26/11/2024
Don't treat Google Ads Campaigns like a trip to the races!
An afternoon at the races recently ended with me backing the wrong horses. I couldn't even win when I backed 2 horses in the same 5 horse race. I got carried away and the more I lost the more I put in - only to end up empty handed.
Some people get a bit carried away when setting up their first Google Ads campaign. They have these great intentions, expectations and excitement to see results, but instead of careful planning, they go straight to hitting "publish."
The result? Not what they expect. Hundreds of pounds wasted on clicks that lead to nowhere. The problem isn’t enthusiasm - it's skipping the basics.
It’s a common mistake, I made them when I first started especially when you’re eager to make an impact. The truth is: no matter how big your budget or clever your ad copy, if the fundamentals aren’t in place, you’re essentially throwing money down the drain.
So before launching a campaign check these essentials you must nail down before launching any campaign:
🎯 Set Clear Goals
What do you want from this campaign? Leads? Sales? Awareness? Your objective should drive everything else, from targeting to budget. Without clear goals, your campaign is taking a punt.
🔑 Craft a Keyword Strategy
Focus on user intent, not just search volume. Anyone can set up Google Ads and get clicks. Research relevant keywords and don’t forget to add negative keywords to avoid paying for irrelevant clicks.
🌟 Optimise Your Landing Pages
A great ad gets you the click, but a great landing page gets you the conversion. Make sure your landing page is fast, mobile-friendly, and has a clear call-to-action that aligns with your ad copy.
📐 Structure Your Ads Effectively
Break campaigns into tightly themed ad groups. Use ad extensions to add value and ensure your ads are as relevant as possible to the user’s search query.
📊 Ensure Tracking is On
Data is your best friend in advertising. Make sure Google Ads and Analytics are linked, make sure conversion tracking is active, and remarketing audiences are set up. You can’t improve what you can’t measure.
💡 Start with a Thoughtful Budget
It’s tempting to go big early, I get it, it's exciting when you imagine all those leads or sales coming in but it can end up falling flat; like that feeling you get when you put money on a horse at 10/1 and it doesn't win. Starting small allows you to identify what works and scale accordingly.
Think of it as buying data and playing the system. Unlike betting your money on the horses, every pound you spend should bring you closer to optimisation and getting a return.
So, before you jump into your next campaign, ask yourself: Have I got the basics right? It’s this groundwork that turns a decent campaign into a brilliant one.
