Google Ads mistakes in 2022 – and how to avoid them

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‘Google Ads never work for us!’

It’s a cry we sadly hear all too often. Loads of businesses pour their hard-earned cash into the platform but never see any results. Why isn’t it working? And why should they carry on investing all this money into something that clearly isn’t for them?

Because when set up, optimised and managed correctly,

Google Ads are pretty gosh-darn effective at driving a ton of relevant traffic to your business. Studies show that online ads increase brand awareness by 80%. Coupled with the fact that 63,000 searches get processed by Google each second, you’d be stark raving mad to not give Google Ads another shot.

The problem can be as simple as how your campaign has been set up or how it’s been managed (or not managed) over time. All of which have super simple solutions – we promise. 

So what are the most common slip-ups we see over and over again? We’ve pulled together all the best Google Ads mistakes in 2021 – and how to avoid them.

Chapter 1

What are Google Ads?

Unless you’ve been living under a rock, we’re pretty sure you’ve used Google before. How could you not? Google is everywhere – Gmail, Google Contacts, Google Calendar, Google Meet and loads more.

So it’s no surprise that Google has thrown advertising into the ring. That’s where Google Ads come in. 

Google Ads is an online advertising platform where marketers and advertisers make bids to show ads, service offerings, product listings or videos to web users. It runs on a pay-per-click (PPC) system – meaning that you have to pay every time a user clicks on your ad.

And unlike other advertising platforms, Google Ads can promote ads in both its search pages and non-search websites, mobile apps and videos.
Google Ads mistakes in 2021 – and how to avoid them
Chapter 2

Why are Google Ads important?

When was the last time you put an ad in the paper? 1984? Pluh-ease. Welcome to 2022, where real business is done online.

Sure, traditional marketing methods, like television and print advertising, still have their place in the modern world. But nothing is as targeted and instant as online advertising. Not to mention effective – people who click on ads are 50% more likely to make a purchase . Now that’s a lot of sales you could be missing out on!

So what makes Google ads such a big deal?

Google Ads is one of the best tools for lead generation out there. If your campaigns are set up correctly, it has the potential to send extremely targeted leads to your website, opt-in form or other online property.

It also allows you to focus on the people who are searching for what your business is offering. Now you can constantly refine your searches so that only your target audience are sent to your website through Google Ads. 

Read: 2022 SEO changes – What You Need To Know
Google Ads mistakes in 2021 and how to avoid them 4
Chapter 3

Mistake #1: Targeting people outside your market

You don’t want to be advertising to people outside of your target market. Duh. Sounds pretty simple, right? But this is perhaps one of the easiest Google Ads mistakes to make. In fact, you may not even realise that you’re doing it.

That’s because Google has a pretty broad interpretation of who your target audience is. And to make it even trickier, Google isn’t exactly clear on who your ads are going to. 

When you initially set up your account, you set your target audience by choosing a location or drawing a radius around your business. What Google doesn’t tell you is that not only will it target people within your set market, but those who have shown an interest in your product or service as well. 

Someone in China likes your charming little cafe? That’s great and all, but this is a PPC service – meaning you pay for every click. Paying for someone overseas to click your ad when they can’t even use your service is a big fat waste of money.
Google Ads mistakes in 2021 – and how to avoid them

How to avoid it

Thankfully, the solution is pretty simple – although a little hidden away. 

  1. Click on a campaign
  2. In settings, select Locations
  3. You are given options to target “All countries and territories”, “Australia” (or your main target location), or “Enter Another Location”. Here you can select what locations you would want that campaign to target.

Just below select “Location options” and make sure you select “Presence” to ensure that you are targeting people in or are regularly in your desired location.

Now you can be sure your ads are being shown to the right people – and that your money is being put to good use! 

Chapter 4

 Mistake #2: Using Search and Display options together

You might be a Google Ads pro now, but how much did you know when you first started using it? You could have set up your account incorrectly and been none the wiser about it. No need to feel sheepish – no one’s a master on their first try. 

A poorly set-up account can result in a lot of wasted moolah. So it’s important to ensure that your Google Ads are doing exactly what you want them to do.

When setting up your account, you’ll notice two sub-categories under Networks: 

- Include Google Search partners 
- Include Google Display Network

Google Search partners is a network of different pages and companies that work with Google to show ads. Buy clicks through this network, and your ads will appear on their pages. It’s a great way to provide more searches for less money.

Google Display Network is a group of more than two million websites, videos and apps where your Google Ads can appear. Sounds awesome, right? Not quite. 

With the Google Display Network, your ad could show up on gaming sites, local news stations, weather apps or Hollywood gossip sites. Basically, anything your target audience isn’t using. 
Google Ads mistakes in 2021 – and how to avoid them

How to avoid it

Go back into your campaign settings, select Networks and un-select both search and display network. You don’t need that kind of negativity in your life.

The world of digital marketing and online advertising can be a scary, daunting place – if you don’t have the proper guides, that is. Have some questions about using Google Ads for your business? You’ve come to the right people! Digital marketing is our thing. Schedule a complimentary one hour meeting here with our team to learn more.

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