Today we are back with some more insider tips to help local businesses navigate the world of pay-per-click (PPC) advertising. Google Ads is a powerful tool for local service-based businesses. However, if not properly utilized, it can lead to wasted money and missed opportunities. 

Today, we’re going to discuss five common Google Ads mistakes and how to avoid them.

1. The Slippery Slope of Google Partner Sites

Firstly, let’s talk about Google Partner Sites. These sites can extend your advertising reach, but they can also eat into your budget with little return. Google Ads campaigns automatically opt you into advertising on both Google’s search results and its partner sites. However, these partner sites pretty much never provide the quality of traffic you need.

To avoid this pitfall, I suggest opting out of partner sites and focus your budget on Google Search ads. This way, your ads will appear directly on Google search results, where users are actively searching for the services you offer. Remember, it’s not just about reaching more people; it’s about reaching the right people.

2. Keyword Chaos: The Danger of Disorganization

Next on our list is keyword organization. All too often, businesses lump all their keywords into one big campaign. This approach is akin to throwing everything into a pot and hoping for a gourmet meal. It usually leads to underperforming campaigns and poor ad relevance.

The trick here is to organize your keywords into tightly themed ad groups within each campaign. By doing this, you can write highly relevant ads for each ad group, improving your Quality Score and reducing your cost per click.

3. Match Type Missteps: The Art of Keyword Matching

Our third common mistake involves keyword match types. Broad match keywords may seem like a great way to capture more traffic, but they can often attract irrelevant searches. On the other hand, exact match keywords can be too restrictive, potentially missing out on valuable traffic.

The solution is a balanced approach. Use the broad match modifier or phrase match keywords to capture a range of relevant searches. And always review your search terms report to see exactly what people searched for when they clicked on your ads. This way, you can add irrelevant terms as negative keywords and keep refining your targeting. if you don’t, a lot of your budget will get eaten up with useless clicks.

4. They Neglect of Negative Keywords

The fourth mistake is overlooking the power of negative keywords. It’s a common misconception that more traffic always equals better results. However, attracting irrelevant traffic through broad match keywords not only wastes your budget but also skews your data.

This is where negative keywords come into play. These are the terms for which you do not want your ads to appear. Regularly updating your negative keywords list helps keep your traffic relevant, improves your click-through rate (CTR), and most importantly, saves your precious advertising dollars. This is always a major focus for us here at Loveland Web Design because it can make a huge difference in perfecting your ads. 

5. Bypassing the Power of Ad Extensions

Finally, let’s talk about ad extensions. These are extra snippets of information you can add to your ad, like additional links, phone numbers, or business locations. Sadly, many businesses do not leverage this powerful feature, missing out on an opportunity to make their ads more clickable and informative.

Using ad extensions can significantly improve your ad’s visibility and CTR. They also provide additional ways for potential customers to interact with your ad. For instance, call extensions allow users to call your business directly from the ad, making it easier for them to reach you.

Google Ads is a potent tool, but like any tool, it requires skill and understanding to wield effectively.

Falling into these common traps can result in wasted ad spend and missed opportunities. But by understanding these pitfalls and applying these solutions, you can make your PPC campaigns more effective and efficient.

By avoiding these common Google Ads mistakes, you can substantially improve the performance of your PPC campaigns. However, managing Google Ads can be complex and time-consuming. That’s where we come in!

At Loveland Web Design, our expert Google Ads management services ensure your campaigns are optimized, relevant, and successful. Are you ready to elevate your Google Ads game? Let’s talk today.