Your website has wrong structure, therefore Google does not see it as a useful website!
5 mistakes you should avoid
1. Your website has the wrong structure
If you’ve placed all the ads and keywords you want to use in a campaign, you lose the ability to effectively map specific concepts, services, and words to corresponding (and relevant) ads.
It’s wrong, for example, to target words like “iphone” and “iphone repairs” at the same time, showing the same ad in all cases.
The user who searches for “iphone” is logically interested, either to find out relevant news or to buy that device. Ads related to the purchase of an iphone device should therefore be displayed. Respectively, the one looking for “iphone repairs” is interested in repairing his iphone. Therefore, they will expect ads related to the iphone repair.
Bonus tip: If your ads are not related to the keywords you are targeting, then you lower the Quality Scores of each of your keywords, and you have to pay a higher cost per click for each user who clicks on your ads.
See the figure below for an example of a proper account structure that allows keywords to match correctly with relevant ads.
2. You are targeting keywords that are not directly related to your services and products
You should keep in mind that choosing the right keywords for viewing on Google search is one of the most important criteria for a campaign’s effectiveness.
Think, for example, your business is doing iphones, phone repairs e.t.c, so you use generic keywords like “iphone”. You have made the biggest sin for Google Adwords, while spending a lot of money unnecessarily. That’s because the users who click on your ad actually want something other than what you’re selling.
Get into your account and see if all of the keywords you use are relevant to your services. If some are not, take them off.
3. You omit relevant keywords in the ads of an Ad Group
You can see it as a continuation of the first mistake. If your Ad Group “Moccasins” contains general terms such as “Men’s Shoes” or mention your business brand name (eg Super Cozy Shoes) without mentioning the title (ideally ) or in the description of the ads the term “Moccasins”, then the keywords of that Ad Group will not have a good Quality Score.
Enter each Ad Group in your account and see if all of the ads contained in them are relevant to the keywords in each group. Do where necessary the right changes!
4. Use multiple keywords in an Ad Group
Google will suggest that you place between five and twenty keywords (at most) in each Ad Group. It’s important that the keywords contained in them are relevant and you can break them into more than one ad group.
5. Drivers on pages unrelated to your ads
If you have taken care of what we have said above. Congratulations, you show the right ads according to what a prospective customer is looking for.
But are you sure you are sending the user to the appropriate page?
For example, if you are looking for “moccasins” then the ad’s landing page should contain moccasins and not shoes in general or other irrelevant products, e.g. bags.
Check all ad target pages you’ve created in all ad groups and make sure they’re as relevant as possible to the keywords they contain. If your site does not have such specific pages, you need to get into the process to create them.
The above are some of the most common and important mistakes an advertiser makes in his campaign. Obviously there are dozens of other actions you have to do to boost your campaign performance.