One essential thing you must note about being in the digital marketing space is it keeps on changing, along with the modern world’s trends that continue to come and go. The strategies you first applied while you were starting on using the latest techniques might not work today, so you must stay updated with the ever-changing courses.

If you are utilizing Google Advertising services to improve your marketing methods, there are particular things you must do so you can escape the wrong metrics and make the most out of your investment. 

Keep reading below to learn some common mistakes you might be making and what you must do instead to guarantee your brand stays ahead of your competitors.

1. Blindly Trusting Platform Data

As a business owner, you should not randomly trust the data you receive from Facebook and Google about the ads you promote. After all, there are always chances for discrepancies and a need for optimization. Both platforms may have their respective gaps, so the business owner’s responsibility is to bridge those spaces.

What you can do is to look at the two platforms in a unified manner and design an attribution model. Use this design to achieve the right weight for each platform as you consider the customer’s purchasing decision.

2. Forgetting Your Target Audience

Sometimes, people stress too much about keywords and algorithms that they end up forgetting about the human side of the situation. Advertisers shouldn’t be too caught up on what keywords to target, what people are looking for, and what the right matching option should be. Instead, it is crucial to think about the people behind those actions and how they are growing and evolving.

Google and other digital advertising platforms are changing their approach from looking at numbers towards looking at audiences. This means that the people themselves carry a larger role in their actions, which means that businesses should also follow suit with the approach.

When designing your ads, create groups with similar characteristics and use a clustering-based approach. Additionally, use the Recency, Frequency, and Monetary Value approach to segment your customer base.

3. Solely Depending on Google Algorithms

A lot of businesses are leaning towards trusting Google algorithms. But if you think about it, all businesses have access to the same algorithms. They level down the competition as companies can use the same thing with only one click.

Unfortunately, solely relying on these algorithms can ruin your competitive advantage. Instead of focusing on that, prioritize the data to feed the algorithm. Rather than using smarter algorithms, think about using first-party data through CRM, Google Ads, and Google Analytics integration.

Final Thoughts

Google Ads are the perfect solution for reaching more people to offer your products and services and acquire customers in return. However, if you want to make it work, you should know the proper strategies and the things you must avoid. Now that you know some mistakes to avoid and how to correct them in case you made them, you have better chances of managing your Google Ads.

If you are curious about trying it out, but you’re looking for a Google Ads agency to help you with creation and management, you should work with us at Social Cali. Our experts can help you increase brand awareness, get more clicks, and increase conversions. Contact us today to learn more!