[Google Ads] TOP 10 beginner mistakes to avoid

Starting a Google Ads campaign can be a daunting task, especially for beginners. 

Here's a roundup of common mistakes beginners make and how to avoid them to ensure the success of your campaigns.

1. Incorrect conversion tracking

• Issue : Using multiple tags to track purchases, resulting in duplicate conversions. 
• Solution : Make sure you have only one main tag “PURCHASE” for conversion tracking to avoid duplicates. For other goal types, you can also include micro conversions.

2. Using Google Analytics 4 as an intermediate source

• Issue : Using Google Analytics 4 as an intermediary for conversion tracking may limit the data available and reduce the accuracy of attribution. 

• Solution : Use direct markup on the website for more precise tracking.

3. Irrelevant auto-recommendations enabled

• Issue : Letting Google automatically apply changes may not always align Google's interests with yours. 

• Solution : Be careful with automatic recommendations and apply changes manually after analysis.

4. Investing in branded keywords in acquisition campaigns

• Issue : Using branded keywords in customer acquisition campaigns can skew results. 
• Solution : Segment campaigns to avoid including branded keywords in acquisition campaigns.

5. Incorrect geotargeting

• Issue : Incorrect setting of geographic presence, using “presence or interest” instead of “presence only”. 
• Solution : Make sure campaigns are set to “presence only” for precise geographic targeting.

6. Inappropriate use of keyword match types

• Issue : Excessive use of broad matches can dilute the budget on irrelevant keywords. 

• Solution : Prefer to use exact or phrase matches for more precise targeting.

7. Poor budget management and campaign segmentation

• Issue : Budget too diluted across too many campaigns, leading to insufficient data collection to optimize automatic strategies. 

• Solution : Restructure campaigns to focus budget on fewer campaigns with sufficient data for optimization.

8. Incorrect use of value rules

• Issue : Not using value rules to adjust conversions based on purchase recurrence. 
• Solution : Use value rules to devalue repetitive conversions and optimize campaigns for new acquisitions.

9. Unused or incorrectly imported customer list

• Issue : Absence of customer lists or customer lists not updated. 
• Solution : Import and regularly update customer lists to improve targeting and remarketing campaigns.

10. Misuse of campaign types

• Issue : Use of campaign types not adapted to the objectives (e.g.: use of standard shopping instead of Max Performance for one-off purchases). 
• Solution : Adapt campaign types to specific objectives, for example using Performance Max for more advanced strategies and dynamic remarketing features.

Conclusion

Avoiding these common mistakes can significantly improve the performance of your Google Ads campaigns. By following these tips, you can maximize your ROI and achieve your marketing goals more effectively. 

Remember to review your campaigns regularly and continue learning to stay up to date with Google Ads best practices.