The variety of functionality, personalization and targeting choices available in Google Ads make it a very successful lead and sales creation generator. However, the same factors that have contributed to its phenomenal success may also be limiting the ROI.
The default recommendations that Google makes when putting up a campaign might often prove to be costly mistakes that you should avoid. You see, there’s a conflict of interest here: your goal is to produce sales, while Google’s goal is to click. Sometimes it’s just a case of essential features being so well hidden that it’s all too easy to overlook one.
You may get closer to your end objective – driving more targeted visitors to your site and boosting your marketing efforts – by knowing how to spot and prevent these blunders.
So, let’s take a deeper look at 8 typical Google Ads blunders that most new campaigns make and how to eliminate them.
Search Network & Display Network Default Campaign Targeting Options
When creating the campaign, uncheck the default search partners and display the network.
Negative Keywords Are Not Used
When you first start, aim for a list of 50-100 negative keywords and keep refining it based on real search term data.
Not Optimizing For Conversions Testing
The purpose of Google Ads is to generate leads and sales, and you won’t be able to do so until you optimise your campaign for conversions. Setup as many conversion actions as possible.
Insufficient Keyword Research
Choose the correct keywords and match types; the quality of the clicks matters significantly more than the quantity.
Bidding Strategies Are Not Tested
There is no such thing as a one-size-fits-all bidding strategy, so experiment with different techniques to discover your sweet spot.
Only Drafting One Ad Variation
Aim for a minimum of two ad copies per ad group (three is ideal).
Extensions Are Not Being Added
Create as many ad extensions as you can; the more real estate your ad occupies, the greater your CTRs will be.
Regional Trends Are Being Ignored
Test multiple sites to see where you can receive the best leads and sales for the least amount of money.
Last Thoughts
It takes time, patience, and a lot of testing to run a successful Google Ads campaign.
Spending the extra effort upfront to properly build up your campaign and avoid common Google Ads blunders (think multiple ad versions, keywords, narrowly targeted ad groups and keyword mix, and so on) can go a long way toward producing leads that are both cost-effective and long-term.