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6 Aspects of Every Google Ads Campaign and Mistakes to Avoid

Google Ads campaigns are so much more than just planning the 25 characters in the headline or the 70 characters of ad text and the 35 characters for the Display URL. There are other crucial elements, like targeting the right audiences, using landing pages efficiently, and targeting the right keywords to make your campaign a success. If your Google Ads campaigns are not delivering your expectations, you should consider focusing more on other essential areas aside from merely attracting traffic.

Your trusted Google ads agency recommends focusing on the most critical aspects of your Google Ads campaign that help you achieve success. Not focusing on each of these points will lead to failed campaigns. In this guide, we’ll discuss the pillars of successful Google Ads campaigns, common mistakes related to these items, and how to fix them:

1. Quality Ad Copy

When it comes to ad copy, it’s all about being persuasive. You want to make your prospect believe that what you’re offering is exactly what they need. As a result, you want to be compelling, useful, and unique to gain people’s attention in your target audience.

You want to exude professionalism in your ad copy. In addition, your ad copy needs to be clear and concise, conveying what your business is offering and what’s in it for the prospect.

Mistake: Ad Copy That’s Boring and Unengaging

The biggest mistake is creating an ad copy that’s vague and doesn’t lead the prospect to your landing page. This can frustrate the prospect and cause them to ignore your ad.

The Fix: Write Compelling Ad Copy

Create a value proposition that informs your prospect of how they’ll benefit from using your product or service.

Use a headline built to capture the prospect’s attention and draw a response. This can be a number, a question, or even a shocking statistic.

Use an image that’s high quality, relevant, and specific that can be used further to explain the value proposition in your ad copy.

2. Target Audience

The biggest mistake people make is creating Google Ads campaigns for the wrong reasons. Trying to target everybody is a waste of time and money because it’s improbable that you will be able to focus your limited resources on all your prospects.

Mistake: Trying to Target Everyone

Many people fall into the trap of targeting everyone because they believe it’s the most efficient way to reach their target audience.

The Fix: Target the Right Audience

First, you should create several ads specific to different keywords relevant to each target audience.

Next, you want to create separate ad groups for each target audience with a relevant ad and landing page.

Lastly, you want to allocate your budget to these ad groups so you can show your ads to the right people at the right time.

3. Campaign-Specific Landing Pages

Campaign-specific landing pages are mandatory for successful Google Ads campaigns. Having different landing pages for each campaign means that you’re focused on each campaign’s goal, and you can track each campaign’s success.

Mistake: Using the Same Landing Page for Multiple Campaigns

It’s common for a business to use the same ad and landing page for multiple campaigns instead of creating unique ads and landing pages for each campaign. This can lead to wasted ad spend, not to mention that you’re not correctly tracking the metrics you want to optimize.

The Fix: Use Campaign-Specific Landing Pages

Create unique landing pages based on each campaign’s objective.

Incorporate the ad’s message into the landing page so the prospect can easily find the information they are looking for.

Use landing page templates with different layouts to capture information in different formats.

4. Keyword Categories

Keyword categories are necessary to make sure you’re only bidding on relevant keywords. This is important because you want to show your ad for the right keywords that can generate conversions for your business.

Mistake: Bidding on Irrelevant Keywords

You want to be as specific as possible when it comes to your keywords, but some people make the mistake of bidding on too many keywords. This means that the ad spend is wasted on irrelevant keywords that will not lead to conversions.

The Fix: Only Bid on Relevant Keywords

You want to make sure that you’re bidding on keywords relevant to your business and that they are also relevant keywords that you’re competing for with other advertisers.

5. Keyword Match Type

The keyword match type you choose largely depends on your business objective and which match type will help you achieve it.

Mistake: Using Broad Match

A common mistake is to use broad match because it’s easy and fast, but that’s a mistake because it opens up your ads to bid on irrelevant keywords. If a customer searches for keywords in the broader space, like “food delivery,” for example, your ad will show up. This is because the customer’s search does not include your brand name, specific product, or service.

The Fix: Using Correct Match Types

To fix this, you want to exclude any keywords irrelevant to your business in the broad match keyword method.

Use the phrase match method to ensure you’re showing your ad only when your account matches it with the customer’s search.

Use exact match keywords to ensure your ad only shows when it is exactly what the customer is searching for. This can be more expensive, but the results are usually more profitable.

6. Ad Spend

One of the crucial elements【the one that actually makes money】 of your Google Ads campaign is the amount of money you spend on it. Sometimes, wrong budget allocation means you spend a lot of money on an ad group, but the ads aren’t shown, and the clicks don’t convert.

Mistake: Not Setting Ad Spend Limit

If you aren’t setting a cap on how much ad spend you’re willing to allocate to a certain ad group, you’re wasting a lot of money. Just because you have a lot of money to spend doesn’t mean you should spend it all.

The Fix: Set a Budget

There are many different factors that influence how much you should spend on a campaign. You want to choose a budget for each campaign based on your business objectives.

For example, you might have a campaign that is a test, and you only want to spend a little money to see if the ad group will make money. You should allocate a budget that is enough to see the results of your campaign, but not so much money that it’ll be a waste if the campaign doesn’t generate the desired results.


There are many different mistakes that can occur during the creation of a Google Ads campaign. The above items are among the most common mistakes you want to fix to ensure the success of your Google Ads campaigns. If you’re able to identify and fix these issues, you’ll be able to improve the performance of your campaign and put more focus on areas where you can achieve more results. A seasoned Google ads agency can help you identify mistakes in your campaign and help you address them so you’ll get better results.

New Digital Marketing Agency is a reputable Google ads agency that can help your business create compelling ads that deliver results and help you manage them to ensure that they’re working for you. Contact our team today and learn how we can be of service!

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