I’ve been guilty of the following more times than I can count.
Bad Habit #1
Ignoring The Fundamentals
The mathematics are pretty simple: when you put in $1 in advertising, it should give it back to you many times over. The number of times you get it back defines your ability to compete in search ad auctions and keep competing without concern of the cost.
There are businesses that can afford to pay hundreds of dollars for a single click, it is because the value that those clicks generate far exceeds the amount they pay for them.
Before ever advertising on Google, one should figure out the value they can get from a click, how much they can afford to pay for each and never exceed that number.
Figure out if your business has strong enough foundations to generate value from every paid visitor to your website.
Bad Habit #2
Not Tracking Enough Nor Well Enough
I can’t count the number of times I was handed a Google Ads account in which conversion tracking wasn’t set up at all, or set up incorrectly. This is an absolute requirement.
It is impossible to know how much dollars your advertising is bringing you back if you’re not tracking it.
Furthermore, simply tracking conversions isn’t enough. You need to put a value to each conversion in order to know exactly what is profitable and what isn’t. Which keyword brings the most money, and which steals it. Which location drives the best customers, and which is defrauding you.
The right decisions are made from the right information. When the data isn’t available, you’re just making guesses, and I’ve seen more than one smart business owner manage his account blindly.
Bad Habit #3
Not Having Clear Objectives
Once everything is tracked correctly, how do you define success?
With clear goals.
How do you define the success of your Google Ads managers or agencies?
With clear goals.
What’s a clear goal?
“I want 10% more conversions this month.”
“I need to lower my acquisition costs to $50 or below from our current $86 within the next 3 months.
Those are clear objectives, and you’re either good enough to reach them or you’re not. In every case, having clear objectives defines the tools we use in Google to reach them as they are many. The skills required to reach specific objectives will vary.
Bad Habit #3
Not Testing Enough
When I used to be a consultant, the first thing I did with a new client was to ignore their Google Ads account entirely and test new variations of their website instead.
Often times I could double their conversion rate which would, in turn, cut their acquisition costs in half. This made them very happy before I even touched their ads.
The simple mindset of constant experimentation is one that sets advertisers apart.
If you currently spending money sending people to a web page that is not being tested against another, you have already set yourself up for failure. If you have ad groups in which ads aren’t being tested against one another, …read more
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