Top Mistakes to Avoid When Running Google Ads

Are you unimpressed by your Google ad results?

I hate to be the bearer of bad news, but Google Ads take time, elbow grease, and a sound strategy to work effectively.

Not sure where to start? In this blog post, I’ll go over the common mistakes people make when running Google Ads, and how you can boost your performance by making some simple tweaks.

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The Importance of (Effective) Google Ads

You know what they say, if you’re going to do it, do it right. Google Ads can be a game-changer for businesses and their marketing efforts only if they’re done correctly.

When done right, they can increase visibility, drive traffic, and convert users into customers. 

When done wrong, they can drain your budget with little to no return.

Let’s go over some of the most common Google ad mistakes and how you can avoid them.

Mistake #1: You Ignore Keyword Match Types

You’re aware of the different keyword types if you’re running Google Ads. But it’s hard to know what each of them means, and when to use one. Here’s a little guide:

Broad Match

No symbol is associated with this match type. Broad match allows your ads to show up for searches that include:

• Synonyms
• Related searches
• Relevant variations

Using broad match can capture more search term variations, and can help you discover new opportunities. 

But, they can also make your ads show up for irrelevant searches if they aren’t managed properly.

Phrase Match “ “

Phrase match triggers your ads when users search for the exact phrase or close variations of your keywords. This option gives you more control than broad match while still allowing some flexibility.

Exact Match [ ]

Exact match means your ads will only show when users type in your exact phrase or close variations of your keywords. This match type is ideal when you want to target very specific searches.

Google makes using broad match keywords a little too easy. It’s the default match type and it typically gets overused.

The best way you can get the most out of your keywords is to be strategic when picking your match type. Mix them up, and use various match types to curate the best results.

Mistake #2: You Don’t Use Enough Negative Keywords

Negative keywords are something you can add to any Google campaign that tells Google to avoid showing up for any search keywords related to that keyword or phrase.

Let’s say I’m running an ad for an ice cream shop that only sells ice cream. I would want to add negative keywords for any search queries that aren’t related to my product, brand or store.

Some examples of these negative keywords could be:

• Smoothies
• Cake
• Cupcakes
• Cookies

OR anything I’m noticing that users are searching for that doesn’t align with our product and brand.

My best advice is to look through your search terms frequently and remove any bad apples you come across. By doing so, your ad will only show up for exactly what you want it to.

Mistake #3: You Have Poor Ad Copy and Lack of A/B Testing

Ad copy is one of the most critical factors in getting users to click on your ad. Without compelling, action-driven copy, even the best keywords won’t yield results.

Running untested or ineffective ads with weak CTAs or unclear messaging is enough to ruin your entire ad. 

My advice? Write compelling ad copy and A/B test. This sounds easier than it is, but it really is the recipe for success.

If you don’t know what’s compelling, look at it through the lens of the user. What would catch your attention? What questions does the copy answer?

A/B testing is testing two different strategies and comparing performance. This saves time and money by running two strategies at once and going with the top performer after letting them both run.

Mistake #4: You Forget to Monitor Campaign Performance Regularly

This is a silent killer when it comes to Google Ads. Lots of users are too familiar with the ole “set and forget”, meaning they run a campaign, forget about it, and miss out on all of the opportunities that early performance brings. 

Take some time out of your day to monitor performance, and pull any levers necessary to get the results you want. I promise it’s worth it!

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Well, I hope you have a better idea of what you can look for in your Google ad accounts. Now go get those great results🫡

Don’t feel like running your own Google Ads? Reach out to our team of digital marketing strategists, we’ll get you right!