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ONLINE ADVERTISING

How avoiding the simple mistakes can make your ads more effective

By our News Team | 2022

Even if you’re familiar with Google Ads campaigns, you may be missing a few tricks of the trade, says industry expert.

Simple mistakes can significantly damage your advertising strategy, hurting your reach and budget. In a recent article for Entrepreneur magazine, Adam Petrilli, CEO of online reputation management agency NetReputation.com, says there are several common traps to avoid in order to maximise ad performance. 

Whether you’re just becoming familiar with Google Ads or have a history with such campaigns, avoiding simple mistakes will optimise returns. Among them:

Online Advertising

Photo by Pixabay via Pexels

Using the wrong keyword match types

One of the most critical areas of Google Ads is keywords. There are three sub-categories of keyword match types: ‘broad’, ‘phrase’ and ‘exact’.

Many marketers or their strategists only use broad match keywords, which means your ads will show up on searches that relate to your keyword in any order. This is an easy way for your ad to garner a lot of impressions, but it doesn’t guarantee conversion — because how likely is it that each person searching that keyword is a potential customer?

Ensure you’re also utilising phrase and exact match keywords, which are progressively more specific. Though your overall impressions will be lower, you’ll have a better chance at customer conversion.

Running ad copy without testing it first

Whether you’ve got one set of copy per ad group or dozens of variations, it’s crucial to compare what copy works and what doesn’t. Google Ads allows you to do this directly in a campaign’s ‘Experiments’ section. You can quickly run numerous variations of an ad simultaneously for several weeks and then compare the results.

Over time, you’ll know what phrases and setups provide the best results and you can replicate this for future campaigns.

Ignoring negative keywords

Just as it’s essential to add relevant keywords to your ads, you also want to add negative keywords to your campaigns. These are words or phrases that, when searched, will exclude your ad from showing up in the results — a crucial way of protecting your brand reputation and curating customer conversions.

Expanding your negative keyword list will help filter out customers you know aren’t a match for your product, giving you a better return on the ads you run.

Read the full Entrepreneur article here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.