Difficultly level: Advanced
Running successful campaigns means learning from the past. In this guide, we highlight key Google Ads mistakes avoided by savvy marketers. By recognising these common errors, you can improve your ad performance, lower costs, and boost your return on investment. Let’s explore the top five mistakes that could be holding your campaigns back and how to avoid them.
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Delay in starting
Mistake:
Getting stuck in analysis paralysis, spending too much time on research without launching.
Handle it this way:
Just start! While research is important, real data comes from active campaigns. Begin with a clear goal and a small, manageable budget, then use the live data for ongoing optimisation.
Unrealisticly low budget
Mistake:
Expecting significant results from an extremely low budget (e.g., R20/day).
Handle it this way:
Start with at least R200-R400 (USD $10-$20) per day for initial data collection, and be prepared to scale up as campaigns prove successful. Understand that higher-cost industries will require higher budgets.
Ignoring negative keywords
Mistake:
Wasting money on irrelevant searches that don’t convert. Eg. avoid paying for ‘DIY hacks…’ etc.
Handle it this way:
Continuously add negative keywords to filter out unwanted traffic. This ensures your ads are only shown to users with genuine commercial intent, significantly improving ROI.
Bidding on any relevant keyword
Mistake:
Throwing spaghetti at the wall – adding every vaguely related keyword without considering search intent or specific product fit.
Handle it this way:
Be exceptionally strategic. Focus on high-intent commercial keywords that directly align with what you’re selling. If you sell high-end custom closets, exclude searches for “Ikea closet systems.”
Ignoring bid cost early on
Mistake:
Automatically avoiding high-cost keywords, or ignoring the cost implications entirely.
Handle it this way:
Understand that higher bids often signal higher search intent and potentially higher-value leads. Don’t rule them out by price alone, but assess if the potential customer value justifies the cost. Similarly, don’t blindly bid high without understanding your break-even point.