7 Mistakes to Avoid While Creating Google Ads Campaign

by Ashutosh Bhardwaj
Posted: Jun 12, 2021

Google Ads can make or break your brand. If you have been using Google Ads for your business, you might know that while starting to advertise with Google Ads is straightforward, mastering it is another story. If you haven’t used Google Ads yet, you’re doing your brand a disservice.

According to Google’s estimates, for every $1 a brand spends on Google Ads, they get $8 in profit. Even then, without a strategic approach and proper care, your Google Ad campaign can quickly become an expensive gig. One mistake can cost you money, time, effort, and reputation.

This blog is for you if you want to avoid such mistakes. Save money, time, effort, brand value, & more by learning about the most common mistakes that hundreds of brands make each day while operating Google Ads, which often leads to their failure. Here goes.

7 Google Ads mistakes to avoidMistake 1: Failing to use the right keyword match

The top 3 categories of keywords a Google Ads advertiser should be familiar with are:

Broad match
Phrase match
Exact match

A common mistake people make is using the wrong keyword match type.

Mistake 2: Poor ad quality & lack of ad extensions

Even if you master the match type, you might not see results. Of the many reasons, one of the major reasons is either not having or optimizing ad extensions. Both of the issues are easily avoided.

Thanks to Google, it is easy to write high-quality ad copy. It is also easier to adjust your settings to ensure you yield the best ROI. With ad extensions, you can use "sitelinks" (links shown below some Google search results), call, as well as, location extensions, all to enhance your ad. You can find all of it on your Ad Extensions tab in your Google Ads account.

With ad extensions, you just need to add little extra pieces of information or links to the ad. The added rich snippets will give your customers more reasons to promptly click on your ads.

If you use the right ad extensions, it will ultimately increase the click rate. Now the challenge is ensuring that your landing page is high-converting. Why? Because when potential buyers or visitors get on your landing page, they’ll find exactly what they’re looking for without any hassle.

Then comes the ad copy. In this fast world, you need to capture your audience with a compelling ad copy. A powerful copy has to be precise and it should offer problem-solving, include emotional triggers, induce FOMO, and focus on benefits.

You should use every available tool and opportunity to get the best results.

Mistake 3: Having no clear understanding of profit margins & conversions

If your ultimate goal is to boost your revenue and not just short-term profit, you need to track both your profit margins and conversions.

After you’re done with your ad spend, sooner or later, you would need to see a return so that you can secure more budget for the future.

All smart advertisers take time out from their busy schedules to chalk out the lifetime value of a potential or new customer. And then decide how much they’re willing to spend to acquire or keep the customer.

You should do something similar for PPC ads. Set up conversion inquiries or sales from the "Tools and Analysis" option on the menu, and then go and "add new conversion".

Getting a better understanding of profit margins and having an estimate is great for successful Google Ads.

Mistake 4: Avoiding negative keywords

A negative keyword is a type of keyword that stops your ad from being triggered by a particular word or phrase. Your ads won’t be shown to anyone searching for the said word or phrase.

Every day Google processes 6million+ keywords. 15% of those keywords are 100% new and unregistered. Chances are, some of these keywords are high-quality and some not so much & hence detrimental to bid & target. Using negative keywords, you can exclude keywords that are not a good match for your product/service. This can lower the cost and increase the revenue.

Many brands make the mistake of ignoring negative keywords. They don’t spend enough time compiling a list of negative keywords. Then their ads don’t convert, and they wonder why.

Did you know with negative keywords you can easily reach the most targeted customers? Yes, you can. You can also reduce costs, boost ROI, and increase Google Ads’ quality score.

But while you do need to use negative keywords, make sure you use limited negative keywords or your results could become difficult to track, customize negative keywords, and use a spreadsheet to track keywords & their negative counterparts.

Mistake 5: Failing to bid on your own brand

To increase conversions, you should definitely bid on your own brand name keywords. Of course, you should also pay attention to your brand’s value.

Even if you list on the top of the organic search results, if you bid on brand terms, you can dominate search real estate by claiming the top two spots. The paid search link will work with your organic search link to bring more traffic.

If you don’t buy your brand term, your competitor will. This way, they will show up above you. Secure your space before your competitor gets on it.

The largest and most popular brands are bidding on their own brands and effectively reaping the benefits, you can too.

With paid search, you can direct consumers to specific pages. It can be used to drive attention to special offers and promotions.

Brand keywords are more economical than generic keywords.

Mistake 6: Not knowing or understanding your customer lifetime value or CLV

Not knowing your customer lifetime value (CLV) can cost you time & money. CLV is the revenue you can expect from one customer through your whole business relationship.

How much you are willing to or can afford to spend on your customer depends on the CLV. There is no need for a guessing game; it will only cause recurring losses. Instead, you should calculate it.

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37 Mistakes to Avoid While Creating Google Ads CampaignPublished by mmbo at June 1, 20210 0 0

Google Ads can make or break your brand. If you have been using Google Ads for your business, you might know that while starting to advertise with Google Ads is straightforward, mastering it is another story. If you haven’t used Google Ads yet, you’re doing your brand a disservice.

According to Google’s estimates, for every $1 a brand spends on Google Ads, they get $8 in profit. Even then, without a strategic approach and proper care, your Google Ad campaign can quickly become an expensive gig. One mistake can cost you money, time, effort, and reputation.

This blog is for you if you want to avoid such mistakes. Save money, time, effort, brand value, & more by learning about the most common mistakes that hundreds of brands make each day while operating Google Ads, which often leads to their failure. Here goes.

7 Google Ads mistakes to avoidMistake 1: Failing to use the right keyword match

The top 3 categories of keywords a Google Ads advertiser should be familiar with are:

Broad match
Phrase match
Exact match

A common mistake people make is using the wrong keyword match type.

Choose any of the keyword matches above, and Google will let you run your ads in that. You get to decide which match/es to use. Now, let us talk about the different keyword matches:

Broad match

Adding broad match keywords will help your ads show when people search for the given keywords. Regardless of the order of the words in the search string, your ads will show up.

For example, if you run your ads with the keyword"brown satchel bags," your ads will display a broad match for "satchel bags," "satchel bags brown," etc.

Broad match keywords have a lot of potential. You can get your hands on 41% untapped conversions through broad match keywords. In the health & wellness industry, for example, with broad match keywords, you can generate 94% more clicks.

So, a broad match keyword will mean that no matter what the prospects wish to do or search for, your ads will show up. It doesn’t matter if they aren’t ready to buy your product or even looking particularly for your product; as long as they mention at least a few of the words you’re targeting, your ads will show up for them.

Remember, any keyword you add into your Google Ads Account, by default will go into the broad match type unless you make it a point to select otherwise. Also, broad match type keywords can trigger words incessantly & attract impressions for irrelevant queries. This can cost money.

If you choose to use broad match keywords, this is what you can do. Just add the broad match keyword, don’t use any kind of punctuation, be it double quotations, parenthesis, or single quotations.

You can also use "modified broad". This means, instead of using GAP shirts, you’ll be targeting blue GAP shirts or black GAP shirts for women, etc.

Phrase match

In phrase match, Google matches your ads only against specific keywords that include a specific phrase that you designate. The exact order is required for a phrase match.

For example, if you phrase-match your keyword to best wireless headphones, your ads will only show up if people search for best wireless headphones.

There is always an off chance that your ads can appear for related keywords, but only when the individual words in your phrase appear in that exact order. For example, instead of best wireless headphones, it could be a list of best wireless headphones.

If you want to enter a phrase match keyword, make sure you enclose it in double quotations.

Exact keyword match

An exact match allows you to reach prospects who are searching only for the specific keywords that you’re bidding on or some close variants. If you bid on an exact match keyword, it will allow you to exercise a tight grip over your advertising budget. This, in turn, gives you a better ROI on ad investment.

For example, if your exact match keyword is best wireless headphones, then a prospect searching for best hooked wireless headphones won’t see your ads. Only people who searched for the exact keyword would.

Research suggests that exact match keywords convert way better than broad match keywords. However, in the case of exact match keywords, the number of average monthly keyword searches is lower.

To add an exact keyword match, you can enclose the keyword in squared brackets.

Here’s a tip for you. For best results, you should combine the three keyword matches and bid strategically. You can also split match types into individual Ad Groups or single keyword Ad Groups.