Google Ads: The Most Common Mistakes and How to Avoid Them

Google Ads is one of the most powerful tools for driving traffic, leads, and sales.

However, even the most experienced marketers can make mistakes that cost performance and money.

In this blog post, we will analyze the most common mistakes and how you can avoid them.

1. Incorrect Audience Targeting

One of the most common mistakes is general targeting.

If your audience is too broad, you are wasting budget without any meaningful results.

How to avoid it:

Use keywords that more specifically describe the product or service (long-tail keywords).

What are Long-Tail Keywords?

Long-tail keywords are keywords or phrases that are more specific and usually longer than general keywords (short-tail keywords). Rather than targeting broad topics, they focus on specific user needs or questions.

Characteristics of Long-Tail Keywords

They more accurately describe the product, service, or content that users are looking for.

Example:

Short-tail: "shoes"

Long-tail: "white running shoes"

Less Competition: They usually have less competition than general keywords, making them easier to rank high in search engines.

Higher Conversion Rate: Users who search for something specific are often closer to completing a purchase or other action.

Lower Search Volume: They don't attract a huge number of searches, but they target a much more relevant audience.

Long-Tail Keyword Examples

Short-Tail Keyword	Long-Tail Keyword
"vacation"	"cheap summer holidays in Crete"
"laptop"	"the best laptops under 800€ for gaming"
"lighting fixtures"	"modern floor lamps for living room"

Why They're Important for SEO and PPC Campaigns

• Optimize for the Right Audience: You can target specific users who know what they want.

• Lower Cost in Google Ads: Long-tail keywords usually have a lower CPC (Cost-Per-Click), because the competition is lower.

• Increase Sales: Users who are searching for something specific have a higher chance of converting into customers.

How to Find Long-Tail Keywords

Google Suggest: Type a general keyword into Google and see the suggestions that appear.

Research Tools: Use tools like Google Keyword Planner, Ahrefs, SEMrush, or Answer the Public.

Search Reports: Analyze reports in Google Ads or Google Analytics to see exactly what users are searching for.

Example of Use in an Advertising Campaign

If you have an e-shop that sells sneakers:

Instead of "shoes," you can use "white Nike Air sneakers for women."

This phrase has a higher chance of leading to a sale, as it targets specific users who are more ready to buy and are looking for something specific.

Conclusion:

Long-tail keywords are one of the most effective tools to attract the right audience, reduce advertising costs, and increase conversions. Invest in them to strengthen your SEO and digital marketing strategy!

Set demographic criteria such as age, gender, and location.

Create custom audiences based on visits to your site or previous interactions.

2. Incorrect Use of Keywords

Choosing keywords that are too general or irrelevant can increase costs without delivering results.

How to avoid it:

Add negative keywords to eliminate irrelevant clicks.

Regularly analyze your search terms report to see which words are working.

Invest in high-intent keywords, such as "buy", "price", or "compare".

3. Ignoring the Connection to the Landing Page

If your landing page doesn't match the ad, the user will likely leave, increasing your cost per conversion (CPA).

How to avoid it:

Make sure your landing page matches the ad's message.

Optimize the page for fast loading and a mobile-first experience.

Use calls-to-action (CTAs) that guide the user.

4. Ignoring Conversion Tracking

Many marketers forget to enable conversion tracking, missing out on valuable information about ad performance.

How to avoid it:

Set up Google Ads Conversion Tracking correctly or connect it to Google Analytics.

Check conversions in real time to improve your campaigns.

Define what is considered a conversion: e.g. form completion, purchase, or signup.

5. Not Utilizing Ad Extensions

Ad extensions (sitelinks, callouts, call extensions) increase the overall visibility of the ad and its performance.

How to avoid it:

Add sitelinks to direct users to specific pages on your site.

Use call extensions to allow direct calls.

Add promotion extensions to display offers.

6. Neglecting the Budget

Exceeding or unevenly distributing the budget can lead to a loss of money.

How to avoid it:

Start with a small budget and increase it gradually, depending on the results.

Divide the budget according to seasonal needs or the most efficient keywords.

Invest more in campaigns that target your bottom-of -the-funnel audience.

7. Lack of A/B Testing

If you don't test different ad variations, you can't optimize performance.

How to avoid it:

Create 2-3 variations of the same ad.

Try different CTAs, headlines, and images.

Analyze the results and adjust your strategy.

8. Ignoring Post-Click Performance

The job doesn't end with the click. You also need to track user behavior after their visit.

How to avoid it:

Use Google Analytics to see if users are completing the actions you want.

Analyze the bounce rate and time spent on the page.

Customize your content to be more engaging.

Conclusion:

The right Google Ads strategy is not an easy task, but by avoiding the above mistakes, you can maximize performance and reduce costs.

If you need help managing your Google Ads campaigns, the DAY ONE Growth Igniters team is here for you!

For any questions or to get started together, contact us!

At DayOne Growth Igniters, we evolve the way our clients grow

and we like to talk about new projects

Book a free introductory & consulting meeting today, and come see how we can create growth for your business from day one.