No matter how hard you try to put together a successful advertising campaign, there are probably a few things you haven’t considered, especially if you’re still in your early stages. That’s not something to worry about since the learning process takes time. However, there are a few things that could be overcome with a little bit more knowledge, which is why in this article, we’ll discuss the four mistakes to avoid when launching a Google Display campaign.
#1 Avoiding negative keywords
We’re constantly being told to focus on positive things, but when it comes to Google Display campaigns, that might not be the right way all the time. Negative keywords can help you control search terms you are paying for, and not using them could mean it will be harder for you to reach the right targetted audience. You can find various negative keywords in your campaign’s dashboard, and then be able to easily tell Google not to show your ads for searches with those keyword phrases.
#2 Not using SKAGs
Did you know that the top three paid ad spots for each keyword phrase get around 41% of the clicks on that page? Using Single Keyword Ad Groups is one of the most common methods to avoid paying a lot of money for incredibly expensive keywords. The solution in this situation is to come up with ads relevant to those keyword phrases that might grab some attention. For instance, you can group together your keywords and then create ads within the group that includes the exact keywords you want to rank better.
#3 Sending people to a wrong landing page
It may seem funny, but sending people to the wrong landing page happens sometimes. Whether it’s due outdates ad campaign funnel or using a generic landing page, this will probably be a big conversion killer for your ads. Keep things simple and create a dedicated landing page designed specifically for your campaign’s needs. It should focus on a single call to action, that seems bold and obvious.
#4 Tracking conversions improperly
According to the Digital Marketing Institute, there are a few options when it comes to tracking conversions properly and setting campaign goals. When focusing on duration, it’s best to set your goals for the minimum amount of time you would like a user to spend on your website, or focus on how many pages were viewed in a session. The bottom line is that there are many ways to track conversion, and you should carefully choose the one that suits your niche and needs the best.
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