855.686.4649 ext.707
Pay-Per-Click (PPC) advertising on Google Ads can significantly increase your business visibility and drive targeted traffic, but getting everything set up and tracking success can be a minefield for newcomers. Common Google Ads mistakes, like overlooking keyword nuances or misinterpreting user intent, can sink campaigns. Here we’ll look at 10 critical PPC pitfalls, so you can learn how to optimize spend and boost ROI. Put these tips into practice to give your Google Ads the best opportunity to grow into revenue-generating campaigns.
Common Google Ads Mistakes
1. Ignoring Keyword Match Types
PPC’s broad match has been called by some people in the past, chaotic and random, but added to conversion-based Smart Bidding strategies, it’s like casting a smart net. It can pick up on an array of relationships, via Google’s AI. It analyzes where users are, what’s on their landing pages, their search history, and more. For example, it can match “trail running boots” to a search for “best hiking sneakers for wet trails.”
Ever since 2021, phrase match has been doing the work of the old broad match modifier. It gets triggered by similar searches that can include synonyms or modified words. So, you could have “online deals for top trail runners” pop up when you’re thinking “best running shoes.”
Exact match? It’s for when you want to hone in on an exact intent, like when someone literally means “[trail running boots]”. Segment campaigns with care: exact for core terms, broad for discovery, and phrase for balance, then refine via search term reports.
2. Not Using Negative Keywords
Without negative keywords, you waste budget on non-converting clicks. You could end up having ads show for completely irrelevant searches. Tools like Google’s negative keyword suggestions automate this, adding words you don’t want to be found for, excluding terms that don’t relate to your business.
3. Weak Ad Copy That Doesn’t Match Intent
Flat headlines like “Buy Shoes” don’t motivate people to click, compared to “Discover Waterproof Trail Runners – 20% Off Today!” Test copy via A/B testing: rotate two variations weekly, tracking CTR and conversions.
4. Poor Landing Page Experience
Optimize for relevance: your ads must link to dedicated landing pages featuring clear CTAs. You also need to focus on mobile responsiveness for your website, and load times under three seconds.
Tool recommendation: Use Google PageSpeed Insights to check page speed.
5. Forgetting Conversion Tracking
Launching campaigns without conversion tracking is leaving results to chance. Pixels in Google Ads and Analytics track actions like purchases or sign-ups, revealing true ROI beyond just clicks.
Micro-conversions matter: Set up goals for micro-conversions (video views, form fills), too. They can lead to sales and provide important insights.
6. Setting and Forgetting Campaigns
PPC isn’t “set it and forget it”. Schedule bi-weekly reviews: pause low-ROI keywords, expand winners, and adjust for seasonality. Keep in mind that your competitors aren’t sitting still, and technology keeps changing, too.
You need human oversight: Automation rules in Google Ads help, but human review is important for aligning strategies with business goals, and spotting new opportunities.
Get results from your PPC campaigns! Have the pros at Trek Marketing run them for you. Get your free PPC marketing audit report.
7. Mismanaging Bids and Budgets
Overspending on high-competition terms without ROI justification, or underspending to “test,” starves potential. Automated strategies like Google Ads’ Target CPA Smart Bidding scale better, as it uses AI to optimize for efficiency.
Try these tips: Cap daily budgets per campaign. The system will fund the campaigns performing best that day.
Align bids with lifetime value: Only bid high enough that it matches what that customer is worth long-term.
8. Neglecting Ad Extensions
Ad extensions are free real estate in search results; you need to take advantage of it. Sitelinks direct to subpages, callouts highlight incentives like “Free Shipping,” and structured snippets showcase amenities. Enable all relevant types; they’re auto-applied but customizable. Use these to improve ad rank without extra spend.
9. Ignoring Audience Targeting
Advertising to broad audiences wastes ad dollars on mismatches. Layer demographics (age, income), remarketing (past visitors), and custom audiences (uploaded lists) for precision. Vancouver PPC experts often stress starting narrow, then scaling, to maximize impact without losing effectiveness.
10. Not Testing or Reviewing Performance Regularly
Inaction can ruin PPC campaigns; without A/B testing and data analysis, you’re guessing. Test ad variations, headlines, and even display URLs, then analyze metrics like ROAS (Return on Ad Spend) and impression share. Tools like Google Ads Experiments can help you run controlled trials.
Trek Marketing Manages PPC to Maximize Revenue
If DIY feels overwhelming, PPC management services from Trek Marketing can handle the heavy lifting while you focus on growth. Need to know how to fix Google Ads performance issues? Trek Marketing can provide you with a PPC audit to show where improvements need to be made.
The PPC pros at Trek Marketing can take the stress out of Google Ads to drive more revenue. Contact us (855.686.4649 ext.707) for your free PPC marketing audit.
Frequently Asked Questions
Q: What is the most common beginner mistake when doing PPC for the first time?
A: It’s a common error to not match the ad, landing page, and keywords with specific goals and user intent.
Q: How can I improve my Google Ads ROI?
A: Focus on high-intent keywords. Pay attention to adding negative keywords, and track conversions to prioritize spend.
Q: How often should I review my PPC campaigns?
A: Check weekly for bids and alerts; conduct detailed monthly assessments to catch trends and optimize for consistent performance.
Q: Why aren’t my Google Ads converting?
A: Have you searched for “Why my Google Ads are not converting?” Try A/B testing your ads and using the Google Ads Experiments tool to revise.
Q: Can I manage PPC myself, or should I hire an expert?
A: DIY works for basics, but to avoid Google Ads mistakes, hire professionals. Vancouver PPC experts like Trek Marketing excel in carefully planned strategies.
