6 Mistakes to Avoid When Managing A Google Ads Account

6 Mistakes to Avoid When Managing A Google Ads Account

Google Ads can be a powerful marketing tool that allows you to generate cost-effective quality leads and sales for your business. This is thanks, in part, to the many features and settings available in the tool that help you get your ads in the front of the right people at the right time.

Yet with all these options within the account, mistakes can happen. If these go undetected, they can be quite costly. By learning how to identify these common mistakes, you can avoid them and work towards your goals in a productive and cost-effective fashion.

Search and Display Network Campaign Settings

When creating a new search campaign, you can create ads to appear in Google search and other Google sites on the search network, on the display network (banners on videos, websites and apps across the internet), or both.

For search campaigns where the sole focus is lead generation, you should only choose the search network. Choosing both search and display Google will attempt to place your ads on relevant sites but not to those searching your keywords. It is also important to remember that the conversion rate for clicks from the display network is quite low. This can drive up the Cost Per Acquisition (CPA) while little to no measurable benefit.

Choose the appropriate network for your campaign to keep costs down and get relevant traffic that will actually convert.



Too Many Keywords

Having a large number of keywords within your Google ads accounts may give the impression that you will capture a lot more traffic and increase the potential of acquiring more conversions or leads. This isn’t always the case as many long-tail keywords often trigger few impressions and clicks and high volumes of traffic on broader keywords doesn’t necessarily mean high quality of traffic. Aiming to become more granular with your keywords and using between 3 and 5 relevant terms within tightly themed ad groups will allow you to appear in front of the right audience, with the most relevant ads, keeping the cost low and manageable. 

When managing the keywords in your account you need to consider your daily budget. If you have a daily budget of $50 and you have 20 keywords with a CPC of 2$ in one ad group, you run the risk of reaching your budget very quickly. As you approach your budget limit, Google will show your ads less frequently and when you reach your budget limit, Google ads will automatically stop showing your ads. This can mean your ads aren’t showing at peak times during the day and can stop potential customers from seeing your ads at all.



Not Bidding on Brand Keywords

Bidding on your company’s brand terms can help improve the overall health of your Ads account (as they naturally generate positive quality and engagement signals), but can also help protect your brand’s visibility in Google’s search results. Bidding on a competitor’s brand keywords can be a go-to tactic for many Google Ads advertisers, so make sure your competitors aren’t stealing your traffic away by advertising on your own brand keywords first. Cost Per Click for your own brand keywords are generally pretty low.

There are many other benefits to bidding on your brand keywords, one of which is being able to choose the destination a user will reach following a click. It is likely a brand search term in the organic listing will direct traffic to your homepage, whereas on Google ads, you can direct them to a specific landing page. 

Disregarding Negative Keywords

It’s easy to forget about negative keywords until your ad costs and cost per conversion skyrocket due to irrelevant search terms. Negative keywords are simply, a word or phrase that is not associated with your services, products, and brand but can trigger an ad. For example, if you are a personal injury lawyer can you bid on that as a broad match keyword, but then your ads may be triggered for terms like ‘criminal lawyer’ and ‘corporate lawyer’.

Along with keyword research, it’s important to regularly review your search term reports and add all irrelevant and unnecessary terms as a negative to allow your ads to only appear for terms that make send, while also keeping the cost reasonable. 

Consider adding a general negative keyword list containing all broad match terms that you definitely don’t want to appear for, like x rated content.

Not Testing Bid Strategies

There are many bid strategies available to be used and it can be a daunting task to figure out which one to use and when to use them. It is crucial that you test out strategies to find which one best matches your needs. You can choose a manual strategy so you can have more control over CPC and spend, or you can aim for an automatic strategy where Google will find the most clicks or conversions at the best possible price. 

Just remember that with Google Ads bid strategy there is no one size fits all so continue to test and find which one will help you get the best return on ad spend possible.

Not Adding Ad Extensions

Extensions are a great way to add extra information to your ads and take up more space in the search results to capture more attention from potential customers. There are a variety of Google Ad Extensions to choose from and you can even add multiple, from displaying your businesses location, site links, phone numbers and so much more. 

These can be an effective way to increase CTR. Adding extensions is very important and can provide great results to all businesses looking to grow. Along with SEO and inbound marketing, it is crucial to use your paid marketing campaigns to help bolster your lead generation efforts.

Hopefully, this post has helped clear up any queries you had about which PPC mistakes to avoid. If you still have questions or would like to find out more information on any of our services, contact us today. 




Cian is the Paid Marketing Associate at Dotdynamic and has been working in the industry for two years. Graduating from Maynooth University with a Bachelors’s degree in Digital Media, Cian is interested in all forms of online media and marketing. As the Paid Marketing Associate, Cian is focused on giving clients the best return on investment possible through all paid marketing platforms through creative writing, keyword research, and actively researching new ways to optimize and grow client portals. Outside of work Cian can be found watching sports and playing 5-a-side football.