When working with a Google Ads strategist to improve your pay-per-click (PPC) ads, it’s critical to avoid typical errors that might derail your advertising efforts. A strategic partnership with a Google Ads professional can provide significant benefits such as improved targeting, increased ROI, and more effective use of your advertising budget. However, to effectively capitalize on these benefits, several mistakes that can jeopardize the effectiveness of your initiatives must be avoided.
Here, we’ll introduce some of the most common mistakes businesses make when working with a Google Ads strategist. These errors can range from communication breakdowns and misaligned goals to a lack of patience with the iterative nature of PPC campaign optimization.
By recognizing and avoiding these mistakes, you may create a more productive relationship with your strategist, resulting in better campaign outcomes and a stronger overall digital advertising strategy.
5 Mistakes to Avoid when Working with a Google Ads Strategist
1. Not Defining Clear Goals and Objectives
One of the most significant mistakes you can make when working with a Google Ads strategist is not defining clear goals and objectives for your campaigns. Without a clear direction, it becomes challenging for the strategist to create a focused and effective strategy that aligns with your business needs. Here’s why setting clear goals is crucial and how the absence of them can hinder your campaign’s success:
Lack of Direction: Without specific goals, your campaigns may lack a cohesive direction, leading to ad spend that doesn’t effectively contribute to your business’s growth. A Google Ads strategist needs to know what you aim to achieve to tailor the campaigns accordingly.
Inability to Measure Success: Goals should be measurable so that you can track the campaign’s performance against them. If objectives aren’t clear, it becomes difficult to determine whether the campaign is successful. This can result in continued investment in strategies that aren’t delivering the desired results.
Misaligned Strategies: Different objectives require different approaches. For instance, a campaign focused on brand awareness will look very different from one designed to drive immediate sales. Without defined goals, your strategist may not be able to deploy the most appropriate tactics for your desired outcomes.
Wasted Resources: Ambiguous goals can lead to inefficient use of your budget because it’s unclear where to allocate funds for the best return. Clearly defined objectives help ensure that every dollar spent is moving you closer to your business goals.
Ineffective Targeting: Knowing what you want to achieve helps in identifying the right audience. Without clear objectives, you might not target the people most likely to convert, resulting in lower campaign effectiveness.
To avoid these issues, it’s important to work with your Google Ads strategist to establish SMART goals for each campaign. This means your goals should be Specific, Measurable, Achievable, Relevant, and Time-bound. By doing so, you create a roadmap for your campaigns that guides strategy, ad spending, and ongoing optimization efforts.
2. Withholding Information
When collaborating with a Google Ads strategist, it’s imperative to maintain open lines of communication and share pertinent information about your business and marketing efforts. Withholding information can lead to suboptimal campaign performance and missed opportunities for optimization. Here’s a look at the potential consequences of not being forthcoming with your strategist:
Inaccurate Targeting: The success of Google Ads campaigns often hinges on targeting the right audience. If a strategist doesn’t have complete information about your target demographics, customer behavior, or market segments, they might not be able to tailor the campaigns effectively, leading to poor performance and wasted ad spending.
Misaligned Strategy: A strategist needs to understand your business’s unique selling proposition (USP), value proposition, and competitive landscape to create compelling ad copy and effective campaigns. Without this information, the strategy may not resonate with potential customers or stand out from competitors.
Inefficient Budget Allocation: If a strategist is unaware of your budget constraints or past campaign performance, they might not allocate your budget efficiently, potentially overspending in some areas while neglecting others that could offer a better return on investment.
Lack of Historical Data Insights: Historical campaign data can provide valuable insights for future strategy. If this data is not shared, the strategist is at a disadvantage, missing out on learning from past successes and failures to inform the current campaigns.
Poorly Optimized Landing Pages: The performance of Google Ads is not only about the ads themselves but also about where users land after clicking on them. If your strategist doesn’t know about or have access to your landing pages, they can’t optimize the user experience or conversion path, which can severely impact campaign results.
Ineffective Communication of Brand Voice and Guidelines: Your brand’s voice and guidelines are essential for maintaining consistency across all marketing channels. A strategist should be aware of these to ensure that the ad campaigns are an extension of your brand identity.
To avoid these, make sure to provide your Google Ads strategist with comprehensive information, including but not limited to:
Business goals and marketing objectives
Detailed customer personas and target audience insights
Budget limitations and expectations for ROI
Access to historical campaign data and analytics
Information on your products or services, including any unique features or selling points
Brand guidelines, voice, and messaging priorities
Insights into your competitive landscape and any previous competitive analysis
3. Ignoring the Strategist’s Expertise
Engaging a Google Ads strategist is a strategic move to leverage their expertise and experience in optimizing your PPC campaigns. Ignoring their guidance can be detrimental to the success of your advertising efforts. Here are some reasons why it’s a mistake to overlook the expertise of your Google Ads strategist:
Underutilization of Expert Knowledge: Google Ads strategists typically have a wealth of knowledge and experience with the platform. They understand the intricacies of campaign management, bidding strategies, and ad optimization. When their expertise is ignored, you may miss out on the benefits of advanced tactics and strategies that could improve your campaign’s performance.
Inefficient Campaign Structure: A strategist knows how to structure campaigns for maximum efficiency and impact. Overlooking their advice on campaign structure can lead to disorganized ad groups, poorly targeted keywords, and ineffective ad copy, which can all result in a lower return on investment.
Suboptimal Bidding Decisions: Strategists have the expertise to make informed bidding decisions based on industry trends, competition, and performance data. Not heeding their recommendations can result in either overspending for clicks or bidding too low to appear in a competitive ad position.
Missed Opportunities for Testing and Optimization: A key part of a strategist’s role is to continually test and optimize ads for better performance. Ignoring their suggestions for A/B testing, ad variations, and landing page optimizations can hinder your ability to refine your campaigns and improve results.
Non-compliance with Best Practices and Guidelines: Google Ads has specific guidelines and best practices that need to be followed to avoid penalties or subpar ad performance. A strategist is well-versed in these rules and can guide you to ensure compliance. Ignoring their expertise might lead to campaigns that violate these guidelines, potentially resulting in account suspensions or wasted spending.
Resistance to Change and Innovation: Digital marketing is an ever-evolving field, and what worked yesterday may not work today. A good strategist stays on top of industry changes and emerging trends. Disregarding their advice can leave your campaigns outdated and less competitive.
To avoid these mistakes, it’s important to:
Trust your Google Ads strategist’s recommendations, especially if they are backed by data and experience.
Engage in open dialogue about your concerns and be willing to experiment with their suggestions.
Review performance data together to understand the rationale behind their strategies.
4. Failing to Collaborate and Communicate Effectively
Effective collaboration and communication are key to any successful partnership, and this is particularly true when working with a Google Ads strategist. Failing to maintain a collaborative approach and clear communication can lead to misunderstandings, misaligned strategies, and ultimately, disappointing campaign results. Here are some specific mistakes to avoid in the realm of collaboration and communication:
Not Establishing Regular Check-ins: Without scheduled meetings or check-ins, opportunities for timely optimizations may be missed, and it becomes challenging to stay aligned on campaign performance and strategic adjustments. Regular communication ensures that both parties are up-to-date and can make informed decisions.
Lack of Transparency: Withholding information about changes in your business, such as new products, shifts in strategy, or budget adjustments, can prevent your strategist from making necessary updates to the campaigns. Full transparency allows the strategist to be proactive and responsive to your business needs.
Inadequate Feedback: A strategist needs feedback on what’s working and what’s not. If you fail to provide specific and constructive feedback, it can hinder the strategist’s ability to improve campaign performance and meet your expectations.
Not Sharing the Bigger Picture: If a strategist is only given piecemeal information or is unaware of the broader marketing strategy and goals, they might not be able to align the Google Ads campaigns with the overall business objectives. Sharing the bigger picture allows for more strategic and cohesive campaign planning.
Ignoring Strategist Input: While it’s important for you to communicate your needs and expectations, it’s equally important to listen to the strategist’s input. They may have insights or suggestions based on their experience and expertise that could be valuable to the success of your campaigns.
Resisting New Ideas: Being closed off to new ideas or approaches suggested by your strategist can stifle innovation and improvement. A collaborative approach involves being open to experimenting with new strategies that could potentially enhance campaign performance.
Micromanaging Campaigns: Over-involvement in the day-to-day management of campaigns can undermine the strategist’s ability to do their job effectively. Trust in their expertise and allow them the space to implement and manage the campaigns, stepping in for strategic discussions and decision-making.
5. Being Impatient with Results
When working with a Google Ads strategist, it’s essential to understand that creating, optimizing, and seeing the full results of a campaign can take time. Being impatient with results can lead to premature changes and missed opportunities for optimization. Here are some key reasons why patience is crucial and what can happen if you’re too hasty:
Data Collection Takes Time: It’s important to allow enough time for data to accumulate so that your strategist can make informed decisions based on statistically significant information. Acting too quickly may lead to decisions based on incomplete data, which can skew campaign performance.
Learning Algorithms Need Time to Adjust: Google’s machine learning algorithms require time to learn and optimize for the best results. Frequent changes to campaigns can reset this learning process, leading to less efficient use of your budget and suboptimal ad performance.
SEO and SEM Synergy: Search engine optimization (SEO) efforts can complement your Google Ads campaigns, but SEO results also take time to manifest. Being patient allows for a more integrated approach that leverages both organic and paid search strategies.
Testing and Optimization Require Patience: A/B testing for ad copy, landing pages, and other variables is a process that involves trial and error. Each test needs to run for a sufficient period to gather actionable data. Being impatient can result in an inadequate testing process and less effective campaigns.
Market and Consumer Behavior Variability: Market conditions, consumer behavior, and competitor actions can fluctuate and affect your campaign’s performance. A patient approach allows your strategist to observe these trends and adapt your strategy accordingly.
Seasonal Trends and Cycles: Certain businesses are subject to seasonal trends and cycles that can impact campaign performance. Understanding and anticipating these patterns requires a long-term view and patience to capitalize on peak times while managing expectations during off-peak periods.
To avoid the mistake of being impatient with results:
Set realistic expectations for campaign performance and timelines with your strategist from the outset.
Focus on long-term goals and ROI rather than short-term fluctuations.
Allow sufficient time for testing and data collection before making major changes to campaigns.
Communicate regularly with your strategist to understand the progress of campaigns and the reasons behind the strategies being employed.
Trust in the expertise of your strategist to manage the pacing and development of your Google Ads campaigns effectively.