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Google Ads is a powerful tool for driving traffic and conversions, but it can be confusing for beginners. Common mistakes not only reduce efficiency, but also quickly eat into your budget. Below are the most common mistakes and clear recommendations on how to avoid them.
1. Incorrect account targeting
- Error: launching campaigns without a clear strategy, without defining goals (traffic, conversions, store visits, etc.).
- How to avoid:
- Identify one main goal for your campaign (e.g. CPA or number of conversions per month).
- Set up conversions as trackable actions with an initial plan (purchase, sign-up, newsletter opt-in, etc.).
- Define KPIs: CPC, CTR, conversions, CPA, ROAS.
2. Incorrect account structure
- Error: one broad keyword per ad group, too general ad groups.
- How to avoid:
- Structure your account around topics or user needs.
- Create narrow ad groups with relevant links and separate bids.
- Move high-converting queries to separate groups with custom ads.
3. Wrong choice of keywords
- Error: too many general queries; no negative words; no minimum backlink.
- How to avoid:
- Use clear phrase or exact matches for relevance.
- Regularly add negative keywords to filter out irrelevant traffic.
- Use Keyword Planner or internal data to identify high-converting queries.
4. Low quality ads and lack of testing
- Error: the same ads for a long time; lack of A/B testing of headlines and descriptions.
- How to avoid:
- Regularly test 2–3 headlines and 2–3 descriptions (A/B).
- Use relevant ad extensions (link, phone, description structure).
- Make sure your ad naturally includes keywords and reflects a unique offering.
5. Incorrect bid optimization and bidding strategy
- Error: using only Manual CPC without adaptation; lack of system training; incorrect target CPA or ROAS.
- How to avoid:
- Start with standalone strategies (Target CPA or Maximize Conversions) provided you have a sufficient number of conversions.
- Set bid adjustments by device, time of day, and location.
- Regularly check training data and adjust to rational rates.
6. Landing page and conversion issues
- Error: the page does not respond to the request, slow loading, difficult navigation, unclear CTAs.
- How to avoid:
- Ensure relevance between the ad, keyword, and landing page.
- Optimize loading speed and mobile responsiveness.
- Place clear CTAs and simple conversion forms.
7. Ignoring ad extensions
- Error: extensions are not used or are used irrelevantly.
- How to avoid:
- Use link extensions, phone, location, and structured descriptions.
- Set up seasonal and promotional extensions to increase CTR.
8. Incorrect use for budget separation
- Error: even allocating budget between campaigns without taking into account their effectiveness.
- How to avoid:
- Tie your budget to your goals: allocate more budget to campaigns with high conversion and low CPA.
- Use automated bidding strategies for campaigns that convert.
9. Lack of regular account auditing
- Error: The setup of the works goes on for years without reviewing the data.
- How to avoid:
- Establish a monthly or bi-monthly account audit ritual.
- View keyword quality, CTR, CPC, conversions, and extensions.
- Develop an improvement and testing plan for future periods.
10. Insufficient attention to analytics and conversion tracking
- Error: separation of conversions between online and offline, lack of attribution.
- How to avoid:
- Set up accurate conversion tracking in Google Ads and integration with Google Analytics.
- Determine the attribution model that suits your business (sequential, linear, last click).
- Make sure that the UTM tagging of inbound links is correct.
11. Typical error correction scenarios
- Scenario A: Large number of irrelevant queries
- Actions: add negative words, review query plan, adjust matches.
- Scenario B: Low CTR and low quality
- Actions: update creatives, test headlines, add relevant extensions, improve landing pages.
- Scenario C: High CPA
- Actions: check conversions, use Target CPA or Maximize Conversions, adapt bids by device and time.
12. Contextual tips for different niches
- E-commerce: focus on specific products, seasonal promotions, display prices and availability; use dynamic product ads.
- Services (B2B/B2C): focus on problem solving and cases; use extensions with forms for lead generation.
- SaaS: pay attention to trials, demos, pricing; use Target CPA with a long sales cycle.
- Local services: include location and phone; test time frames for peak days.
13. Why mistakes occur in beginners
- Insufficient understanding of how Google's auction system works.
- Inability to read data and distinguish signals.
- There is a huge variety of settings and options, making it easy to get confused.
- Lack of a testing system and focus on short-term results.
14. Quick Fix Action Plan for the First 30 Days
- Identify one main goal and the corresponding conversions.
- Review your account structure: create separate ad groups by topic.
- Update your keyword list: add exact and phrase matches, negative words.
- Run A/B testing of 2–3 ads with different headlines and descriptions.
- Implement ad extensions.
- Make sure landing pages are relevant and fast.
- Set up basic conversion tracking and integration with GA.
- Set up bid adjustments by device and time.
- Set up a monthly account audit with specific KPIs.
15. Conclusion
Common mistakes newbies to Google Ads often stem from a lack of systematic approach: from poorly defined goals to ineffective account structure to lack of testing. By avoiding these mistakes and implementing practical optimization steps step by step, you can increase traffic relevance, reduce CPC, and increase conversions.
If you want, I can adapt these tips to your business tier (e.g. local services, e-commerce, SaaS) or create a step-by-step 4-week checklist with specific actions and metrics. I can also offer sample ads and campaign structures with estimated budget calculations.