Google Ads is an incredibly powerful tool that can drive substantial traffic and revenue to your business.
However, running successful campaigns requires more than just setting up ads and letting them run. Many advertisers, especially those new to the platform, often make mistakes that can hinder their success.
In this blog post, we’ll discuss some of the most common Google Ads mistakes and how to avoid them to maximise your campaign performance.
1. Not defining clear goals
One of advertisers’ most fundamental mistakes is not setting clear goals before launching a Google Ads campaign. Without specific objectives, it’s challenging to measure success or optimise your campaigns effectively. Whether your goal is to increase website traffic, generate leads, or boost sales, having a clear and measurable goal is crucial.
How to Avoid It:
Start by identifying what you want to achieve with your Google Ads campaign. Set SMART goals—specific, measurable, achievable, relevant, and time-bound. For instance, instead of simply aiming to “increase sales,” set a goal like “increase online sales by 20% within three months.” With a clear objective, you can tailor your campaigns to meet this target and track your progress accurately.
2. Ignoring keyword match types
Another common mistake is failing to understand and use keyword match types effectively. Many advertisers default to broad-match keywords, which can result in your ads being shown for irrelevant searches, leading to wasted budget and low-quality traffic.
How to Avoid It:
Take the time to understand the different keyword match types—broad match, phrase match and exact match. Use these strategically to control which searches trigger your ads. For example, use exact match keywords for highly specific searches and phrase matches for slightly broader searches. Regularly review your search terms report to identify any irrelevant searches and adjust your keyword strategy accordingly.
3. Poor ad copy and lack of testing
Crafting effective ad copy is essential for attracting clicks and conversions, yet many advertisers overlook this aspect. Poorly written ads, or ads that fail to differentiate your offering, can result in low click-through rates (CTR) and wasted ad spend.
How to Avoid It:
Invest time in writing compelling ad copy that clearly communicates the benefits of your product or service. Use strong calls-to-action (CTAs) and highlight what makes your offer unique. Additionally, A/B testing your ads is crucial. Test different headlines, descriptions, and CTAs to see what resonates best with your audience. Continuously refine your ad copy based on the performance data to improve your results.
4. Not using negative keywords
Negative keywords are an often underutilised feature in Google Ads campaigns. Failing to use negative keywords can lead to your ads being shown for irrelevant searches, which can drain your budget and lower your campaign’s ROI.
This means that if you have a physiotherapy clinic, your ads may show up on searches like ‘couples therapy,’ ‘happy ending massage,’ or ‘free massage.’ These search queries are irrelevant to your business, and if you don’t add negative keywords, you’ll end up paying for people who click on your ads when searching for these types of services. For instance, imagine you’re running an ad for ‘sports injury rehabilitation’ but your ad also appears when someone searches for ‘luxury spa day.’ Since the searcher is not looking for physiotherapy, they’re unlikely to book your service, wasting your ad spend.
How to Avoid It:
Update your negative keyword list regularly to prevent your ads from showing up for irrelevant queries. For example, if you’re selling premium products, you might want to add words like “cheap” or “free” to your negative keyword list. This helps ensure that your ads only appear for searches relevant to your business, improving the quality of your traffic and overall campaign performance.
5. Overlooking landing page optimisation
Driving traffic to your website is only half the battle; converting that traffic into leads or sales is the ultimate goal. One common mistake is directing traffic to poorly optimised landing pages. If your landing page doesn’t align with your ad or provide a seamless user experience, you’re likely to see high bounce rates and low conversion rates.
How to Avoid It:
Ensure that your landing page is closely aligned with the ad that drives traffic to it. The landing page should deliver on the promise made in your ad, with clear messaging, a strong CTA, and an easy-to-navigate layout. Additionally, ensure your landing pages are optimised for mobile devices, as a significant portion of traffic often comes from mobile users.
6. Failing to monitor and adjust campaigns regularly
Google Ads is not a “set it and forget it” platform. Many advertisers make the mistake of launching their campaigns and then neglecting to monitor them regularly. This can lead to underperforming ads, wasted budget, and missed opportunities for optimisation.
How to Avoid It:
Make it a habit to review your campaigns regularly. Check key metrics like CTR, conversion rate, and cost per conversion. Identify any trends or issues and make adjustments as necessary. This might include tweaking your ad copy, adjusting bids, or refining your targeting. Regular monitoring and optimisation are crucial for maintaining and improving your campaign’s performance.
Conclusion
At Erichsen Consulting, we believe that Google Ads can be a powerful driver of growth for your business, but only if managed effectively. However, the effectiveness of Google Ads depends heavily on the type of business you have. Whether you’re running an e-commerce store, a local service provider, or a niche consultancy, tailored strategies are essential to get the best results.
Additionally, it’s important to note that you must have a website to run Google Ads. Your ads will direct potential customers to your site, where they can learn more about your offerings, make purchases, or book services. Without a well-optimized website, your ad spend will likely be less effective, as visitors need a place to land after clicking your ad.
We have successfully helped businesses like Brandarmies España, Redline Company, Kaarsberg Estate, Aliv Psicólogos, LookHome MS, and many more with their Google Ads campaigns. Check out our Google Ads services to learn how we can help you achieve similar success.
Remember, successful Google Ads campaigns require ongoing attention and optimization, so stay proactive and keep refining your approach for the best possible outcomes.