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People always look to get more from their marketing efforts. If you have not been using Google Ads till now to your landing pages, then you are doing a disservice to yourself. So most of us like you, me and everyone use and are using Google-Ads as we all know that “Google is the king”.

Optimizing Ads is highly effective and helpful. There are a number of tricks and tips to optimize your campaigns. When high-conversion Google Ads are set up, clicks get translated into customers and leads resulting in a highly successful campaign. This can happen only when we avoid committing mistakes. Here are the top 10 Ads mistakes that are committed most frequently. Try to avoid them when you are setting up an Ads campaign.

1. Keyword Research and Match Types:

One deadliest and common mistake you can perform while setting up an Ads campaign is that not performing thorough keyword research. A campaign can either die or live because of keywords. Never select keywords based on what you search or what you believe people are searching for. It is crucial to use keyword tools to find the right and relevant keywords that suit your ad and business. So the basic step is to execute in-depth keyword research and then select relevant, high-volume keywords that can drive not only clicks but also conversions.

Run the campaign and you will notice an inconsistency in the CTR (Click through Rate) and conversions. Do you know why it happens? Yes, it is because of broad-match. Your
ad pops up even if the search query is mildly related to your target keyword. In addition to keyword research, it is important to select the right match type for your keywords.

Unless you change the keyword match type, all the keywords would be set up to broad match by default. To run an effective campaign, Keyword match types serve as a foundation key. Exact match type serves best compared to other match types.

To know more about keyword match types, click here.

In few instances, broad match can be beneficial, but the more specific you be with your target keywords, the cheaper and higher your CPC can be because your ad pops up only for the most relevant keywords. The higher you’re CPC, the higher your conversion rate.

Tip: Be highly strategic about match type and keyword selection.

2. Absence of Negative Keywords

Every campaign gets irrelevant keywords even after adding an appropriate match type. Hence, for tighter control on the campaign, add negative keywords. Negative keywords literally mean “Hey Google, please don’t show my ad copy to these keywords!”

You may get a doubt that all publicity is good. But it is not. Let me simplify this concept for you. For example, let us assume that you are selling business insurance and your ad appears to a person who typed “business insurance scams.” Is it cool? No, right. Let me take one more example. There is one more person who is looking for “free typing jobs” and he/she is landed to your ad that requests them to pay for the job. Do you think that the person would choose for a paid program and click your ad? No right, because they were not looking for paid ones, they were, in fact, looking for the free ones.

So, by clubbing the above two examples, it means that certain keywords are harmful and useless in fact. By including negative keywords, you are excluding the keywords that don’t suit either your product or business. Maintaining the same conversion volume and brand visibility, Adapt Partners reduced the ad spent of their client by 40% by aggressively optimizing the negative keywords.

Start with a minimum of 50-100 negative keywords and keep refining the list based on the actual search term data of your campaign. Adding negative keywords can spare your budget and eliminate unqualified leads.

Tip: Irrespective of what your industry or niche is, include keywords like a torrent, youtube, olx, and other cheap Keywords in the negative keyword list.

Irrespective of what your industry or niche is, include the keywords like a torrent, youtube, olx, and other cheap Keywords in the negative keyword list.

3. Not Using Extensions

Are you not having extensions that are optimized? It is a bad practice to have Ads accounts that have disapproved and missing ad extensions. This Ads mistake has to be avoided.

It is easy to write an ad copy and then adjust your campaign settings for the best ROI. Later enhance your ad using ad extensions. Ad extensions are super advantageous to your ads. Adding extra pieces of information to your ad through ad extensions gives more appropriate reasons for customers to click your ad.

Appropriate ad extensions are proven to be highly effective at increasing the CTR, increasing the overall ad rank, and at minimizing the average CPC as well. They, in fact, give multiple opportunities to create a call to action, thereby motivating the users to visit your site. Understanding what is effective and what model works helps in writing an enthralling ad copy with rich snippets. The more real-estate your ad takes up, the higher will be your CTRs. Make sure to use the right ad extensions as the wrong ones can scare your visitors away.

Tip: Look at the extensions tab from time to time. See which extensions convert better, and then pause the ones that don’t convert and replace them with the better ones.

To know more about Ad extensions, click here.  

4. Not Testing Bid strategies.

Since we don’t have one-size-fits-for-all bidding option, we have to test different bidding strategies to find the correct one that suits our business. Right bid strategy enables you to get the maximum clicks at the best possible price.

Click here to know about bid strategies.

5. Ignoring Regional Trends

There are two types of advertisers. One, who focus on a very small area and the second one who focus on national or even international level.

If your product/ business offers only local services, then you can target your area alone. But if that is not the case with your business, then you can focus on a larger geographical area. The biggest advantage of this approach is that, once you get some data to work with, based on the ad performance, you can start handling your campaign.

For example, you can cut down your budget for the cities that have fewer conversions and boost the budget for cities that have high conversions.

Tip: Test your campaign with different geographical locations so as to know the ways to get the most cost-effective leads and sales.

6. Treating All The Gadgets The Same.

When it comes to performance across devices, it varies from mobile, tablets and computers and hence, it is important to optimize your landing pages according to the device.

If you are running a campaign that targets computer and tablet users alone, then you can decrease bids in mobile by 100% which completely turns of the ads in the mobile.

If you want to run the campaign only on mobile devices, then there is no way to eliminate the bids for computers and tablets. The only solution right now for a mobile-targeted campaign is to reduce the bids for tablets and desktops and increase the bids for mobiles by 300%.

Tip: If tablets are eating your budget without any productivity, then reduce your budget on tablets. If mobiles yield high productivity, then increase your budget on mobiles.

7. Not Testing And Experimenting

Experimenting is one exceptional feature of Google Ads that most of the advertisers are not using. With A/B testing, advertisers can find a better working variable.

For example, create two identical landing pages with slight variations and compare their effectiveness in terms of conversion. Use the most effective campaign and based on the results, refine your digital advertising efforts. This testing can be done with different keyword match types, keywords, ad copies, and many more. You can, in fact, decide on how much traffic you want to drive to each experiment which limits the risks and increases productivity.

Once sufficient data is collected, you can weed out the low performing ads. Give experiments a try and you will thank your experiments for its effectiveness and its results.

8. Not Bidding On Your Own Brand

When you are rolling out a new digital campaign for your brand, allocate a small percentage of your total budget to your own brand.  Since your brand is you, hence use every available opportunity and tool to protect your brand. For example, Coca-Cola is the top brand on Facebook, because they promote their brand using every available opportunity

Branding supports your presence by owning the top paid and organic search spots and thus increases the customer turnover rate. Your competitors may buy your brand term and start to rank above you. Compared to generic keywords, bidding on branded keywords is also less expensive. During the buying process, searches can shift to brand words after you position your brand. Hence, to serve all these reasons, it is important to secure your place with a brand keyword campaign even before your competition gets in on the game.

Aim for the top position when you are trying to bid on your brand name. Targeted visitors searching for your brand convert extremely well.

9. Analyze! Analyze! Analyze!

It is impossible to determine what’s wrong by looking at a poorly performing campaign. You need to dig deeper to analyze the aggregate campaign data.

For a search campaign, search term reports
gives you a visual into the actual search queries that trigger your ads, thereby giving you an insight into the gaps between your keywords and actual search queries. Thus it allows you to track and cut down costly, irrelevant traffic. Observing the search pattern traffic, eliminating irrelevant keywords and including the keywords that people are using to find our product/business are effective ways to improve the efficiency of a search campaign.

Similarly to increase the productivity for a display network, digging deeper means analyzing and optimizing the individual placements (websites) wherein the ads are placed. The more the relevancy, the cheaper will be your CPC/CPM.

For more details on how to optimize the campaigns click here.

10. Autoresponder

Responding to your visitors manually is a difficult task. Hence, to overcome this and to build a relationship with your customers who convert, creating autoresponders offers more value. Autoresponders thanks your visitors, sends them product coupons for their next purchase, includes product recommendations and does whatever you ask it to do.

Using autoresponders, provide value and engagement to your customers. Engage your customers in such a way that they keep interacting with your business after the initial conversation.

11. Not Knowing Your Customer Life Time Value (CLV)

CLV is the total revenue a customer is expected to generate over their lifetime engagement. CLV is a key factor in determining the value of a customer. If you don’t know your customer lifetime value, then you are wasting your money and time. Based on a study by David Skok, the
biggest reason why startups die is that their Customer Acquisition Cost (CAC) is very high compared to the CLV.

For example, let us assume that you have spent $270 to acquire a customer. Now, to make a profit of $270 dollars or more from that customer in less than one year, you should have a strategic funnel.

When you are aware of your CLV, you can adjust your campaigns so that they drive the right prospects and customers to your landing page.

To know more about your CLV, click here.

More Tips:

  1. Never forget to optimize for remarketing campaigns, as this is one strategy which is proven to be highly effective in recent times.
  2. When setting up search network campaigns, uncheck the options display network and Google search partners.
  3. Focus on improving your quality score as a high-quality score means a better ad rank and less investment cost.
  4. Design landing pages that are highly relevant to your ad copy. Never confuse your customers.
  5. Apart from testing only with the minor elements, focus on changing the major elements and test.
  6. Use high-intent keywords/long-tail keywords in your ad copy to avoid pointless clicks that won’t drive conversions.
  7. If you don’t have a proper goal set up for your business, your results will never live up to your expectations and your work can get paralyzed.


There are many more, but these mistakes are the most common ones which can kill your campaign and I think this list serves as your DONT’s checklist while setting up an effective campaign. With time, patience, and consistent efforts, you can run productive campaigns that not only drive potential customers but also reduce the Cost Per Acquisition (CPA) value. Not doing the work and sitting on accounts is the biggest problem for new users who are using Ads. The ultimate way to determine what works best for each particular situation can be determined by testing, testing, testing.


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