Common Google Ads Mistakes in eCommerce
When it comes to Common Google Ads Mistakes there are a few key areas where businesses tend to trip up, particularily with Performance Max and Branded Search. Let's dive in and take a closer look.
Mistake Number One: Overspending on Branded Search
First up, we have the classic mistake of overspending on branded search. It's like putting all your eggs in one basket, except the basket is on fire and the eggs are made of money.
Our estimate is that 80% of audited Google accounts overspend on branded search. For many of those accounts, branded search is their highest spending campaign. It's mind-boggling.
But here's the kicker: pulling back on branded search often leads to an increase in organic revenue.
The truth is, many eCommerce businesses allocate a significant portion of their budget to branded search, which may not always be necessary. It's like paying for a first-class ticket when you could have gotten there just as easily in economy.
Mistake Two: Mismanagement of Performance Max Campaigns
Lack of experimentation
Next up, we have the mismanagement of Performance Max campaigns.
Performance Max campaigns can be a powerful tool, but they can also inflate revenue and ROAS numbers, leading to misleading performance metrics.
To get a clearer picture of your PMAX campaign performance, dive into your search term insights report. This will help you understand shopping/search spends and track Brand vs. Non-Brand traffic and revenue trends. We highly recommend A/B testing Brand vs. Non-Brand PMAX campaigns and running pure Non-Brand PMAX campaigns to effectively scale traffic and revenue. In addition, it's essential to analyze your GA4 data.
Armed with that data you can run A/B tests to try out different ad copy, landing pages, and targeting options.This requires a commitment to continuous experimentation. You can't just make a few changes and then call it a day.
This is especially true with Performance Max campaigns, which rely heavily on Google's AI and machine learning. The algorithms are constantly evolving, so what worked well last month might not work as well this month.
By basing your decisions on data rather than assumptions, you can identify what's working and what's not. You can double down on your successes and quickly pivot away from your failures. This might mean changing your asset groups, adjusting your targets, or adding new negative keywords.
Not using Negative Keywords in PMAX Campaigns
If you've been running Performance Max campaigns, you know that the data can be a bit of a black box. It's not always clear what's driving performance or where your budget is being spent.
To gain more granular data from your PMAX campaigns, try negating branded keywords. Additionally, adding negative keywords at the account level can help block specific search traffic from PMAX campaigns.
Benefits of Negative Keywords
When you negate branded keywords in your PMAX campaigns, you're essentially telling Google not to show your ads for those terms. This can provide better data granularity and more accurate performance insights.
Why? Because branded searches are typically the most qualified and have the strongest returns but they will skew your campaigns. By removing them from your PMAX campaigns, you can get a clearer picture of how your non-branded terms are performing.
This is crucial for optimizing your campaigns and understanding what's really driving results. Without this level of granularity, you might be making decisions based on inflated metrics that don't tell the whole story.
It's pretty simple:
Create a list of all your branded terms, including variations and misspellings.
Add these terms as negative keywords in your PMAX campaign at the campaign level through Google support or use brand exclusion setting at campaign level.
Monitor your performance closely to see how your non-branded terms are doing without the influence of branded searches.
Getting your negative keyword list down might take some tweaking, but it pays off in the end. With detailed data at your fingertips, you can make smarter optimizations and boost those PMAX results.
Mistake Three: Lack of Split Testing and Experimentation
Finally, we have the lack of split testing. It’s like putting all your money on one horse and hoping for the best, when you actually have a better chance of winning by spreading your bets.
Don’t assume that once everything is in place, they can just let the campaigns run on autopilot. The truth is, Google Ads requires continuous experimentation and optimization to get the best results. You can't just "set it and forget it."
Split testing is crucial for identifying the most effective campaign strategies and avoiding common pitfalls. It allows you to test different variables and see what works best for your specific audience and goals.
Without split testing, you're essentially flying blind. You might think you know what works, but until you put it to the test, you can't be sure. And in the world of eCommerce, where every click counts, you can't afford to leave anything to chance.
Eg: Split Testing PMAX vs Regular Shopping Campaigns
Another key strategy for effectively using Performance Max campaigns is split testing them against regular shopping campaigns. It's like trying on two different outfits before a big event - you want to see which one makes you look and feel your best.
By comparing the performance of your PMAX campaigns against your regular shopping campaigns, you can identify which strategy yields better results for your specific products and audience.
By split testing different variables and comparing the results, you can fine-tune your campaigns and optimize them for maximum impact.
Mistake Four - Neglecting ‘Awareness’ Keywords
When it comes to Google Ads, many businesses make the mistake of solely focusing on purchase-oriented keywords. It's like going fishing with only one type of bait - you might catch a few fish, but you're missing out on a whole world of possibilities.
Cost-Effectiveness of Awareness Keywords
One of the biggest benefits of targeting awareness keywords is their cost-effectiveness.
Awareness keywords often have lower CPCs compared to purchase-oriented keywords, making them a cost-effective option for driving traffic to your site.
By targeting awareness keywords, you can attract potential customers who are in the early stages of the buying journey. These users may not be ready to make a purchase yet, but by providing them with valuable information and building brand awareness, you can nurture them towards a conversion down the line.
Building Brand Awareness.
If you direct people toward educational content or engaging blogs, they can acquaint themselves with who you really are as a brand. Educational content can also help nurture potential customers and lead to higher conversion rates over time. By providing value and building trust with your audience, you're more likely to convert them into loyal customers down the line.
So there you have it - a deep dive into some of the most Common Google Ads Mistakes in eCommerce - Performance Max and Branded Search, and how to avoid them. Remember, the key is to stay vigilant, test everything, and always keep your eye on the prize. Happy advertising.
Conclusion: Importance of Data-Driven Decisions
The key to successful Google Ads management is making data-driven decisions. You need to be constantly analyzing your performance data and using it to inform your optimization efforts.
The bottom line is that Google Ads success requires a data-driven approach and a willingness to experiment. By continuously testing and optimizing, you can avoid common mistakes and drive better results for your eCommerce business.
