7 Google Ads Myths That Are Costing You Conversions

Did you know that despite all the advancements in digital marketing, many businesses are still struggling with their Google Ads campaigns? One of the biggest challenges, as highlighted by users on Reddit, is achieving a good Return on Ad Spend (ROAS). This often stems from a misunderstanding of how Google Ads truly works. This article will debunk some common myths that prevent eCommerce businesses, digital marketers and CRO specialists from maximizing their Google Ads performance.

Why These Myths Persist

Many myths about Google Ads persist due to the platform's complexity and the constant updates to its algorithm. Misinformation spreads quickly, especially in online communities and forums, leading to flawed strategies and wasted ad spend. It's crucial to separate fact from fiction to build effective campaigns and achieve a positive ROAS.

Misconceptions about bidding strategies, keyword research, and ad quality scores can severely impact campaign performance. Understanding the realities of Google Ads is critical for success.

Myth #1: Broad Match Keywords Are Always Bad

Reality: Broad match keywords have gotten a bad rap, but they can be incredibly effective when used strategically. Many marketers shy away from broad match, fearing irrelevant clicks and wasted budget. However, with the right optimizations, broad match can help you discover new, high-performing search terms that you might otherwise miss. The key is to use it in conjunction with other match types and negative keywords.

For example, consider an eCommerce store selling handmade jewelry. A common myth is that using "handmade jewelry" as a broad match keyword will result in irrelevant clicks. However, if you use negative keywords like "wholesale," "bulk," or "cheap," you can filter out undesirable traffic. Furthermore, using a tool like CRO Benchmark can help you identify keywords that are driving conversions, regardless of match type.

• Benefits of Broad Match with Optimization:
  • Discovery of new keywords.
  • Increased reach.
  • Potential for lower CPCs.
• Drawbacks of Broad Match without Optimization:
  • Irrelevant clicks.
  • Wasted budget.
  • Poor conversion rates.

Myth #2: High Quality Scores Guarantee Success

Reality: While a high-Quality Score is important, it's not the be-all and end-all of Google Ads success. Quality Score is a diagnostic tool that gives you insight into the quality of your ads and landing pages. However, it doesn't directly correlate with conversions or ROAS. Focusing solely on Quality Score can lead to neglecting other crucial factors like bid strategies, ad copy, and landing page optimization.

A high Quality Score is a good indicator, but the ultimate goal is conversions and ROAS. This means optimizing for the entire customer journey, not just the ad itself.

For instance, an ad with a perfect Quality Score might still perform poorly if the landing page isn't relevant to the search query or if the user experience is poor. A study by WordStream found that while Quality Score does have a positive impact on cost-per-click (CPC), it's not the primary driver of conversions. Factors like ad relevance, landing page experience, and expected click-through rate contribute to Quality Score, but these are all components of a larger strategy.

• What Impacts Conversions More Than Quality Score:
  • Ad relevance.
  • Landing page experience.
  • Bid strategies.
  • Conversion tracking.

Myth #3: You Need to Bid on Your Brand Keywords

Reality: Bidding on your brand keywords is a surprisingly contentious topic. Some marketers believe it's essential to protect your brand from competitors, while others see it as an unnecessary expense. The truth lies somewhere in the middle. If your brand is well-known and you consistently rank organically at the top of the search results, bidding on your brand keywords might not be strictly necessary. However, it can still be beneficial in certain situations.

While you'll likely rank organically for your brand name, bidding on those keywords can increase your visibility, especially in competitive markets. It also gives you more control over the messaging users see.

Consider this: if a competitor is bidding on your brand name, your ad could appear below theirs, potentially diverting traffic. By bidding on your brand keywords, you ensure your ad appears at the top, reinforcing your brand presence. Furthermore, bidding on brand keywords allows you to control the messaging and highlight specific promotions or offers. A recent study indicated that branded keywords often have a higher click-through rate (CTR) and conversion rate than non-branded keywords.

• Pros of Bidding on Brand Keywords:
  • Increased visibility.
  • Control over messaging.
  • Protection from competitors.
• Cons of Bidding on Brand Keywords:
  • Potentially wasted budget if you rank organically.
  • Additional management overhead.

Myth #4: More Keywords = Better Performance

Reality: Quantity doesn't equal quality when it comes to keywords. The myth that loading your campaign with as many keywords as possible will improve performance is a common pitfall. In reality, a more targeted and focused approach is often more effective. Overusing keywords can lead to a diluted budget, lower relevance, and a poorer user experience.

Instead of focusing on quantity, concentrate on identifying high-intent keywords that align with your target audience and the products or services you offer.

For example, an eCommerce store selling running shoes shouldn't bid on every possible keyword related to footwear. Instead, they should focus on specific, high-intent keywords like "best running shoes for marathon training" or "buy men's running shoes online." This approach leads to more relevant ads, higher CTRs, and improved conversion rates. CRO Benchmark can help you analyze your current keyword strategy and identify areas for improvement, helping you to refine your focus and improve your ROAS.

• Better Keyword Strategy:
  • Targeted keywords.
  • High-intent keywords.
  • Negative keywords.
• Worse Keyword Strategy:
  • Broad keyword base.
  • Unfocused keywords.
  • Keyword stuffing.

Myth #5: Google Ads is Only for Big Budgets

Reality: While it's true that larger budgets can provide more opportunities, Google Ads is accessible to businesses of all sizes. The key is to manage your campaigns strategically and focus on optimization. Small businesses with limited budgets can still achieve impressive results by targeting specific keywords, using ad extensions, and closely monitoring their performance.

The beauty of Google Ads is its flexibility. You can start with a small budget and scale up as you see positive results.

For example, a local service provider can run a highly targeted campaign with a daily budget of $20 and still generate leads. The key is to optimize the campaign for conversions and focus on a specific geographic area. Using tools like CRO Benchmark can help you identify areas where you can improve your campaigns and increase your return on investment, regardless of your budget.

• Ways to Optimize with a Small Budget:
  • Targeted keywords.
  • Ad extensions.
  • Conversion tracking.
• Things to Avoid with a Small Budget:
  • Broad match keywords without negative keywords.
  • Spending on irrelevant keywords.
  • Ignoring conversion tracking.

Myth #6: Mobile Ads Are Always Less Effective

Reality: Mobile advertising is often misunderstood, with some businesses believing that mobile ads are inherently less effective than desktop ads. However, mobile devices account for a significant portion of online traffic, and mobile advertising can be extremely effective when done right. The key is to optimize your campaigns for mobile users.

With the rise of mobile browsing, it's essential to optimize your Google Ads campaigns for mobile users to capture the largest possible audience.

This includes creating mobile-friendly landing pages, using mobile-specific ad extensions, and targeting mobile-friendly keywords. For example, if you're a local service provider, you can use location extensions to show your address and phone number on mobile devices, making it easier for customers to contact you. According to Statista, mobile devices generated 58.78% of global website traffic in the first quarter of 2024 Statista.

• Mobile Optimization Best Practices:
  • Mobile-friendly landing pages.
  • Mobile-specific ad extensions.
  • Mobile-friendly keywords.
• Mobile Advertising Pitfalls:
  • Non-responsive landing pages.
  • Ignoring mobile-specific ad extensions.
  • Using desktop-focused keywords.

Myth #7: You Can Set and Forget Your Campaigns

Reality: Google Ads campaigns require ongoing monitoring and optimization. The idea that you can set up a campaign and then forget about it is a recipe for failure. The search landscape is constantly evolving, with new competitors, changing user behaviors, and updates to Google's algorithm. Regular analysis and adjustments are essential to maintain performance and achieve your goals.

A 'set it and forget it' approach to Google Ads is a sure way to waste your budget. Continuous monitoring and optimization are key to success.

This includes monitoring your keywords, ad copy, and landing pages; analyzing your performance metrics; and making adjustments as needed. For example, if a particular keyword isn't performing well, you might need to adjust your bid or replace it with a more relevant one. If your ad copy isn't converting, you might need to test different variations. Tools like CRO Benchmark can help streamline this process, providing insights and recommendations to improve your campaigns continuously.

• Key Aspects of Ongoing Optimization:
  • Keyword monitoring.
  • Ad copy testing.
  • Performance analysis.
• Consequences of Neglecting Optimization:
  • Decreased performance.
  • Wasted budget.
  • Missed opportunities.

What Actually Works

To achieve success with Google Ads, it's essential to focus on a few key strategies:

• Keyword Research: Perform thorough keyword research to identify relevant, high-intent keywords.
• Ad Copy Optimization: Craft compelling ad copy that highlights your unique selling points and includes a clear call to action.
• Landing Page Optimization: Create landing pages that are relevant to your ad copy and optimized for conversions.
• Conversion Tracking: Implement conversion tracking to measure your results and identify areas for improvement.
• Continuous Optimization: Regularly monitor your campaigns, analyze your performance, and make adjustments as needed.

By debunking these myths and focusing on these key strategies, you can improve your Google Ads performance and achieve a positive ROAS.

Leveraging CRO Benchmark for Better Google Ads Results

While understanding the myths and realities of Google Ads is crucial, taking action to optimize and improve your campaigns is what really matters. That's where a tool like CRO Benchmark comes in. This AI-driven conversion optimization audit analyzes over 250 criteria across your eCommerce store, including aspects that directly impact your Google Ads performance. It helps you identify conversion leaks and provides actionable insights to improve your campaigns.

Here are some ways CRO Benchmark can help you:

• Identify Conversion Leaks: Uncover areas where your website is losing potential customers.
• Prioritize Fixes: Get a clear roadmap of the most impactful changes to make.
• Generate A/B Testing Ideas: Receive tailored A/B testing suggestions to improve your conversion rates.
• Assess Data Hygiene: Ensure the accuracy of your website data for better Google Ads performance.
• Benchmark Against Competitors: See how your website stacks up against the competition.

By using CRO Benchmark, you can take a data-driven approach to optimize your Google Ads campaigns and achieve better results. It can help you identify and fix the issues that are preventing you from reaching your desired ROAS, increase conversions, and ultimately, grow your business.

Actionable Takeaways

• Challenge Your Assumptions: Regularly question the conventional wisdom surrounding Google Ads. Don't be afraid to experiment and test different strategies.
• Prioritize Relevance: Ensure your keywords, ad copy, and landing pages are highly relevant to your target audience.
• Embrace Data: Use data to inform your decisions and track your progress. Google Ads provides a wealth of data that can help you understand what's working and what's not.
• Stay Informed: Keep up with the latest trends and best practices in Google Ads. The platform is constantly evolving, so it's essential to stay informed.
• Use the Right Tools: Utilize tools like CRO Benchmark to streamline your optimization efforts and gain valuable insights.

By following these actionable takeaways and debunking the myths surrounding Google Ads, you can unlock the full potential of your campaigns and achieve greater success. Remember that continuous learning, experimentation, and a data-driven approach are crucial to achieving a positive ROAS and growing your business.