FGoogle Ads is a powerful advertising tool but let’s face it, it can be very frustrating when you’re not seeing the conversion rates you expected. You might feel like throwing in the towel or, on the flip side, keep throwing money at your ads, hoping they’ll suddenly start performing better. But we’re not about leaving things to chance here.

In this article, I’m diving into the common mistakes you might be making with your Google Ads and giving you some solid advice on how to fix them. Plus, I’ve got five practical tips that could really bump up your conversion rates.

Common Google Ads Mistakes

So, what goes wrong most of the time? Let’s break it down and fix these issues so you can start seeing better results from your campaigns.

Ignoring Searcher Intent

Here’s the deal: Google Ads can be an awesome way to snag that bottom-of-the-funnel traffic—these are people who are pretty much ready to make a purchase. They’re seeing your ads because they’re actively searching for what you offer.

But if they aren’t clicking on your ads, you might have a keyword issue. Maybe your ads aren’t aligned with what searchers are actually looking for.

A huge part of nailing your Google Ads strategy involves understanding the intent behind the search terms people use. This insight can clue you in on where they stand in their buying journey.

You want to catch people at the Decision stage—the point where they know they’ve got a problem and are exploring their options, just looking for the right deal to seal their decision.

To target these ready-to-act customers, focus on transactional keywords in your ads. These are words like:

• Buy
• Order [service]
• [Your city] + [type of store]
• Deals
• Price

If you’re uncertain about the effectiveness of a keyword, try searching for it and look at the organic results. If the search results are mostly informational articles or guides, it might be wise to consider a different keyword that’s more aligned with making a purchase.

For example, when you search for “best keyword research tool,” below are the organic results that appear:

And here are the Google advertisements:

Alright, let’s break this down in a straightforward way. When you search for something like “best keyword research tool,” the results you usually see are a bunch of comparisons. This kind of result is typical for what we call the Consideration stage of the customer journey. It’s when people are checking out their options, comparing features and not quite ready to pull the trigger on a purchase yet.

Because of this, ads that show up with these comparison-based search results tend to rack up a lot of views (we call these ‘impressions’ in the ad world) but they don’t necessarily get a lot of clicks. And even the clicks they do get? They often don’t lead to sales. These ads are more about getting your name out there, which is cool for boosting your brand’s visibility but not so great if you’re aiming to make immediate sales.

Now, let’s switch gears and see what happens when you switch up the search to something more direct like “buy keyword research tool.”

The top ad in both searches is from the same company, SEMrush but the ad copy varies significantly.

Here’s the SEMrush ad for the consideration phase:

Observe the differences in the SEMrush ad for the Decision stage:

Failing to Use Ad Extensions

Let’s talk about something pretty important in the world of online ads, especially in PPC (pay-per-click) advertising—it’s very competitive. You know, on search engine results pages (SERPs), there’s only so much space for ads. So, you definitely want to make sure your ads stand out.

This is where ad extensions come into play. They’re awesome for boosting your Google Ads conversion rate and click-through rate (CTR). Why? Well, they not only grab more real estate on the SERPs but, as Google itself says, “extensions create more reasons to click your ad.” This means that with ad extensions, your ad isn’t just bigger; it’s also potentially more informative and appealing.

The best part? Ad extensions don’t cost extra. That’s right, using them doesn’t add to your spending, which is a no-brainer reason to include them in your strategy.

Want to see what they look like? Here’s an example:

Can you see how much more engaging this makes your Google Ads campaign?

Here’s a quick guide on how to set up Google Ads extensions:

Start by heading over to your Google Ads dashboard. Choose either a specific campaign or ad group that you want to enhance, then click on “Ads & extensions” and go to “Extensions.” Once you’re there, simply click on the plus sign to add a new extension.

From the dropdown menu, select the type of extension you wish to create and then click ‘Save’:

Ad extensions aren’t just about making your ad bigger or flashier—they need to genuinely enhance the customer’s experience. So, simply tacking on extensions won’t automatically boost your conversions.

To really get the best out of ad extensions, you should think carefully about how each extension can improve the customer journey. The goal is to make it very easy for potential customers to find the information they need to make a decision. 

Think about what details might be helpful to someone who’s interested in what you’re offering—whether it’s more contact options, additional links to specific parts of your website or even quick snippets of what makes your product or service stand out. 

These should guide your choice of extensions, making your ad more than just an advertisement but a helpful tool for your potential customers.

Your Landing Pages Are Falling Short

Did you know that the landing pages your ads lead to are crucial, maybe even more so than the ads themselves?

Imagine spending hours crafting the perfect ad, only to link it to a very messy landing page. That’s pretty much a recipe for disaster when it comes to conversions. Your ad might do a great job of getting people to click but it’s your landing page that needs to seal the deal.

When you’re setting up a landing page for your ad campaigns, consistency is key. You want the transition from your ad to your landing page to feel smooth, not like they’ve landed somewhere totally unexpected.

Here’s how to make a Google Ads landing page that really works:

• Tailor different landing pages for each ad group: Each ad group targets a slightly different audience or intent so customize landing pages to match these variations.
• Keep your landing page copy succinct: People lose interest fast. Keep your copy clear and to the point.
• Offer multiple conversion paths: Not everyone wants to convert in the same way. Some might prefer signing up for a newsletter, while others might be ready to buy right away.
• Use similar language from ad to landing page: This helps maintain a sense of familiarity and trust, making the transition seamless.
• Never direct ad traffic to your homepage: This is too general and can confuse potential customers who are looking for something specific.
• Optimize for mobile and desktop: Ensure your landing page looks great and functions well on all devices.

Paying attention to these six simple tips for your landing page can dramatically increase your conversions from Google Ads. Remember, it’s about making the experience as easy and relevant as possible for your visitors.

Your Google Ads Account Structure Needs Work

So, you’ve set up an ad group in Google Ads and they’ve handed you this huge space to dump all your keywords. It’s pretty tempting to just fill it up.

Back in the day, Google even suggested stuffing 10–20 keywords into each ad group. But here’s the catch: your ads end up so scattered they can’t effectively target each of those keywords. It’s like trying to be everything to everyone and we all know that never works out well.

Now, most PPC pros are big on something called single keyword ad groups or SKAGs. Yep, it’s exactly what it sounds like: each ad group focuses on just one keyword. That means only one keyword will trigger your ad to pop up.

Why is this a big deal? Well, using SKAGs means you’ll probably end up creating more ads but you should be doing that anyway to test what works best. The real bonus here is that your ads will be very relevant to that one keyword you’re targeting. It’s about quality, not quantity, ensuring your ads hit the mark and really speak to what your potential customers are searching for.

Boosting Your Google Ads Conversion Rate

Now that we’ve tackled four of the biggest Google Ads pitfalls, let’s dive into some additional strategies to help boost your Google Ads conversion rate.

Craft a Captivating Headline

The headline is usually the first thing someone sees in your ad. You’ve got to grab their attention right off the bat or they might not read any further. The tricky part? You’ve only got 30 characters to make your mark.

Even though it’s a tight squeeze, here are some tips to make your headline stick:

• Incorporate your target keyword: This helps with relevance and search alignment.
• Use compelling words: Adding words like “discover,” “affordable,” “expert,” and “trusted” can make a big impact.
• Try a straightforward headline formula: Something like “keyword + your unique value proposition” can be very effective.
• Ensure it’s readable on all devices: Your headline should look good on both mobile and desktop.

Write Persuasive Ad Copy

Crafting an ad copy that stands out in just 80-90 characters is definitely challenging but it’s not impossible. There’s no one-size-fits-all approach to Google Ads copy but sticking to some best practices can make a big difference:

• Align your ad copy with the customer journey: Make sure your message meets the searcher at the right stage of their decision-making process.

• Use keywords wisely: Strategic placement of keywords can enhance both relevance and visibility.
• Clear call-to-action: Tell your audience exactly what you want them to do next.
• Speak their language: Use terms and phrases that resonate with your target audience.
• Focus on what makes you different: Highlight your unique value proposition rather than rehashing what they might already know.
• Avoid the hard sell: Instead of pushing too aggressively, focus on engaging and intriguing your potential customers.

Implementing these tips can help your Google Ads not only capture attention but also convert that attention into action.

Reach the Right Audience

Google Ads is an insanely effective tool with a bunch of targeting options to pinpoint the exact audience for your ads.

Sure, Google gives you the potential to reach millions every day but just because you can reach a ton of people doesn’t mean you’ll automatically see results.

Here’s how to set up your audience in Google Ads:

1. Head over to Audience Manager and hit the Custom Audiences tab. Then, click on the plus sign to get started.

2. You’ll see two main options:

• Custom Intent: For targeting people actively researching products and services—these people are gearing up to buy.
• Custom Affinity: For targeting people whose interests mesh well with what your brand offers.

Since we’re here to make sales, we’ll focus on Custom Intent.

3. Name your audience and decide how you want to gather your peeps: You can choose between in-market keywords or Google search terms. Let’s go with in-market keywords for now.

4. Input related keywords and URLs that your audience might be researching. As you enter keywords, you’ll see suggestions pop up on the right side of the page. You can even check out the Audience Size to gauge how many people you might reach.

5. Once you’ve fine-tuned your audience, hit Create.

Now, you can add this custom audience to any ad group.

Refining Your Target Audience

But wait, there’s more! You can sharpen your targeting further by demographics. Here’s a quick rundown of some additional Google Ads features to help you zero in on the right people:

• Remarketing/Retargeting: Target users who’ve already interacted with your site. It’s like a little nudge to remind them you’re still around.
• Similar Audiences: Find users similar to those already in your audience list. It’s like meeting friends of a friend.
• Customer Match: Reach out to users based on info they’ve shared with you. It’s very precise.
• In-market: Catch users who are actively looking into, browsing or comparing what you’re selling.

Google Ads makes it straightforward to connect with just the right people. With these tools, you can ensure that your ads are seen by those most likely to be interested in what you have to offer.

Leverage Remarketing

Remarketing or retargeting as some call it, is all about using what you already know about your site visitors to keep your brand in their view as they surf the web.

Setting Up Your Remarketing Strategy

Before you dive into collecting data, there are a few things you need to sort out:

• Update Your Privacy Policy: Make sure it reflects that you’ll use cookies to track visitor behavior. This isn’t just good practice; it’s also about transparency.
• Plan Your Remarketing Strategy: Think about what you want to achieve with remarketing and lay out a plan that targets those goals.

Ready to Roll? Here’s What’s Next:

• Install Your Retargeting Code: This code goes on your website and starts the process of tracking visitors.
• Define Cookie Duration: Decide how long the cookie will track a visitor’s behavior.
• Limit Ad Frequency: Set a limit on how often you’ll show your ads to the same person to avoid overwhelming them.
• Refine Your Audience: Exclude visitors who bounce quickly or spend very little time on your site.
• Choose Where Your Ads Will Appear: Set your ad placements and exclusions to target more effectively.
• Craft Relevant Ads: Make sure your ads resonate with the audience you’re retargeting.

Test and Tweak

Now, for the ongoing part: analyzing and refining your campaigns to maximize your return on ad spend (ROAS).

Follow an A/B Testing Routine:

• Formulate a Hypothesis: Use your analytics and what you know about your audience to guess what might catch their interest.
• Create Variations: Make at least five different versions of your ad, each with a different copy.
• Run the Test: Launch all versions simultaneously to gather meaningful data.
• Analyze the Outcomes: Once you’ve collected enough data, dive into the results. Look at key performance metrics and note how each version did.
• Test Again: Got a winner? Great! Now test that top-performing ad with different images, videos or colors. It’s all about fine-tuning every element to see what truly resonates with your audience.

By consistently refining and testing, you’ll keep improving your ads’ effectiveness. Remember, it’s all about learning what works best and adapting to enhance your engagement and conversions.

Boost Your Google Ads Conversions

There’s nothing more frustrating than watching your hard-earned money go into ads that just don’t deliver the results you’re hoping for. I really hope the strategies I’ve shared with you can help flip the script on your Google Ads, bringing in more traffic and boosting those conversions.

And hey, if you’re feeling overwhelmed with all this Google Ads stuff, don’t sweat it. Digital Marketing Agency offers full Google Ads management services. We can take care of everything from creating and running your ads to testing and fine-tuning them. Let us handle the heavy lifting so you can focus on other parts of your business.

Frequently Asked Questions (FAQs)

What are some common mistakes people make with Google Ads?

A lot of people slip up by not really thinking about what the person searching is looking to find, stuffing too many keywords into one ad group, not taking full advantage of ad extensions and linking ads to landing pages that don’t match up well with the ad’s promise. Fixing these could really step up your ad game.

How can I improve my Google Ads conversion rate?

To get better results, make sure you’re very specific with your targeting. Use just one keyword per ad group (yup, that’s a thing called SKAGs) to keep your ads relevant, write eye-catching headlines, fill your ads with tempting offers and make sure your landing pages are on point with what your ad is talking about.

What are ad extensions and why are they important?

Ad extensions are extras you can add to your Google Ads, like more links, contact info or more details about certain offers. They help your ads take up more space and give people more reasons to click, without costing extra money. 

How do I set up a custom audience in Google Ads?

Jump into the Audience Manager, hit the Custom Audiences tab and click on the plus icon. Pick whether you want Custom Intent or Custom Affinity based on who you’re trying to reach, toss in some relevant keywords and URLs and shape up your audience specifics to get a super-targeted group.

How does remarketing enhance Google Ads performance?

Remarketing is a nifty way to remind people who have already visited your website about what you offer. It tracks users around the internet with cookies and shows your ads more strategically, bumping up the chances they’ll come back and convert.

What are some effective strategies for A/B testing Google Ads?

Start with a good guess about what might work best based on your current data and what you know about your audience. Whip up several versions of your ad, changing things like the wording or visuals. Test them all at the same time, check out the results to see which one did the best and then keep tweaking to make your ads even better.