Google Ads Mistakes To Avoid


26 August 2020

Google Ads are an easy way to lose lots of money, if you don’t avoid the most common mistakes. Here are some quickfire tips on how to avoid those mistakes:

Inadequate tracking

As with any ad campaign, measuring results is KEY! Your business is 17x more likely to be successful in your campaign’s ROI if you maximise the use of analytics, according to a recent HubSpot marketing report.


So, simply set up conversion tracking and Google Tag Manager so that you don’t miss out on those all-important insights. Here are some baseline goals you need to be tracking. If this is foreign territory, we’re here to help!

Keywords

Sadly, it’s been discovered that on average, 9 out of 10 keywords bid on by marketers actually fall through the cracks producing no ROI.


Solution?


When viewing ‘all campaigns’ in Google Ads, open the options under ‘Keywords’ in the left hand menu. From here, you can export 3-6 months’ worth of data and decipher which of your keywords aren’t working as well as you’d like them to.


There are three different opportunities for optimisation here:


  1. ‘Search Keywords’ - this shows all your keywords to determine which are getting clicks and conversions and which aren’t.
  2. ‘Negative Keywords’ - this shows which words you don’t want your ads to trigger for to save on getting pointless clicks. The classic example being if I am trying to sell cruises, I don’t want my ads to show when someone types in Tom Cruise!
  3. ‘Search Terms’ - this shows the query that people have typed into the search bar that have triggered one of your ads. An important optimisation activity is to review this list regularly and exclude the words you don’t want to be found for - this increases the size of your negative keywords which saves you money everyday!

Landing page strategies

To put it simply, getting clicks to your site is just the beginning of a successful campaign. If customers have a poor website experience, 75% of them will click off, which means you will have basically just given your money to Google.


Your keywords, ad copy and your landing page need consistency and alignment with your target audiences’ desires. Setting up your ad groups with five (or less) very similar keywords allows you to control which words trigger your ads and bring a lot more specificity in results to what your customers are searching for.

Lack of attention

The first 3 months of a new Google Ads Campaign going LIVE are the most important. If you don’t spend much time nurturing your Google Ads Account and monitoring your level of success, you’re setting yourself up for disappointment and wasted spend.


It is recommended that you try to review your new Campaigns several times a week to ensure they are gaining traction and driving quality leads to the website. These first few months of intensive optimisation will really help you stay ahead of the game and ensure you hit the ground running with a solid foundation.

If you feel like you're struggling with any of the problems above, ask a question with the message button below - we'd be happy to help!

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