7 Search Engine Advertising mistakes that keep you from performing better

3
April
2023
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Did you know that worldwide, 75% of Internet users say that paid ads on Google Ads help them easily find the information they are looking for. Moreover, 33% of them click on those ads because they directly answer their request. This proves that Search Engine Advertising has a bright future ahead of it! However, most brands today want to promote their business on this type of digital advertising - and it can be difficult to stand out in such a competitive environment.

We have got what you need to launch or optimize your SEA strategy: making sure you don't make the following 7 mistakes. After reading this, you will have all the keys to implementing an effective Search Engine Advertising strategy!

Mistake #1: Not correlating SEO strategy and SEA strategy

First of all, keep in mind that SEO (Search Engine Optimization) and SEA (Search Engine Advertising) are complementary. The first one, which consists in ranking organically in the first search results of Google, allows a long-term digital approach. The second, i.e. advertising on the Google search network, allows you to reach your short-term objectives, while optimizing your costs.

What's more, it is important to know that SEO has an impact on SEA, since a good SEO strategy improves the quality score of Ads campaigns.

The best method resides in working on the SEO of your site at the same time as the SEA, making sure that all good SEO practices are respected.

Among these best practices, consider taking care of:

  • The technical foundation of your site: ensure site security, good page speed... 
  • Its semantic strategy, which must be regularly fed: set up a Content Marketing strategy based on relevant keywords for your targets, which you can also use in your SEA strategy.
  • Its backlink component, which must also be solid: your site must welcome enough quality inbound links.

Mistake #2: Neglecting the structure of your Google Ads account

The structure of your Google Ads account refers to the different keywords you will target in your campaigns. This structure must be well thought out, so that you can be sure to obtain optimal visibility on the Internet for your brand, and to reach your audience at each moment of its online customer journey.

So be sure to target with your Google Ads account:

  • Keywords related to your brand, to protect your brand image with a defensive strategy
  • Keywords related to your product directly
  • Generic keywords, i.e. keywords related to your targets' interests

In addition, if you have a large budget to allocate to your SEA strategy, you can also target keywords related to your competitors, such as the names of your competitors' brands. But the priority remains to be positioned on your core expertise, that is to say: your brand and your products.

Mistake #3: Setting up a poor tracking system

The tracking system set up on your Google Ads account determines your ability to measure the effect of your Search Engine Advertising campaigns, and therefore, their performance. And you know it: without performance measurement, there's no measuring  your return on investment or optimizing your advertising campaigns!

So make sure you set up the right tags on your website, and then review your existing tracking system to properly track conversions.

If you want to display your ads on Google Shopping, don't forget to set up a well structured product feed.

Mistake #4: Not taking advantage of Dynamic Search Ads

The Dynamic Search Ads system is a dynamic display system for your keywords: these dynamic ads from Google automatically display your ads based on the content of your site. So, if a query is relevant to your product, your ad will appear using a combination of words from your website and the search terms.

This system is particularly interesting because it allows you to increase the relevance score of your campaigns, improve user experience, and benefit from more competitive prices than generic keywords.

Note that, despite the automated nature of this system, you stay in total control of your advertising strategy:

  • Budget and opt-out conditions still allow you to control when your ads run
  • You can choose which landing pages you want to include when Google searches for relevance

Mistake #5: Targeting your prospects without establishing a multi-levers synergy

In Search Engine Advertising, you target keywords, not audiences based on their characteristics. However, in order to target the right audiences, it is recommended to implement a multi-levers strategy on the different Google advertising channels, to address the different stages of maturity of your prospects.

This involves deploying different campaigns depending on how your targets are located in your marketing funnel: 

  • At the top of the funnel, target your audiences exposed through Display & Video 360
  • At the bottom of the funnel, onboard and target your audiences with SEA via Google Ads

Mistake #6: Ignoring the Responsive Search Ads system

As of June 30, 2022, it is no longer possible to create enlarged text ads on Google Ads: they have been replaced by Responsive Search Ads.

This system is simple: you write several titles and descriptions, and Google's machine learning-based AI system automatically combines and tests them to find the best performing ones. This advertising tool saves you time and helps increase your relevance, to optimize the ROI of your overall device.

Need to know more? Read our article on Responsive Ads here.

Mistake #7: Ignoring automation in Search Engine Advertising

The smart bidding system of Google Ads can be interesting to use. These automated bidding solutions take into account all the signals, and use them according to your goals. Thus, this system allows you to optimize the spending of your SEA budget, and therefore, to deploy the right budget on the right keyword or the right advertising lever.

Another system available to advertisers on the Google advertising network is Performance Max. This type of campaign increases the number of conversions generated, by optimizing the performance of your campaigns on all channels of the Google Ads inventory (YouTube, display and search network, Discover, Google Maps, Gmail ...).

Its intelligent bidding system automatically optimizes your budgets, your audiences, or your creations, to generate maximum performance, and therefore, an optimal ROI.

Need support in Search Engine Advertising? Our Gamned! experts specialize in this domain, and can optimize your current SEA strategy, or start one from scratch for your business. Contact a Gamned! expert today, and let's talk about your needs.

"The Google Ads advertising network is full of systems that many advertisers neglect to use wisely: smart bidding, Performance Max, Responsive Search Ads ... You need to activate those tools, in order to automate your campaigns, and to be able to spend more time on the strategic part (choice of the most relevant keywords) and technical (implementation of an optimal tracking system) of your device. The final goal being the optimization of the overall performance of your campaigns." Jiří Mazur Senior Digital Specialist, Gamned!

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