufficient. However, the question isn’t just whether we can trust Facebook or Google totally.
Because we rely on ad platform data, we lack a comprehensive system for monitoring user experience across platforms and devices, as well as a single source of truth.
With all these inconsistencies present, it is critical to optimize. The integration of diverse systems into a single, impartial view improves optimization.
Trusting Only in Google’s Algorithms
Nowadays, everyone is using the same algorithms. Algorithms reduce competitiveness, blurring the lines between one advertiser from the next. As such, each advertiser can click to use the other advertiser’s algorithm.
The best way to “beat” the algorithm is to engage in bidding models, ad engine testing, and algorithms are becoming commodities.
The secret ingredient is data, which is used to power algorithms. The majority of the world is obsessed with the idea of “let me use a smarter algorithm,” yet this is not the goal.
Algorithms will be a commodity in two years, and we will know that they are nothing more than a formula whose math is fed by the data we provide it.
Use Only Third-Party Information
Google has stated that third-party cookies will be limited, which may have an impact on specific industries. Such “cookie limits” will change the game; therefore, we can’t rely on cookies and tracking technologies as we know them.
Because all advertisers will use the same algorithms, first-party data will assist us in distinguishing ourselves from the competitors.
Conclusion
Digital advertising today is one of the most effective ways to grow your business. After all, we are currently living in a modern and fast-paced world.
Indeed, we are being called to adapt to this era that calls for expertise in Google Ads, among others. By being knowledgeable of the top Google Ads mistakes to look out for and avoid, you can expect to perform better than your competitors.
In Front Marketing offers premium Google Ads services in Calgary to help you grow your brand and business. Work with us today to learn more!
If you want to pick someone’s brain for anything from social media to display advertising, pick John's. Today, John’s putting businesses in front of millions of users and he can do the same for your business.
