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What are some common mistakes marketers make when setting up Google Ads campaigns?

 Here are some common mistakes marketers make when setting up Google Ads campaigns, which can lead to wasted budget, poor performance, or missed opportunities:

What are some common mistakes marketers make when setting up Google Ads campaigns?

⚠️ 1. Poor Keyword Targeting

  • Using only broad match without negative keywords can attract irrelevant traffic.

  • Not separating branded and non-branded keywords, which makes it hard to track performance accurately.

  • Not doing proper keyword research, relying on intuition rather than data.

⚠️ 2. Lack of Negative Keywords

  • Failing to use negative keywords allows your ads to show on irrelevant or low-intent searches.

  • This leads to low CTRs and poor Quality Scores, driving up costs.

⚠️ 3. No Clear Campaign Structure

  • Mixing different products/services or audiences into one ad group.

  • Not segmenting campaigns by theme, funnel stage, or geography.

  • Makes optimization and tracking very difficult.

⚠️ 4. Weak Ad Copy

  • Generic or irrelevant headlines/descriptions that don’t match the keyword intent.

  • Not using responsive search ads effectively.

  • Ignoring the use of unique selling points or CTAs.

⚠️ 5. Skipping Ad Extensions

  • Not using sitelinks, callouts, or structured snippets leaves valuable real estate unused.

  • Reduces CTR and competitiveness in the ad auction.

⚠️ 6. Not Tracking Conversions

  • No conversion tracking = you’re flying blind.

  • Marketers often forget to set up or properly configure Google Ads or GA4 conversion goals.

⚠️ 7. Ignoring Match Types

  • Using broad match only → poor traffic quality.

  • Using only exact match → missing valuable long-tail traffic.

  • A balanced strategy is usually better.

⚠️ 8. Improper Location Targeting

  • Targeting entire countries when only a city or region is relevant.

  • Forgetting to exclude irrelevant locations.

⚠️ 9. Budget and Bidding Mismanagement

  • Allocating budget equally across campaigns regardless of ROI.

  • Using automated bidding without enough data or setting unrealistic targets.

⚠️ 10. Lack of Regular Optimization

  • Not reviewing search term reports or pausing underperforming keywords.

  • Leaving campaigns untouched for weeks or months.

  • Not A/B testing ads or landing pages.

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