As a marketing agency specializing in Google Ads, we’ve audited countless accounts in 2023.
We’ve noticed patterns in the errors businesses make, ranging from small startups to established e-commerce platforms.
In this article, we’re shedding light on the top 5 mistakes we’ve encountered so you can avoid these common pitfalls.
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1. Misaligned campaign goals
One of the most common errors is optimizing campaigns around the wrong conversion or account-setting goals. It’s crucial to align your campaign’s objectives with your business’s broader goals.
For example, if your goal is lead generation, ensure your conversions are set to track form submissions or calls, not just page views. Whether it’s lead generation, sales, or brand awareness, ensuring your Google Ads settings reflect these aims is vital for effective advertising.
2. Overcomplicated campaign structures
An overly complex structure can be your downfall. Another frequent issue is an overly complex campaign structure with too many ad groups. This can lead to disorganization and dilute the focus of your ads.
This not only improves relevance but also makes it easier to analyze performance data.
Tip: Use one ad group per campaign with up to 5 assets.
3. Inappropriate audience mixing
Mixing remarketing and top-of-the-funnel audiences in the same campaign is a strategic misstep. These audiences have different levels of awareness and intent, requiring tailored messaging and approaches. Segmenting these audiences into separate campaigns can significantly boost the effectiveness of your ads.
4. Showing your ads on the wrong placements
One of the subtler yet impactful mistakes in Google Ads is displaying your ads on inappropriate placements. The right ad placement is crucial for reaching your target audience effectively. When ads appear in irrelevant or low-quality locations, it not only wastes your budget but also dilutes your brand’s message.
Like it is in this example – you can see the difference in performance between in-feed placement and other display sites and mobile apps.
The key is understanding where your audience spends their time and what kind of content resonates with them. For instance, if you’re targeting professionals, placing ads on business-related websites or platforms might be more effective than general news sites.
Tip: Apply these two exclusion codes as a default setting for your video campaigns. This will help you avoid unnecessary junk traffic from the get-go and save some bucks:
mobileappcategory::69500
googleadsense_without_youtube.com
5. Inefficient bid-to-budget ratios
Lastly, maintaining a balanced bid-to-budget ratio is essential for campaign success. An imbalance can lead to missed opportunities or overspending. Regular monitoring and adjustments based on performance data can help in optimizing your ad spend.
Follow this rule – you need to spend at least 5x your tCPA per testing variable before making decisions on further steps. Google is recommending 10x tCPA per day. This will minimize decisions based on random luck or lack of it and get you closer to statistical significance.
Tip: Utilize smart bidding strategies whenever possible. We often recommend Target CPA (tCPA) bidding, as it allows for more efficient use of your budget by focusing on conversions at a specified cost. However, it’s crucial to adjust your strategy if your campaigns are struggling. Sometimes, a switch to maximize conversion bidding strategy or another automated strategy like Target ROAS can offer better control and results, especially in fluctuating market conditions or niche segments.
Avoiding these common mistakes is not just about improving campaign performance; it’s about laying a solid foundation for your success in digital advertising. Understanding and implementing these principles will help ensure that your Google Ads campaigns are not only effective but also aligned with your business objectives. Remember, success in digital advertising requires a strategic approach, and these key points serve as the cornerstone of that strategy.
If you’re looking for expert guidance to build a robust foundation for your Google Ads campaigns or need a professional audit to uncover areas of improvement, don’t hesitate to reach out to us. Our team of experienced marketing professionals is dedicated to helping you achieve optimal results and drive your business forward.
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Mirna Peric, Lead Media Buyer
Mirna is a top-notch Media Buyer with years of experience and millions of dollars in revenue-generating ad spend to prove it. Her insatiable curiosity combined with a strategic mindset helps her stay ahead of the game when scaling our clients' offers.
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