Google Ads are one of the best ways to directly reach customers with high buying intent. It’s also one of the only methods that allow you to get results almost instantly and only pay for what you’re getting. However, unlocking the platform’s full potential isn’t easy, and it takes a lot of trial and error, research, and optimisation. But once you’ve mastered it, it can and probably will become a major part of your advertising arsenal. Let’s take a look at some of the challenges that businesses have to prepare for when advertising on Google Ads.
You may not know this yet, but there’s much more to ad placement than the amount of money you bid. On-page factors will also play a major role. This is why you have to make sure that your landing pages are properly optimised first and go through multiple rounds of A/B testing before you start unrolling a full-on campaign.
While no one actually knows the formula to Google’s quality score, your best move would be to abide by landing page best practices and make sure that your landing page is highly congruent, message and keyword wise, with your ad copy. Your ads could even be terminated if Google deems your ad copy to be false publicity, so the worst thing you could do is try to manipulate your audience by doctoring it.
Low Click-Through Rates
Low click-through rates are something that can be tough to deal with as a new advertiser. You will have to go against people who often have more resources than you and have plenty of time to test their ads. They might also have a bigger war chest than yours.
However, there are still a few things you can do to increase your CTR and maybe outmanoeuvre some of your competitors. It all starts with your choice of keywords. You don’t only want to choose highly relevant keywords with high intent; you also want to pluck out those keywords that are unfocused. These are the ones that are doing the most damage to your CTR, and learning how to use them will instantly improve your performance.
The smallest things can also make a world of difference sometimes. Just adding a percentage or trademark symbol could increase your click-through rate. Percentages immediately show customers that they’ll be getting value while a trademark shows authority and increases trust in a brand. So, we suggest you delve deeper into how you can improve your CTR and constantly work on your copy until you find the right formula.
Click fraud is not something that is being talked about enough but is very real. Yes, competitors can trip your ads by either clicking on them themselves or working with bot farms. Bot farms are rampant, and we suggest you learn about them before starting. ClickGuard has an informative piece on “what are bot farms?” that you should definitely check out. It not only explains what bot farms are, but also how much they could potentially cost you. They also run down some of the steps you can take to protect yourself from bot farm attacks and click fraud now and in the future.
These are all things you’ll need to be prepared for when advertising through Google ads. Don’t be afraid to try, however, as it remains one of the most accessible and efficient online advertising tools for businesses of all sizes who are ready to put in the time and dedication needed.