Solutions To 10 Google Ads Challenges For SMBs

Google Ads platform offers an enormous opportunity to all, but it also throws a lot of challenges especially to small businesses if not managed properly. In today’s post, I walk through 10 common Google Ads challenges for SMBs and their solutions.

Ten common Google Ads challenges for SMBs (and how to overcome them)

Optimum use of Google Ads (formerly Google AdWords) is easier said than done, especially if you’re new to online advertising.

If you are a small business owner, the situation is more overwhelming for you. But the good news is - these initial challenges are common and are possible to overcome even you are new to Google Ads. Nurturing effective ad campaigns requires study, optimization, and a whole lot of patience. But with proper guidance and courage, you’ll eventually generate ROI for your business consistently through running Google Ads campaigns successfully.

Getting started with Google Ads is easy, but getting results (i.e. real leads and sales) is typically hard.

This is true - I know from my decade of experience.

But I also know how to overcome these common challenges -

Challenge #1: Find the right audience for campaigns

A beginner-level slip-up when starting in Google Ads is to build out campaigns without knowing who your target audience is. Sure, you as a business owner have a fair idea but adding the right keywords to represent that same idea independently - is a challenge. In the worse case, you may end up with less than expected traffic or with lots of junk traffic!

Make sure that doesn’t happen by brainstorming with the free Keyword Planner tool found in Google Ads. You’ll find the suggestions for various relevant keyword terms along with supporting data for what you’ll pay per click.

Challenge #2: Overspending on clicks

Your competitors love making money from Google Ads just as much as you do. For new campaigns, I typically starting with high bids because I want to put my ads in a position to get more clicks, which leads to high CTR and ultimately, cheaper clicks. Bidding too high, sometimes though, exhaust your advertising budget which causes a negative return on your investment.

It’s a balancing act, but you can make it out with some simple calculation. Evaluate your maximum bid capacity with this formula:

Max CPC = (average profit per customer) x (conversion rate of your online customers) x (1 – desired advertising profit margin)

You’ll need to assess your business situation, market condition, and Google’s suggestions to estimate these numbers when you’re just starting out, but you can connect actual outcomes with the campaign’s data as you go. Consider leveraging the Google Keyword Planner tool and focus on keywords with projected costs below your planned Max CPC.

Challenge #3: Keeping pace with competitors

As you know, one of the secrets in business is to stay one step ahead of your competitors whenever is possible if not always. The same is true in Google Ads.

To keep an eye on what your competitors are doing, I recommend using tools like SpyFu and Ahrefs. Sure, there are many other powerful tools available for use like SEMrush and Moz. I have used all these along with many others. SpyFu is one of the best I have ever experienced. Using this tool, you’ll be able to “spying” on your competitors’ work like ad copy variations, keyword combinations, and many more insights on their ad campaigns. This is valuable information you can use to improve your own campaign’s performance and get a competitive advantage.

Challenge #4: Defining business USPs

Why should consumers click on your ad over all the others?

To answer this question is to outline what makes your offers special. That may not be challenging; but this is, when I say, you must summarize that uniqueness in a very limited space in your ads. Focus your ad on whatever it is your business does better than everyone else, and construct ads around those USPs.

By doing this, you will influence your ads’ quality score which is another essential ingredient like CTR to be successful on Google Ads. The more relevant your ads are with selected keywords and landing pages, the better chances to receive high QS which eventually leads to high CTR and ultimately conversions.

A few months back, in a Google Office Hours hangout, Google’s John Mueller answered a question about why a site lost rank. Yes, it’s about SEO. John’s answer centered on the power of being different and how this quality can help a site ranking better. I believe, this is relatable to PPC too. In fact, for any form of digital marketing and advertising.

Challenge #5: Limited characters space for ads

Your ads must be compelling enough to grab Google users’ attention, encourage them to clicks, and drive conversions. However, with standard text ads (one of the most used and most powerful ad formats), you only get 30 characters for your three headlines and 90 characters for your two description lines.

That’s not much space to work with, but not little too, especially when you are focused on:

• Convey unique selling points (USPs)
• Offer custom deals and discounts
• Add a call to action (CTA)

Like all writing, the main step is to start. Once you have a few drafts, then you can compare, edit, and refine them to find the best 2-3 variations you want to try out first. Remember, no one knows for sure which ad copy will perform best so always run multiple variations and let the data guide you. Also, I am encouraging you to test ad copies until you reach an optimum level in terms of their performance. But refrain from unnecessary experiments with Google Ads.

Challenge #6: Right landing page selection for ads

It’s comparatively easy for us to do adjustments in our ad copy but this is not the right approach especially when you only focus on your ad copy rather than reviewing your ads and landing pages together.

Your Google Ads quality score can tumble over poor landing page experiences, resulting in fewer conversions and more expensive clicks. Google can even stop showing your ads over what it deems to be inappropriate landing page content a.k.a. false advertising. On top of that, you’re likely to end up with a bad user experience (UX) that might have otherwise converted.

Before altering your ad copy, first make sure that your plan, is well aligned with your landing page. If your revised ad offers pay on delivery, then people who click that ad should found that offer too after landed on your web page. Those irresistible offers play a massive part in bringing people to your site and journey to goal conversion, but if you don’t follow through on your landing page, neither will your prospects.

It is okay to edit your ads here-n-there based on data (or sometimes your gut feeling) without touching the associated landing page. But when changes are critical (in most situations), good to maintain the alliance between your ads, landing page, and keyword.

Challenge #7: Targeting users on mobile

Most web developers today building websites that are equally functional on both mobile and desktop platforms. However, many small business websites are not mobile-friendly since were built before mobile took off.

Three things will happen if you advertise to mobile devices without a mobile-optimized website:

• Potential consumers will bounce because the page will not look or function properly on their mobile (a.k.a. you’ll lose sales)
• Your quality scores will suffer, which leads to higher costs and lower ad position
• Even if you are running campaigns and exclude handheld devices to display ads, you are missing out on a large portion of your probable customers which again adversely affect your ROI because your competitors are ON mobile

So choose to not advertise to mobile devices is not really a smart option anymore, especially if we know that an estimated 100 billion Google searches per month originate from smartphones and this number is growing!

Unfortunately, the world is now working from home due to the COVID-19 outbreak worldwide. So mobile searches are expected to grow rapidly in the future. Accordingly, businesses should tweak the Google Ads plan.

Challenge #8: Goal conversion tracking

Enabling goal conversion tracking is an absolute necessity. Without it, you won’t ever know which keyword, ad, the campaign is driving the most leads and sales.

Get your conversion tracking code from Google Ads and embed it within the landing page of your website that indicates a completed goal. If your goal is to drive sales, then embed the code on your delivery confirmation page.

If you want to drive leads, then embed the code on the page that shows after your contact form is submitted a.k.a. thank you page. This code allows Google Ads to track when prospects complete your forms so you can see exactly which ads and keywords result in more conversions.

Additionally, if phone calls are important for your business, then don’t forget to set up call conversion tracking so you can see which ads and keywords are driving leads/sales over phone calls.

Challenge #9: Using ad extensions

Extensions are additional components in your ads that can make your ads much more enticing to users - especially those who are searching for local merchandise and services. Ad extensions include call extensions, site link extensions, callout extensions, price extensions, and more.

Google does show some extensions automatically, but you’ll miss out on the most useful extensions if you don’t set them up by hand.

Start with this feature under the “Ad extensions” tab in Google Ads and follow the directions to set up each extension.

Challenge #10: Optimizing campaigns

Optimizing the campaigns is an ongoing struggle. From the day you launch the ads, you should always be split-testing ad copy, adjusting your bids, trying new keywords, stopping poor-performing keywords, analyze different targeting options, and split-testing landing pages - do all kinds of calculative experiemnts.

Successful campaigns eventually require less elevation and, like everything else with Google Ads, it gets much easier over time, and one of the prime reasons for that is from the learner, you also turn into an expert in due course.

When you attend my online/offline training, I’ll show you exactly how to profitably manage your Google Ads campaigns, so you minimize your ad costs, generate more leads and sales, and maximize your profits!

If you manage your own Google Ads campaigns, or if you manage Google Ads campaigns for clients or on behalf of others, you should definitely attend this program.

Google Ads Management Tips (ROI Focused)

Hi!

Whether you are managing Google ads for your clients, running ads on your own for your own business, or work as a PPC consultant, generating positive ROI will be at the heart of everything you do. In fact, almost every job in the digital marketing and advertising world relies on ROI, whether these are through generating leads, sales, or both.

So let me ask you a question: “Are you happy with your campaigns’ performance?”

If you’ve answered yes, then this post is not for you. But, if you’ve answered no (or maybe), then please read on to discover my five tips for managing Google Ads campaigns effectively that magnitudes the performance of your ad campaigns.

#1 Select a promising market

If you have to run campaigns on behalf of yourself or your company, then make sure that you choose the best possible market.

For example, imagine for a moment that your Analytics data is telling that, leads that are coming through a nationwide ad campaign converting from a couple of specific regions at an impressive rate. Two of the company’s regional salespeople are also confirming the same, and your customer support service team is supporting the fact too. So what typical call you will take, and how you are boosting sales for the company?

The crucial thing here would be to focus on what you know best - either focus more on regional (high converting regions) campaigns with custom messaging or figure out whether the demand exists for your product/service nationwide at all or not?

This is the minimum action that you should naturally feel comfortable executing and confident to analyze further to see the actual impact on ROI with your best possible conversion data. It would also be easy for you to do business in those marketplaces where you have a large number of potential customers with relatively less competition. The goal is to find a market where you can, not only win customers but offer something special so that they stay with you and upgraded their contracts.

#2 Know your audience

Sticking with the example above, clearly, you’d want to keep in mind at all times that these particular regional visitors will be most interested in the product/service you are offering.

There’s no point showcasing lots of features about your product/service to them (your potential consumers) through your ad copies or associated landing pages of it again and again. They won’t be interested in this. They primarily want to hear about how many satisfied customers you’ve signed, retained, or upgraded. And how you provide solutions to your customer’s problems and what are new things you are bringing in for them!

It’s critical that you understand your audience and what they are wanting to see/read/hear. If you fail to deliver the right information to them through your ad copies and landing pages respectively - you’ll leave your audience cold and unimpressed. As a result, the churn rate will increase and will impact campaigns’ ROI adversely.

#3 Find your key message

So, you able to find out a potential marketplace and you’ve researched your targeted audience. What’s next?

I recommend that you pinpoint your keywords on and around which you want to run your search network-based ad campaigns, and ensure that this is weaved into your entire presentation in terms of text ad copies.

For example, let’s say you are running text ad-based campaigns on the Google search network for a video game production company, and you’ve been asked to generate leads for the latest video game that your client company is set to release.

Your target audience is active game players, so you probably wouldn’t mind going into detail about the game strategy, graphics, and playability in your ad copies.

In my opinion, your best key message, in this case, would be to focus on the target market and the USP of the game. Of course, you would still briefly introduce the game, but quickly get to the stats and projections that the target audience would be most interested in.

#4 Make your content engaging

What’s the best way to make your content appealing?

Tell a story.

That’s right. Scientific research has shown that the brains of people reading or listening to stories are more engaged and motivated than when they simply hear raw facts.

Storytelling is as ageless as the sun and never goes out of work.

When we were young kids, we loved to hear our parents read us bedtime stories. And when we got older, we unsurprisingly found pleasure in books, plays, and films.

In other words, stories help us to develop our imaginations, learn new things, and to enjoy the fairy-tale and secrets of the world.

When it comes to delivering attractive ad copies and effective landing pages, make sure you have plenty of relevant stories to tell - but in a concise manner.

#5 Provide solutions

If you want to inspire action, you must deliver solutions in your ads and then on landing pages for your users.

For example, you are running ads for a food supplement company. Your target audiences are sports team doctors and nutritionists. Your keyword theme is how to eat healthily.

Your potential consumers would be expecting lots of practical advice on how to change diets to improve health, energy levels, and endurance. As an advertiser, simply focusing on some actionable tips in your ads and portraying the same on landing pages would be extremely enticing.

Whatever is your strategy, look for ways to embed practical tips that the target audience can easily remember and adopt.

I’m often read online blogs on how to run Google ad campaigns effectively. Whenever I write blogs, I always ensure that I include plenty of ‘how-to’ tips, as I want my readers to not just hear my story - but to know how to create their own story too.

In this post, I’ve just covered five ways of sharpening your campaign management skills. To discover many more ways, I recommend you follow this blog.

Please try the above tips when you start your next Google Ads campaign - and let me know how you progress with it.

I’d love to hear your experiences, thoughts, and own stories.

Cheers!

Partha

5 Common Google Ads Questions (& Answers)

In today’s post, I will answer the 5 most basic questions about the Google Ads platform often asked by the new advertisers.

If you search online for information on Google Ads, you'll end up with many conflicting opinions. Some are against the Google Ads platform, and others have opposite views. There are certain pros and cons to using the platform. Before you get confused about whether you should run ads on Google or not, it’s good to go through this post once in which you'll find the answers to 5 common Google Ads-related questions that new advertisers normally check.

1. Do Google Ads really work?

Sure, Google Ads is not for all types of businesses. But it doesn't work either if you don't know how to use it.

To leverage the Google Ads platform optimally, one has to do research data and analyze results to find what works best. If you run a Google Ads campaign without doing the homework properly, then it likely won't perform the way you want it to.

So instead of finding answers to the question like will Google Ads work for me or not, the key is making sure you know how to create, manage, and optimize the campaigns properly.

2. How effective are targeted ads?

Online users typically don't care if the search results are sponsored or not, provided the ad copies are targeted enough to entice a user and encourage them to explore further.

Over the last few years, Google has made changes (visually) to the way their ads appear on search results pages. The aim is to make them more aligned with other elements on the same search results page. On the other hand, Google made a lot of changes (brought automation feature) on its platform to make it easier for advertisers for running campaigns smoothly. So it is evident, ads do work and it works best if you customize it enough to target your audience at the right time and at the right place.

3. Can I make money from Google Ads?

Sure, a lot of advertisers are facing issues with tracking ROI but there are ways for all to analyze results to calculate how profitable Google Ads can be.

When campaigns are set up appropriately on the Ads platform, you can see how each ad and keyword is performing. From that data, you can make changes to when your ads show, who your ads target, or change the messaging in your ad copies to improve outcomes. This can significantly influence ROI.

Google Ads isn't a "set it and forget it" type of ads platform. The power of Google Ads comes from paying attention to the data Google now provides on its platform and then using it to maximize your ROI.

4. Are display ads worth it?

Again, there is no straight YES or NO answer to this question like the first one. The truth is display ads don't work if you show them to the wrong audience. If ads are shown to people who are not attracted to a product or service they care about, they won't engage with it meaningfully.

Display ads (like any other form of ads) do work if you show them to targeted audiences who are interested in your service or product. Simply put, an effective display ad campaign can bring an extra dimension to advertising.

5. Is it worth paying for Google Ads?

Since your competitors are running ads, so you HAVE to think about it too seriously.

With Google Ads, you pay for the number of interactions your ad gets. If you set up your campaigns correctly, then each interaction will bring someone closer to your business. Each interaction will cost you and the cost varies depending on the keywords you're competing for.

This is all about delivering the right content to the right people at the right time. Carefully laying the campaigns with careful targeting is one of the basics behind generating the ROI optimally - no matter how much money you have.

So while you do need to invest some money, if you plan to use Google Ads systematically, your budget doesn't have to be a point of concern.

Need Help with Google Ads?

We can create and manage your Ads campaigns for you.

Dial +91 9748776969 for Google Ads services. Alternatively, you may either write to partha.sdtt@gmail.com or comment on this post. Will get in touch with you accordingly.

Additionally, you may opt for training on Google Ads to do the below things independently -

• Cross-device marketing
• Setup mobile marketing campaign

Join us for the Google Ads training course at your convenience.

During the training, you’ll learn why it's imperative to consider mobile marketing when working on the Google Ads platform. We’ll be sharing the best techniques for creating mobile-optimized campaigns that drive conversions for your business.

When you join, you’ll learn:

• How to use any budget to run mobile optimized ad campaigns successfully?
• How to leverage Call-only ads to reach customers on mobile devices?
• The conversion calculation process for mobile, tablet, and desktop campaigns
• How to measure the success of cross-device ad campaigns efficiently?
• And many more (unlimited Q/A sessions)

To your success!

Partha

How Do I Run A Google Ads Campaign?

This is an audit to convince your analytic mind in the face of performance anxiety that as a Google paid ad campaign manager, I’ve learned a few things about running a productive and meaningful search network-based text ad campaign that other people might find interesting or useful.

Many of us search the internet, to find a list of all the important-seeming things we must follow for PPC ad campaigns in 2019 and beyond. So I thought writing a checklist might help me more effectively than scrutinizing anything else.

I’ve come a long way since my first entry into the world of Google Ads. So I am very confident that certain readers find this list useful.

How do I make my Google Ads campaign successful?

Revisiting the lessons we learned - reconsidering them, even sharing them with others - allows them to flourish further. Purposes of this checklist vary from person to person, from campaign to campaign, but study this checklist (in no particular order) for optimizing ROI to invoke magic.

Consider what logical in your case, then, apply to see what you want to follow in your effort to combat competition and manifest a more meaningful and desirable campaign outcome.

1. The campaign setup is, truly, more important than anything else.
   
   
2. The goal conversions you want so badly to achieve might not prove as beneficial as you think they will. So don’t sweat it when, occasionally, you fall short.
   
   
3. Monitor competitors closely but remember, others are never thinking about you as much as you think they are.
   
   
4. Discover your USPs before start writing text ad copies.
   
   
5. It’s important, of course, to not take your problems regarding the keywords selection process and perceived failures seriously. But it also helps to make a habit of reminding yourself of the other aspects of users’ search behavior.
   
   
6. Similarly, it’s never a bad idea to run a test campaign preferably based on Analytics data. There’s a reason why so many successful ad campaign managers have confessed to being obsessive data analysts. You can create several “Campaign Drafts”, “Campaign Experiments”, and “Ad Variations” (all can be found under the “Drafts & experiments” menu) to test your ideas.
   
   
7. Endeavor persistently to find scope for improvement in landing page design through which users find purpose. Of course, it requires strategy, curiosity, bravery, and persistence. You have to try lots of different things, fail, rinse, and repeat it again. It’s a search that lasts for many years and years. It’s a continuous battle to find something more compelling. Challenge yourselves to continuously expand what in your industry might be possible to do or achieve.
   
   
8. Find meaning in your work and, more specifically, in laying out ad groups based on thematically separated keywords. Trust me, amazingly, Google’s system will pay you back.
   
   
9. There are several specific things you should do to consider strategically in your selection of negative keywords. One is to identify people who are not actually looking for your products or services. In your analysis, think seriously about what (or which search term) converts actually and why it works. Emulate them. Put them in a special bucket and rest everything you can think of as negative.
   
   
10. Commit to practicing in an approved manner. The best way to optimize your campaigns’ performances is to monitor them almost every day meticulously than most probably think necessary. The general equation being: plan + reiteration = progress.
    
    
11. It doesn’t matter how good history you have, which is why you should seek always to measure your campaign performance against set KPIs to be on time for things.
    
    
12. For similar reasons, try, as you’re able, to stay knowledgeable with the latest developments bring to us by Google.
    
    
13. A healthy Google Ads account = collection of more profitable ad campaigns. Plus, optimizing further your campaigns’ performances makes you feel better as in charge of the account.
    
    
14. Managing a PPC campaign is less fun if you never allow yourself in activities that bring you joy. Then indulge appropriately.
    
    
15. Effectively taking care of your mental well-being is the first building block of any successful ad campaign. Treat your mind as you would any other essential Google Ads account tool.
    
    
16. Practice moderation and do not follow any PPC checklist blindly. You have to find your own unique style to progress at your own speed. This will help you build in return a positive ROI-based campaign in the long run.
    
    
17. Show your potential customers you care about them. Build every inch of your landing page accordingly.
    
    
18. Read at least once Google’s help pages and/or support forums whenever you have time.
    
    
19. Take the help of “Performance Planner” (an inbuilt Google Ads tool) every time you have a semi-coherent reason to - it also helps to recognize opportunity and things as worthwhile and important. Get excited, even about the little things.
    
    
20. Don’t try operating any kind of vehicle without knowing how to ride it. Similarly, evaluate all the options you have before finalize your bid strategy. Resist the temptation of automation at first. Bad things will happen. Trust me.
    
    
21. That said, don’t be afraid to try new, scary-seeming things like, “Portfolio strategies” and “Advanced controls” - can be found under “Shared Library”. Expand your horizons! Acquire experience! However, think twice before applying anything.
    
    
22. In fact, do everything you can - as often as you can - to broaden your perspective through reviewing data in “Audience lists”, “Audience insights”, and “Audience sources” - all are under Audience manager - another exceptionally helpful tool available for campaign managers.
    
    
23. That said, aim to establish a fruitful daily routine. Planned repetition makes you (AND THE CAMPAIGNS that you are managing) better. In many ways, we prove a product of our routine. Construct it accordingly with the help of the “Search attribution” feature of Google Ads.
    
    
24. There never comes a time in your life when you can afford to say - I need not practice or work on my PPC knowledge to become better. You have to stay loyal to your strategically designed campaigns specific to “Rules” and “Scripts” (both can be found under the Bulk Actions feature). You must continue trying to deliver better outcomes by leveraging the power of the “Keyword Planner” tool. You can never afford to become complacent, at least not if you want to continue improving the ROI. Because to improve, ultimately, is to improvise. Let your abilities go full throttle.
    
    
25. When you waste hours scrolling through Facebook, you’re practicing indolence. When you are using the “Ad Preview and Diagnosis Tool”, you’re practicing to be self-aware.
    
    
26. Invest time in team-building or partnering with similar-minded people so they can influence you positively, appreciate your achievements, and create healthy competition for you. After all, we are a product of who we surround ourselves with. More practically, surrounding yourself with people who themselves try to maintain positive mindsets will make it easier for you to do the same.
    
    
27. Do your best in all circumstances to be a team player, to be a true professional. Respect your peers however trust your own ability and ideas - be courageous and confident. Don’t get overconfident though.
    
    
28. Think transparently, speak clearly, and act considerately. Reflect all these character traits at the time of campaign creation and setting KPIs for the same.
    
    
29. Do not stress much on (at least initially) CTR, Ad Rank, CPC, ROAS, and blah-blah-blah - all the technicalities. A lot of people try to run campaigns on those terms. To me, without first considering the consequences of the right combination between keywords, landing page(s), and ad text(s) - may upset people they care about.
    
    
30. You can mitigate your risk of losing your ground to competitors by making a habit of keeping a tap on the latest changes before they do realize the actual potential. Simply put, the present is important, as well as anticipating the future. For example, in preparation for the upcoming holiday season, Google has declared two new ways to reach our target audience with our text ads. With the help of “Affinity Audiences” and “In-market Audiences”, we’ll be able to get out to relevant prospects with ease.
    
    
31. Timing is important - when you want to show your ads to whom? So, schedule your ads accordingly. You should also carefully consider the devices option – whether the ads will be displayed on all - computers, tablets, and mobile devices or only on your selected ones.
    
    
32. Keep checking “Recommendations” for untapped areas. But important to remember, “Your optimization score” is just an indicator. Don’t put much emphasis on it. At the same time, keep an eye on “Demographics” data so you can make informed decisions to optimize your ad campaign performance.
    
    
33. Sometimes, you have to raise your voice for yourself, stand up to bullies, and demand what you’ve earned. For that, the “Change history” feature and “Reports” and “Dashboards” will help you out. Stay always up-to-date with insights. If anyone questions you, counter them with valid data with you.

Finally, remember that this list is neither exclusive nor exhaustive.

This serves me, thus sharing with you all. Whenever you run into them - don’t follow them blindly. Rather, distill from them what matters most to you as a person, relevant to your Google Ads campaign management, then discard the rest and move on.

I would suggest you write your own checklist for running Google Ads campaigns better. It will serve the community. Hopefully, remind you what you have achieved and where to focus.

Yes, I have not restricted my checklist only to technicalities regarding running any successful Google Ads campaigns as I firmly believe that, PPC campaign management is more about a psychological game rather than how good you are with your technical Gyan!