10 Google Ads mistakes that hurts your ROAS during Q4



10 Google Ads mistakes that hurts your ROAS during Q4

(and how to avoid them)

• Not Excluding Negative Keywords

You don’t want to show pool cues to someone looking for a pool cleaning kit.

Make a list of all the similar words that could match against your products and exclude them from your targeting.

• Average Copywriting

Most google ads copy is below average at best.

Write different copy variations for each ad, offer, angle and audience and split test them against each other.

The more you can tap into a customer's emotions the easier it will be to sell the click.

• Product Picture Variations

Google Shopping is 80% visual. Have a variation of images with:

1. Blank Background
2. Product being Used
3. Product In Different Environments

• Not Optimising For Mobile

More than half of all traffic comes from mobile.

Make sure all your ads are optimized for mobile or you’re discriminating against the majority of your traffic.

• No Review Extensions

Social proof is king when it comes to advertising, if a product doesn’t have reviews on it, CTR will be at rock bottom.

Install the review extensions and have it on ALL of your ads.

• Not Optimizing Landing Pages

Ads don’t sell the product, they only sell the click.

If you want to maximize your conversions your landing page needs to be optimized to a tee for a smooth user experience or people just won’t buy.

• Not Split Testing With Google Analytics

If you want to make money you have to split test and measure everything.

1. Headlines
2. Copy
3. Product Images
4. Keywords
5. Angles

Use google analytics to measure all your A/B tests and double down on what works.

1. No Email Marketing Setup
2. Low Quality Score
3. Only Using Evergreen ads

You don’t want to show pool cues to someone looking for a pool cleaning kit.

Make a list of all the similar words that could match against your products and exclude them from your targeting.

• No Email Marketing Setup

If you pay for a prospect to click once and collect their email, you can market to them for pennies as many times as you want.

Collecting emails and having the proper flows setup is a cheat code to increasing your LTV.

• Low Quality Score

The higher your ad quality score, the less your clicks will cost.

Make sure keywords are relevant, optimize your landing page and measure your CTR to get as high a score as possible.

• Only Use Evergreen Ads

An ad for specific sales, seasons, or holidays will always bring in more clicks than an evergreen ad.

Tailor your copy and for season changes, sales you’re running, national holidays, and events.

 

Summary

1. Not Excluding Negative Keywords

2. Average Copywriting

3. Product Picture Variations

4. Not Optimising for Mobile

5. No Reviews Extension

6. Not Optimising Landing Pages

7. Not Split Testing with Google Analytics

8. No Email Marketing Setup

9. Low Quality Score

10. Only Using Evergreen Ads

That's a wrap!

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