In a recent conversation with one of my clients, they shared a staggering loss of over $20,000 on Google Ads over the past year. While they eventually enlisted the help of a paid ads consultant to mitigate further losses, the initial financial hit serves as a stark reminder of the consequences of simple PPC errors.
This conversation prompted me to reach out to more than a dozen seasoned paid advertising experts who have audited numerous Google Ads accounts over their careers. Their insights shed light on some recurring mistakes that marketers tend to make in Google Ads campaigns. Below are six common pitfalls to avoid:
1. Inaccurate Conversion Tracking
Effective measurement of campaign success is crucial for any advertiser. Yet, two key issues often plague conversion tracking:
a. Tracking Non-Conversion Events as Conversions
Tracking non-conversion events, such as page views, button clicks, or content downloads, as conversions can distort your understanding of your campaign’s actual performance. While such events may indicate user engagement, they might not align with your primary conversion goal, like making a purchase.
b. Tracking Duplicate Conversions
Monitoring the same conversion multiple times from a single user can artificially inflate your conversion rate. This can lead to misguided perceptions of campaign success, particularly in e-commerce.
2. Ignoring Close Variants of Exact Match Keywords
In the good old days, “exact match” keywords meant precisely that. However, Google has expanded its definition over the years to include close variants. While this can be beneficial, marketers should be vigilant and monitor these variants to prevent irrelevant ad placements. Regularly review the search term report and add irrelevant close variants to your negative keywords list.
3. Default Geo-Targeting Settings
Optimal ad targeting is essential. Failing to adjust default geo-targeting settings can lead to ads being displayed to an irrelevant audience. Ensure that your settings align with your campaign’s objectives.
4. Irrelevant Landing Pages
Landing page relevance plays a significant role in Google Ads’ Quality Score calculation. A mismatch between landing pages and targeted keywords can lead to higher costs and lower conversion rates. Ensure that landing pages are optimized for your chosen keywords.
5. Trademarking Branded Keywords
Protect your brand from competitors by trademarking your branded keywords. This prevents competitors from using your keywords in their ad copy, which can negatively impact their Quality Score.
6. Not Automating Ad Workflows
Automation can streamline your Google Ads campaigns, optimizing resource allocation. Failing to automate routine tasks can waste valuable resources that could be better utilized elsewhere.
In conclusion, avoiding these common Google Ads pitfalls is crucial for achieving cost-effective and successful campaigns. For more insights and information on optimizing your advertising efforts, visit our website. Don’t skimp on the details; explore the full potential of your Google Ads campaigns.
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