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It’s not enough to have powerful tools at your disposal; you need to have the skill to use them, or you won’t achieve much of anything. Imagine just hopping into the seat of a brand-new bulldozer without a clue as to how it might work. It doesn’t make you a one-man construction team, does it? This principle holds in digital marketing as well, particularly with Google Ads. When used strategically, Google Ads can be a powerful tool to drive traffic to your website and boost conversions. However, navigating the platform can be tricky, and even skilled marketers can stumble into common pitfalls. For this blog, Blue Orchid Marketing will cover some of the most frequent mistakes we see that you should be aware of.

Lackluster Keyword Strategy

The Stat: According to some estimates, businesses waste an average of 30% of their Google Ads budget on irrelevant clicks.

  1. A solid keyword strategy is the foundation of any successful Google Ads campaign, but relying solely on broad-match keywords can lead to irrelevant clicks and wasted budget.
  2. Take the time to conduct thorough keyword research, incorporating long-tail keywords with higher conversion intent.
  3. Utilize negative keywords to refine your targeting and prevent your ads from showing for irrelevant searches.

Neglecting Ad Testing

Fast Fact: Studies by software company Unbounce show that A/B testing headlines can increase conversion rates by up to 90%.

  1. Don’t settle for the first ad copy you write.
  2. A/B testing allows you to experiment with different headlines, descriptions, and call-to-action phrases to see which resonates best with your target audience.
  3. By continuously testing and refining your ad copy, you can significantly improve your click-through rates and conversion rates.

Ignoring Landing Page Relevance

  1. Imagine clicking on an ad for running shoes only to land on a page selling furniture. This is the kind of experience that causes potential wins to vanish.
  2. Disconnected landing pages create a negative user experience, hurting conversion rates.
  3. Ensure your landing pages are relevant to the keywords and ad copy used to drive traffic.
  4. The landing page content should seamlessly continue the conversation started by the ad, ultimately prompting users to take the desired action.

Forgetting About Mobile

The Trend: Statista reports that over 63% of global web traffic now comes from mobile devices.

  1. Neglecting mobile optimization is a recipe for disaster. Make sure your landing pages are responsive and render flawlessly on all devices, especially smartphones.
  2. Some groups find success by creating separate mobile ad groups to produce ad copy specifically tailored to mobile users.

Setting and Forgetting Bids

  1. Bidding strategies are crucial for maximizing your return on ad spend (ROAS).
  2. Don’t set your bids and walk away. Monitor your campaign performance regularly and adjust your bids accordingly.
  3. Utilize automated bidding strategies like target CPA (cost-per-acquisition) or target ROAS to optimize your bids for conversions or return on ad spend.

Do you still have questions about the info above? Contact Blue Orchid Marketing today to schedule a consultation and let us enhance your Google Ads strategy. Call us at 203-746-5901 or email us at to schedule a consultation!