Sep 1, 2021

6 min read

4 Biggest Blunders Businesses make with Google Ads

“Give me a home among the gum trees, with lots of plumb trees, a sheep or two…”

I used to love that song when I was a kid. As I started out to write this blog article my mind automatically jumped to this song and the line

“I’ve been around the world a couple of times or maybe more. I’ve seen the sights; I’ve had delights on every foreign shore….”

As I feel like that’s what I/we have done with google ads. We stumbled into AdWords back in 2005 with my first business in the payments/financial services space. Over the next 15 years we’ve run google ads for ourselves, our own business and for hundreds of clients. So, I think we’re pretty qualified (actually I know we are one of the best in the business at google ads management) to share with you:

The biggest blunders businesses continue to make with their Google Ads.

It’s seems a time-honoured tradition that many businesses (and agencies) continue to make bit mistakes when it comes to google ads. Most people running google ads do so only on a circumstantial and coursery approach, and thus produce mediocre results at best.

Many businesses are literally: Pissing money up against the wall

This is because they’re not managing and optimising their campaigns as required. So, without further a due, lets crack in to the 4 biggest blunders businesses make with their google ads.

1. What the hell is SQA?

SQA, or search query analysis, is a gold mine when it comes to maximising your ROI. Some call it ‘search term analysis’, either way it allows you to see exactly what people are typing into mr google for him to show your ad. This is very powerful as it does two things:

Key take away #1

Do weekly and monthly ‘Search Query Analysis’ to continue bringing more of the right visitors to your website and reduce the number of poor visitors to your website (who will never convert).

2. Google is the only winner when you choose auto bidding!

In the backend, you can choose to let google do the bidding for you or you can manually control the bids (max CPC) your prepared to pay to bring a visitor to your site. In my 15-year experience I have never seen an auto-bid strategy deliver better results than manual bidding.

It Simply Can’t be in your Best Interest!

Given google ads is an auction system, guess what happens if at least 3 competitors are using auto bidding?

See where this is going?

So, who wins here? Paul isn’t getting any more conversions, neither is Kamal, but google’s just made an extra 20%!

It’s actually pretty lazy, and you lose out!

We want to manually control the bids based on:

On average we see 10–30% better cost per conversion rates on manual bidding strategies versus auto bidding strategies.

It’s ironic: Google’s account managers (the ones that call you up and pester you ever month or two) are pushing you to use auto bidding as much as possible! It drives up their profit, but not yours. In any other industry that would be a form of collusion!

Note: there are a few exceptions to this rule, especially around google shopping.

Key take away #2

Manual bidding is a MUST! Automated bidding is a lazy man’s game that drives googles profit and not yours!

3. It’s called analysis for a reason

The secret sauce to great google ads performance is all about analysis:

That starts by setting a cost per conversion or return on ad spend target. And then managing the campaigns based on these outcomes. Let’s take a look at an example:

Green highlights: Converting well, good conversion rates and good cost per conversions, so let’s give this campaign as much budget as we can.

Red highlights: Converting poorly, high cost per conversion, we need to do something about that:

This process is what drives better ROI versus mediocre ROI.

Key take away #3

Analyze weekly and monthly conversion rates and cost per conversion and then follow this basic premise:

4. Common sense is not so common!

Unfortunately, it’s true, and google ads is no different. It takes good common sense to do well. Here are a few examples of some of the biggest ‘common sense’ mistakes we continue to see:

Key take away #4

Great Google Ads ROI takes good marketing, can’t get good results without good marketing overall.

Let’s show you how its done Visit: 3techagency.com