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6 Biggest Google Ads Mistakes You Could Be Making (And How to Fix Them)
Google Ads can be a powerful tool for driving traffic to your website and generating leads. But, like any powerful tool, it can also be misused. If you're not seeing the results you expect from your Google Ads campaigns, you could be making some common mistakes. At Click Creative, we've seen it all. We've helped businesses of all sizes optimise their ad spend and achieve real ROI. So, we're sharing our insights on the six biggest Google Ads mistakes we see businesses making, and, more importantly, how to fix them.
1. Targeting Too Broadly (Or Too Narrowly)
Finding the right audience is crucial for any successful advertising campaign. Targeting too broadly means your ads are being shown to people who are unlikely to be interested in your products or services, wasting your budget. Imagine selling high-end bikes and targeting everyone in Australia – a significant portion of that audience won't be interested in cycling, let alone premium bikes.
On the other hand, targeting too narrowly can also be a problem. If your targeting is too specific, you might miss out on potential customers. For instance, focusing solely on keywords related to "carbon fibre bikes" might exclude people searching for "lightweight bikes" who could also be potential buyers.
The Fix: Effective targeting requires a balanced approach. Start by defining your ideal customer. What are their demographics? What are their interests? What are their online behaviours? Use a combination of keyword research, demographic targeting, and audience targeting (like affinity audiences and in-market audiences) to reach the right people. Regularly review and refine your targeting based on performance data. Don't be afraid to experiment and test different targeting options.
2. Neglecting Keyword Research
Keywords are the foundation of your Google Ads campaigns. Choosing the wrong keywords can lead to your ads being shown to the wrong people, or not being shown at all. Many businesses make the mistake of simply guessing keywords, rather than conducting thorough research.
The Fix: Invest time in keyword research. Use tools like Google Keyword Planner, Ahrefs, or SEMrush to identify relevant keywords that your target audience is searching for. Consider both short-tail keywords (e.g., "mountain bike") and long-tail keywords (e.g., "best carbon fibre mountain bike for trail riding"). Look at search volume, competition, and relevance. Don't forget to use negative keywords to exclude irrelevant searches and improve the quality of your traffic. For example, if you sell new bikes, add "used" as a negative keyword.
3. Poorly Written Ad Copy
Your ad copy is your first chance to make an impression on potential customers. If your ad copy is boring, confusing, or irrelevant, people are unlikely to click on it. Many businesses make the mistake of writing generic ad copy that doesn't stand out from the competition.
The Fix: Write compelling ad copy that highlights the unique benefits of your products or services. Use strong calls to action. Keep your ad copy concise and easy to read. A/B test different ad variations to see which performs best. Use ad extensions to provide additional information and improve your ad's visibility. Consider using features like location extensions or sitelink extensions to enhance your ad's presence.
4. Ignoring Landing Page Optimisation
Driving traffic to your website is only half the battle. If your landing page isn't optimised for conversions, you're wasting your ad spend. A poorly designed landing page can lead to high bounce rates and low conversion rates.
The Fix: Ensure your landing page is relevant to your ad copy. Make it easy for visitors to find the information they're looking for. Use clear calls to action. Optimise your landing page for mobile devices. Test different landing page variations to see which performs best. A well-designed landing page should be user-friendly, visually appealing, and focused on converting visitors into customers.
5. Not Tracking Conversions
If you're not tracking conversions, you don't know whether your Google Ads campaigns are actually working. Many businesses make the mistake of running campaigns without setting up conversion tracking.
The Fix: Set up conversion tracking in Google Ads. This will allow you to see which keywords, ads, and campaigns are driving the most conversions. Use this data to optimise your campaigns and improve your ROI. Tracking conversions can be as simple as tracking form submissions or purchases.
6. Setting It and Forgetting It
Google Ads is not a "set it and forget it" platform. It requires ongoing monitoring and optimisation. Many businesses make the mistake of setting up their campaigns and then neglecting them.
The Fix: Regularly monitor your campaigns. Check your keyword performance, ad copy performance, and conversion rates. Make adjustments to your targeting, keywords, and ad copy as needed. Stay up-to-date with the latest Google Ads features and best practices. Consider working with a Google Ads specialist who can help you manage and optimise your campaigns.
Ready to take your Google Ads campaigns to the next level? Contact our Click Creative digital agency Melbourne team today for a free consultation. We can help you identify any areas for improvement and develop a strategy to achieve your advertising goals. Let us help you make the most of your ad spend and drive real results for your business.
