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Angela Soudi

Google Ads Campaign: 3 Mistakes Limiting You From Getting Results

February 20, 2019

Head of Hospitality

Angela Soudi

Head of Hospitality
Google Ads Management

Article Overview

10min read

 A lot of marketers say that Google ads aren’t ideal for certain industries. The truth is, Google ads campaign can be a goldmine for your business if you understand how to combine the different components.

By components, we are referring to factors like landing page copy and design, choice of keywords, or even the different aspects of the ad itself such as ad copy and descriptions

If you have been trying Google ads and it is not working for you, you may be making one or a combination of these deadly mistakes

Not Putting Enough Thought Into Landing Page Design
While factors like the ad copy and the value proposition are important for driving clicks, landing page experience is essential for conversion and can even affect your quality score.

A good landing page must have quick loading speed; keep in mind that people’s attention span is decreasing by the day.

Secondly, your landing page should be optimized to ensure a smooth experience for mobile users. So it is important that you create a mobile-friendly version of the landing page.

Thirdly, the page should be visually appealing with texts and images properly aligned to make for seamless customer experience. In addition, the page color should match with your brand and the color combination of the ad.

Lastly, placing Call-To-Action buttons in strategic parts of the landing page is a proven way to drive conversion. Make sure that you are clear about the action the customer should take to move to the next step.

Creating Irrelevant Landing Page
As I stated earlier, your landing page design should match with the design of the add that people clicked on.

However, there is more to landing page relevance than design and colors. The content, images, value proposition, and product offerings on your ad should match exactly with what you have on the landing page.

If people are clicking to buy a “purple shoe,” showing a black sandal on the landing page will put them off and decrease the relevance of your landing page.

For optimized conversion, make sure that your landing page is tailored to the ad you have created. If you intend advertising a product with different features that may appeal to different people, you can group the relevant keywords in one ad group, then create landing pages that are tailored to the ads in the group.


Not Testing variations of the Ads (A/B Testing)
No matter the amount of effort you put into selecting keywords, crafting ad copy, designing the landing page, and targeting the right audience, testing is the only way to find out what is working and what is not.

Google Ads Campaign

Example 1


Google Ads Campaign

Example 2

As you can see in the examples above, testing different positions and placement will help you discover what is best for your campaign.  Ad copy is another element you can tweak to see if there is a difference in result. This may include tweaking the titles or the descriptions.

You can also test different variations of the landing page – color variations, placement of CTA, and so on.

Directing Clicks to Home Page
Most business owners, especially e-commerce owners tend to underrate the importance of landing pages. This can diminish the overall relevance of your ads leading to a low quality score.

The truth is, creating tailored landing pages can be a stressful, money consuming process. Instead, you should utilize the ad group formula I highlighted earlier to categorize your ads and run highly relevant ads.

Selecting Wrong Keywords
“Keyword research for Google ads campaign” is a concept that deserves to be treated a topic on its own. But one thing you should avoid is using irrelevant keywords or keywords with low searches when running Google ads.

The Keyword Planner can help you discover relevant keywords with high search volumes. In addition, make sure that you select keywords relevant to your campaign objective.

For instance, if your goal is to drive more conversions, then exact matches and phrase will help you maintain a high-quality score while driving more conversions. On the other hand, if your goal is to get impressions, broad keyword match will show your ads to a larger audience.

Failing to Include Negative Keywords
With each algorithm update, Google AI tools keep getting smarter. However, sometimes, your ads may appear in irrelevant searches. For instance, an ad for “black shoes” appearing in searches related to “black wristwatch.” While wrong targeting is the main culprit for such mistakes, adding negative keywords will help reduce the likelihood of such errors.

You can only get the best out of your marketing efforts when you know how to combine these components.

However, making some avoidable marketing mistakes like the ones we have highlighted can lead to waste of marketing budget.

While the main aim of this article is to help you master the process of creating a highly relevant Google ads campaign, it will be better to outsource the process to a savvy marketing team while you learn the ropes.

Angela Soudi

Head of Hospitality

Angela Soudi is a visionary writer with 20+ years of experience in Sales and Marketing across Europe, Canada, and the Middle East. She is highly invested in actively contributing articles to pioneering hospitality platforms and websites.

Angela Soudi

Head of Hospitality
Google Ads Management
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