Google Ads: Common Traps You Want to Avoid

Google Ads is an important part of content marketing. Like with any content marketing tool, Google Ads’ goal is to reach your specific customers, bypassing any third-party media, and providing relevant content for them.

Google Ads is an effective and accessible way to advertise online. The problem is that people who occasionally use this resource seldom get the results they want and end up paying for poor results or even for nothing.

If you want to make the most out of Google Ads, avoid the following mistakes, while also following our PPC marketing strategies for 2022, which you can find here:

Not thinking about content optimization

Before thinking of an Ads campaign you should not underestimate the Google Ads content optimization. Google’s content network is completely different from the search network and to get good results from it you need a particular content optimization approach. The most appropriate decision would be to let the content optimization in the hands of your Ads account representative who could give you professional advice.

Wrong or missing phrases/keywords

Many people who start using Google Ads forget to use phrases or keywords in the title or description of the advertorial. Yes, it is important that your website content writer creates accurate copy that sells the product, but you will not get any prospects unless you connect the client search through Google Ad by using key phrases.

Another mistake is to exaggerate using keywords and creating a huge list of undefined and obscure words.

Be careful when using keywords that are too general, because they will be more expensive than specific precise words.

Paying too high tariffs for your PPC offer (Pay Per Click)

Another common mistake among Google Ads users is to pay too much for the PPC keywords/key phrases that they are looking for. If you set the PPC rates too high, you will end up auctioning against companies that most likely have huge advertising budgets. Even if you win the battle for 1-3 top positions on display, you will pay more than your company can afford.

Wrong established destination

When creating a Google Ad, you have the opportunity to put in the URL in the description. When someone is accessing your advertorial where does that page send the link to? Many persons choose the company’s Homepage, which seems like a good idea until you realize that in this culture where everyone is in a hurry, people are not interested to look up information on your site to find what they are looking for.

If you’re selling colored customized laptops for each client, your Google Ad for Apple personalized laptops should send the customers directly to the page that presents the opportunities and acquisition methods.

If you created different advertorials for your products and services, why would you direct all of them to your homepage?

Paying tariffs that are too small for your PPC offer

Just as you can pay too much for the PPC offer, you can also not pay enough. While paying large amounts can put you in conflict with larger companies, paying tariffs that are too small can place your Ad towards the second Google search page. If your ad ends up on the second page, you have basically worked for nothing: most of the people don’t look any further from the first page.

Conceiving a poor ad

Most people don’t make the necessary effort to establish the message they want to communicate and the best alternative to render it. If you’re not good with words, then find a professional website content writer who can do that for you. A badly-conceived ad won’t bring any benefit to you.

Selecting the wrong geographical region

If you are a huge company like Coca-Cola, then you can probably afford to use Google Ads throughout the entire Internet. But even in that case, they choose the advertorials that appear depending on the region they are accessed from.

One of the most serious mistakes is choosing the wrong region. This means that while you are trying to attract consumers from Andover (U.K.) for instance, your advertorial appears in Adover (USA) and you will pay an extra price because of the fierce competition in that area for some words that in your own area might cost almost nothing.

Learning nothing from statistics

When you create an Ad Campaign through Google Ads, you receive a series of statistics from Google that will help you optimize your online strategy. If you are not using this information then you are not taking advantage of the opportunities offered in order to get feedback and traffic for your site.

Linguistics-related challenges

Just as you can select the region you want your ad to appear in, you can choose the language in which the ad will be displayed. Don’t waste your time by optimizing the ad for other languages than the ones you use in business.