Blog: 8 Mistakes to Avoid with Your Google Ads Campaign in 2022

Rigo Guadron / December 30, 2021

Google has dominated the search engine market, maintaining a 92.47 percent market share as of June 2021. Google Ads placed on the Google Display Network reach up to 90% of internet users. (Statista)

Google Ads help businesses reach individuals who search for products and services similar to what they offer. Google Ads are a great way to grow your business, but it is crucial to avoid the following 8 mistakes in order to see desirable results in 2022.

8 Mistakes To Avoid With Google Ads in 2022

1. Not Using The Space You Have Wisely

With Google Ads, you are given very little space to write your desirable text. The copy you choose to use needs to be attention-grabbing, informative and to the point. Always include a call-to-action, which prompts the viewer to perform the desired action. Don’t waste space! Every word counts!

2. Overlooking Audience Targeting Options

Google ads can be quite deceiving when you build a target audience based on specific demographics. Even though a target audience has been set, this does not mean that your ads will only serve this target audience. In fact, your Google ad will be served to all groups and allow you to observe your target audience unless you use Google’s specific audience targeting options. With this feature, you’ll be able to confirm that your Google ads are only pooping up for your desired audience.

3. Make Sure You Are Sending Traffic to the Correct Landing Page

Believe it or not, not all clicks on Google Ads take users to your homepage. In fact, this is where landing pages come in! Google Ads can be quite specific, and the page that is linked to a Google Ad should be relevant to what is being advertised.

Landing pages are specially designed to be the ‘next step’ in the Google Ads sale funnel. Therefore, it is best that you review your current links and ensure that they all make sense and are the best for making the sale and providing more relevant information to the potential customers.

4. Not Using Negative Keywords

What search results do you not want your Google ads to appear. Many new Google Ads users do not even pay attention to negative keywords, but filling them in could significantly impact your overall campaign.

What is a negative keyword?

According to Google, a negative keyword prevents your ad from triggering a particular word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.

For example, when you add “free” as a negative keyword to your campaign or ad group, you tell Google Ads not to show your ad for any search containing the term “free.” On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site’s content.

With Google Ads, you must continue to expand your negative keywords list based on your search term reports, at least every week.

It would help if you started with a standard list of negative keywords that you can find online. Using tools such as SEMrush’s Keyword Planner and other sources such as Ubersuggest, Google suggestions, and SEMrush or Ahrefs (both are paid tools) can help you compile your negative keywords list.

On sites like Techwyse, you can also find a complete list of negative keywords that you can start using ASAP. These keywords will save you tons of money on Google Ads, as they will enable you to attract more qualified leads and discredit searches that are not poised to convert.

5. Diversification is Key – Avoid ONLY Using Google Ads and Expecting Amazing Results.

Google Ads results can be awe-inspiring. However, PPC ads work best when used together with other forms of digital marketing. Another thing to consider is that you cannot expect to have a good ROI and make sales if your website is inadequate.

A poor website will turn any potential consumer away. It is essential to make sure that your website not only looks fantastic but that you’ve also made use of SEO standard practices.

6. Google Ads efforts

Using the Default Network Options.

If you are new to using Google Ads, staying with the default options could seem more straightforward. However, the default option is not always the best option for network options. The default is usually a combination of display network ads and search network ads, but display ads generally perform significantly lower than search network ads. It’s definitely important to keep this in mind when choosing your network options.

7. Not Going to a Google PPC Management Agency When You Need Help

If you don’t have the time or desire needed to learn about how Google Ads work so that you can operate the service most effectively, you may want to save yourself the stress and hand over the reins to a professional PPC agency. A strategist will ensure that your Google Ads campaigns hit the nail on the head, appeal to the right target audience, and bring you the sales and results that you are looking for.

8. Not Testing Bidding Strategies

There are currently ten main bidding strategies in Google Ads to consider, and Google is always working on improvements. Since the best Google Ads strategy for you depends on your budget and goals, you must get familiar with each strategy.

Why choose OrbitWeb for your Google Ads Management?

We are a team of PPC management strategists with years of experience. We know how to get you in front of your audience at the right time, regardless of your budget.

We believe in harmonizing PPC Google Ads Campaigns and your website’s on-page SEO. Our strategies are designed to achieve high conversion rates. In addition, we continuously perform ongoing campaign optimizations to deliver the best ROI.

Whether you are running your first Google Ads Campaign or already using Google ads, our team will get together and see how your campaigns are performing – we will explore what kinds of opportunities there are for improvement. Contact us today!

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