Avoid these common Google Ad Words traps to save money and increase conversions

Do you ever get the feeling that Google is working against you when setting up your Adwords  campaign in 2023? Unfortunately, Google has gamified their ads platform where the main goal is to make more money, even if it’s at the expense of the user. They use enticing language like ‘boost your campaign’ to convince advertisers to make changes that can actually hurt their campaigns. For example, changing all your keywords to broad match may seem like a good idea, but in reality, it can cost you more money and attract the wrong audience. In this article, we’ll show you how to avoid these traps and create effective Google Ads that actually work.

Beware of Broad Match “Boost”

Broad match is a keyword match type that can expand your ad reach, but it can also lead to irrelevant clicks and wasted ad spend. Instead of using broad match, consider using exact or phrase match, which offer more control and precision over your ad targeting. Broad match is like casting a wide net in the ocean – you may catch some fish, but you’ll also end up with a lot of seaweed and other debris.

Choose Location Options Carefully

Location options allow you to target specific geographic locations, but the default option of “Presence or interest” can be too broad and attract irrelevant clicks. Use specific location targeting or exclude certain locations that aren’t relevant to your campaign to avoid wasting your ad spend.

Let’s say you own a small bakery in Long Island and want to advertise your services to locals. You create a Google Ads campaign and target the city of Long Island, assuming that this will reach your target audience. However, if you leave your location options on the default setting of “Presence or interest,” your ad might also be shown to people who are simply interested in Long Island, such as tourists or people planning a future trip. This could result in a lot of irrelevant clicks and wasted ad spend, since these people are unlikely to actually visit your bakery. To avoid this, you should use specific location targeting that focuses on the neighborhoods or zip codes where your potential customers are most likely to live or work. This way, you can ensure that your ads are reaching the right people and that you’re not wasting money on clicks that won’t convert.

Be Wary of Google Ad Consultants

While ad consultation by a Google representative can offer helpful advice and support, their main goal is to make Google more money. Blindly following their recommendations can lead to poor results or wasted ad spend. Instead, we recommend hiring Goodpep for your advertising management needs, as we don’t have a conflict of interest and have over 10 years of experience  growing campaigns for our clients across a multitude of industries.

Use Custom Targeting and Bidding Strategies

When it comes to bidding on keywords in your Google Ads campaigns, auto-bidding strategies like enhanced CPC and maximize conversion strategies can be helpful in some cases. However, they’re not always the best choice for every campaign. In fact, they may sometimes bid more for keywords that you don’t actually want to target, resulting in wasted ad spend and poor campaign performance. That’s why it’s important to use custom bidding strategies that are tailored to your specific goals and audience. 

For example, you can set bid adjustments based on factors like device type, time of day, or location to target specific segments of your audience. You can also use manual bidding to have more control over your bids and ensure that you’re not overpaying for clicks. By using custom targeting and bidding strategies, you can optimize your Google Ads campaigns for maximum performance and return on investment.

Creating effective Google Ads campaigns requires careful planning, testing, and optimization. While auto-bidding strategies and default settings can be tempting for their ease and convenience, they are not always the best solution for every campaign. Often, the most effective campaigns require a significant investment of time and effort in manually setting and adjusting targeting, bidding, and ad creative. By taking a hands-on approach and constantly testing and optimizing your campaigns, you can ensure that you are getting the best possible results for your ad spend. So don’t fall into the traps of sneaky language, default settings, or overly-automated strategies – take the time to do it right, and you’ll see the results in your bottom line.  – Or you can simply hire goodpep for that.