What Are Common Google Ad Mistakes You Should Avoid?

Using the Google Ads platform, you can modify your advertising campaigns to reach customers in various ways. Having many options is the only way to guarantee that all campaigns target the correct demographic. However, this level of specificity can be overwhelming, leading to errors or subpar tactics.

Here are the common Google Ad mistakes that you should avoid:

1. Inappropriate Conversion Tracking

Avoiding improper conversion tracking when setting up Google Ads is essential. Conversion tracking measures the effectiveness of your marketing campaigns by counting the number of people who click on your ads and then buy something. This can be a helpful technique for determining which advertisements are the most effective and raising your campaigns' return on investment (ROI).

When enabling conversion tracking in Google Ads, make sure each campaign is distinct so that it has its specific data points. If you don't do this, confusion will result from all your campaigns showing up under "All Campaigns" on the Google Analytics dashboard as one big group.

2. Not Setting a Target Audience

You should be familiar with audience targeting if you want to use Google Ads to reach new customers. You'll observe that you have various choices for how you want your ads to appear when you create an ad campaign on Google. 

Using audience targeting, you can pick the people who see your advertisements based on their interests, location, and demographics. For instance, you could only target rural residents if you were selling a product that catered specifically to those living in rural areas.

Anyone is a potential target, including people who have looked up products similar to yours or visited your website. This is great since it enables companies of all sizes to market to specific consumer segments. When done correctly, this can significantly increase profits and sales.

3. Utilizing Wrong Keywords and Match Types

When creating a new Google Ads account, keywords and match types are the most important factors to consider. You can select broad, phrase, exact, or negative keywords. The search term a potential customer might use to find your good or service is the basis for the keyword you choose.

Depending on your business's generic, you can use broader or narrower match types. Due to the ability to narrow the target, general keywords are more common in B2C industries, whereas phrase and exact keywords are common in all sectors.

4. Not Adding Negative keywords

Negative keywords should be taken into account while developing advertising campaigns. These expressions do not appropriately characterize your business's goods or services. For instance, "organic" would be a negative term if you run an organic clothes store because you wouldn't want people looking for the word organic to see your adverts.

If you don't utilize negative keywords, Google will employ broad match phrases, which could result in your ads showing up in search results for any word associated with what your business sells. This might lead to people clicking on pointless adverts, raising your costs. 

By incorporating negative keywords, you may ensure that people only see your advertisement if they want something connected to what you sell.

Conclusion

For practically any business, Google Ads and, more specifically, paid search marketing can be a money-making machine. However, inefficient campaign execution can lead to failure and resource waste. Staying clear of the mistakes above will make planning and carrying out effective campaigns much more accessible.

If you're looking for a google ad expert, look no further than Rascal Media. We are a boutique digital marketing agency with a tailored approach. We offer hands-off solutions you can trust to meet your needs without wasting time. Contact us now!