These days, it can seem like effective mass-marketing is easier than ever. The vast reach of the internet is unprecedented, and advertising with Google is the surest way to broaden the marketing visibility of your company. And that’s where Google Ads comes in—a pay-per-click (PPC) advertising platform that pulls in traffic to your website. But the ease of these marketing tools shouldn’t lull you into overconfidence. A poorly executed digital marketing strategy can be just as costly as not having one at all. So, with a view to putting you on the right course, we’ve put together a list of five Google Ads mistakes that you’ll want to avoid at all costs.

1. Poor Choice of Keywords

Amazingly enough, choosing the wrong keywords can hobble your Google Ads campaign from the get-go.

First, you need to put some serious thought into the keywords you’ll use. You won’t do yourself any favors if you end up using too many, or if the ones you do use are only imperfectly relevant to your business.

Keyword choice is rather like casting a net. If you cast the largest possible net, you might indeed scoop up a huge volume of fish. But are they the kind you really want?

Using broad-matched keywords is similar. These keywords can net you a huge amount of traffic volume, but little to no actual conversions. So consider narrowing down your search terms.

Instead of broad match, or even phrase match or exact match keywords.

2. Using a Single Ad Variation

Don’t rely on a single ad variation! You need to experiment with your ad copy as much as possible.

Trial-by-error really is your friend when it comes to crafting Google Ads. Multiple ad variations allow you to find what works, and eliminate the low-performing stuff. Try for at least 3-4 ad variations, and check back on them after a few weeks to see how they’re doing.

3. Not Utilizing the Search Terms Report

Look, there’s a lot of legwork that goes into making a successful Google Ads campaign. And that means keeping constantly engaged with your campaign’s metrics.

So use your search terms report to your advantage. The report will inform you as to which keywords are performing the best, and which might be netting too broadly. Tweak your search terms accordingly to boost your ad performance.

4. Not Using Extensions

Don’t overlook the many options for extensions.

These are features that direct customers to take more specific actions on your site—which means a greater potential for an actual purchase. Ad extensions are a great way to weed out costly volume and focus strictly on actual conversions.

5. Ignoring Your Campaign

This is just a rookie mistake.

Yes, a Google Ads campaign can largely run itself. But if you want it to make money for you, then you’ll need to give it some serious attention.

Check on your campaign frequently, study the reports, and look for any red flags. This will help you avoid unwanted costs, and attract the right kind of traffic.

Avoid These Google Ads Mistakes and Boost Your Sales

Internet marketing shouldn’t be too daunting. But if you sidestep these common Google Ads mistakes, you can ensure your marketing campaign actually works for you.

If you need more advice about online advertising, please contact us today. We’ll be glad to give you a hand!

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