In a time when changes are so many and extremely fast, it is even more important to be aware of the use of the tools made available by the Google ADS platform and avoid trivial errors that entrepreneurs encounter when they start sponsoring. We have identified 5 of the most frequent.
The most common mistakes when using Google ADS: thinking you can sell without running campaigns
You have a crazy website, often positioned on the first page of Google (the only one that counts), you are active on social media and have good engagement, the traffic on the site is good, even if conversions could improve. Why should you invest more money in Google ADS? This is the question we are asked most often. In fact, many entrepreneurs believe they can sell their products or acquire new leads without running Google ADS campaigns.
Warning: it is not impossible, but it will certainly be incredibly tiring, it will take a lot of time and you will not achieve the same results. Why?
Organic traffic is no longer enough today. The web is simply crowded. Even the big e-commerce players run Google ADS campaigns, even Zalando.
The difference between the people you reach through Google Ads campaigns and the people you reach through other forms of advertising is their intent . On the search network, you are advertising to people who are searching for something specific, and when your ad appears, it helps them find the answer they are looking for.
It is not a given that you are positioned for the keywords that are important for your business , in fact we often discover in our analyses that a brand is positioned above all for brand and related keywords or secondary keywords, but is positioned much lower for keywords that should bring profiled traffic.
SEO is still a critical part of driving organic traffic to your website, but it takes time (sometimes even years) and consistent work . When you start with Google Ads, however, your chances of outranking all organic results on a search engine results page increase exponentially.
Traffic does not mean conversions. When Google decides which ads to show to potential customers, it takes into account the user's experience on the landing page and the ranking of the website. This means that you need to create a landing page that is geared towards sales or lead generation. Google's ad management and the creation of well-designed landing pages lead to more conversions than would happen with organic traffic or a well-designed landing page alone.
WOULD YOU LIKE TO MAKE CAMPAIGNS ON GOOGLE BUT YOU DON'T KNOW WHO TO TRUST? WE ARE HERE FOR THIS!
The most common mistakes when using Google ADS: thinking that a very low budget is sufficient
If your budget is low, your ads may not run as often, because Google Ads will make sure your campaign doesn't exceed your spending limit.
What are the costs to be incurred in a Google ADS campaign?
Google ADS campaigns have a cost that can also be significant, but that can bring great results in terms of leads and sales with a truly interesting ROI (Return of Investment, we will see later). Let's start with the most important cost items.
Consulting costs . You can certainly manage your Google ADS account independently, but the risk of throwing money down the drain is really high. For this reason, it is always best to rely on a consultant who is able to analyze your business, create a strategy and constantly monitor your account, based on a long experience of campaigns applied to different sectors. The cost of consulting can range from a few hundred euros per month to several thousand, depending on the complexity of the account and the competitiveness of the sector.
Ad Cost. This is an extremely variable metric and depends on several factors. The cost of an ad is almost always linked to the user clicking on the ad itself (CPC – cost per click), but it is possible to set different costs depending on the objectives. In addition to the classic metrics (Cost per Click, Cost per action, cost per thousand impressions, CTR, etc.), for example, the quality score (quality score attributed by Google) and the performance of the landing page come into play .
Want to learn more? Read here: The 7 most common methods to calculate the right advertising budget
What matters most in the end is the ROI, or Return of Investment , the profit you have made through your ads, compared to the cost incurred (cost of Google ADS + management cost). To understand the ROI of Google ADS campaigns, you need to monitor conversions very precisely, that is, the actions you want your customers to perform (a purchase, a registration, etc.). Monitoring conversions is relatively simple with Google ADS, understanding the profit generated is a whole other matter.
