Do you want to drive traffic to your site? Have you ever launched a Google Ads campaign? If so, you may be wondering about the Google Ads mistakes to avoid. Whether you’re new to Google Ads (previously Google AdWords) or a seasoned pro, you’ve likely made one of the Google ads mistakes listed below.
Indeed, Google ads mistakes are all too common – and far too costly. Google Ads is a POWERFUL tool for all products and services. You don’t need a huge ad budget. Nor do you need to be an expert to make the most of this tool if you know how to use it correctly.
But there are some critical Google ads mistakes to avoid. From ignoring negative keywords to neglecting ad extensions, few people harness the full power of Google ads to generate traffic. The result: fewer clicks, fewer visitors, and fewer customers.
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In this article, I’ll reveal all the common Google ads mistakes to avoid – so you don’t waste results or ad spend. But first, you can find a quick bullet-point list below:
Google Ads Mistake to Avoid BulletPoints:
- Choosing the wrong keywords
- Ignoring negative keywords
- Not using ads extensions
- Sending traffic to your home page
- Not going local
- Neglecting experiments
Google Ads Mistakes to Avoid
Mistake #1: Choosing the wrong keywords
Perhaps the most common – and most costly – Google ads mistake. Think about when you search in Google – you choose the keyword or search terms carefully to find the right services.
Well, selecting keywords for Google ads is exactly the same. Except, in reverse.
Using keyword planners, you should focus on high- and middle-volume keywords with minimal competition. That will spread your ad spend – and also generate higher traffic by going after targeted searches as well as the “big ticket” keywords. Overall, it’ll help bring down the ad spend.
Mistake #2: Ignoring negative keywords
One of the Google Ads mistakes to avoid is neglecting negative keywords. Negative keywords prevent your ads from matching to irrelevant search queries. As you’re paying per click (PPC), you don’t want to receive clicks from people unlikely to convert.
Instead, you want to eliminate irrelevant impressions and clicks, thereby saving you time and money.
Every week you should generate a search term report. Use this information to update and expand your negative keywords lists continually. You’re refining your target market and increasing your click-to-conversion rate each time. So, you get more conversions per spend.
Mistake #3: Not using ads extensions
Stand out from the other search links with an ad extension.
Ad extensions provide useful and relevant information alongside your ad. Everything from your phone number, reviews, callouts, and site links can be included to increase your conversion rate.
For example, adding your phone number to your ad lets smartphone users click your number and contact you immediately. Other extensions like reviews increase the trustworthiness of your ad, boosting your click rate.
In short: it reduces the steps between searching Google and contacting you. The fewer steps, the more likely you are to convert a customer.
No longer do they need to click on your website; now, all the information is ready at a glance. Of all the Google Ads mistakes to avoid, this is one of the most ignored.
So, set up all your ad extensions, and you’ll spend less for every new customer gained.
Mistake #4: Sending traffic to your home page
Where do you link prospective customers to? Your homepage, right? After all, it’s the heart of your online business: the modern-day storefront.
Except, it’s just one more Google ads mistake to avoid.
Your homepage is the storefront, the introduction. It’s designed to engage anyone and everyone who comes across your business.
But that’s not who is coming through from an ad. Rather, this audience is pre-filtered via the keywords in the ad’s copy.
Remember: you want to limit the steps between searching and the desired action. For example, if you want a customer to contact you, direct them straight to your contact page. Or, if the keyword is related to your product, link to a product page (or your online store).
Tailoring the landing page for your ad drives traffic and boosts your conversion rate. Whether it’s content, products or services, or your business contact, prospects won’t wade through dozens of pages to find the information they want.
Mistake #5: Not going local
Here’s the thing: not every business is global. Not every company wants to attract customers around the world. First, it’s expensive. If people worldwide can click on your ad, it means you waste money on prospects who will never use your product or service.
Suppose you’re based in a single city. In that case, put all your effort into targeting prospects in the vicinity. Pick keywords containing your city’s name and prevent your ad from being shown to people elsewhere.
You can also use regional trends.
Don’t rely on keywords which get high volume nationally – find the keywords for your city or region. There’s a couple of critical benefits:
- The cost/conversion for one city may be lower than another.
- Certain locations may be driving most of your traffic – focus on them.
Mistake #6 Neglecting experiments
Google Ads’ experiments feature is chronically under-appreciated. Instead of tweaking your ad each week or month and seeing the results. You can run split tests to find the most effective combination of factors. In split tests, landing pages, ad copies, keyword match types, keywords, and more can all be changed.
Meaning you can limit the risks of an ad campaign by discovering the ad which generates the greatest results. It’s like the focus groups marketers used to rely on. Only it’s quicker, and the rewards are much greater.
Google Ads Mistakes to Avoid – Conclusion
Google Ads has the potential to revolutionize your business… just as long as you’re using it right. Knowing which Google Ads mistakes to avoid will save time and money. You don’t need to learn the lessons the hard way. But you’ll still need to tweak and refine your ad using the tips described above. No campaign is perfect from the start; it’s all a matter of trial and error.
Need help running a successful Google Ads campaign to stay away from the top Google Ads mistakes to avoid? Contact Clicta Digital today for a free consultation with one of our Google Ads experts!