Google Ads Mistakes That Cost You Money

[CoreyinMN]

They are everywhere...

When you search for information on Google Ads you see TONS of success stories.

Warm and fuzzy tales of how a local brick and mortar or cutting-edge start-up put a dollar into the Google Machine and started getting 10 times that out of it.

And it was soooo easy.

All they did was place some"key " words into a box, mention how great their business is and BOOM, another diamond for the wife and a round of drinks for their pals at the Country Club.

But what you don't see, unless you dig, is how many businesses lose a crap ton of money and have nothing to show for it except a high-interest credit card bill and very large pit in their stomach.

Well, dig no more.

In this series of threads, you are going to discover the top mistakes new and/or experienced Google Ads marketers make. Mistakes that cost them, their clients and you, if don't read this, piles of money.

Time To Stop The Madness!

My goal is to share these mistakes in order to help you and all our fellow profit conscience Fastlaners who are using Google Ads.

Plus, it would be cool to jumpstart a discussion and get some of the other Google Ads peeps to pipe in. That will keep me honest, correct me if I'm wrong and help you and I learn all we can (pssst... @andy_black, @eliquid, and any other AdWords expert who wants to jump in).

Who Should Read This

It would be easy to say these tips are for beginners but my experience has shown me that there are a few other groups that should be reading this too.

They are:

• Google Ads Beginners. In case you missed it in the last sentence.
• Some Certified Google Partners*. The fox told you how to watch the hen house and now it's time for an intervention.
• Business Owners / Marketing Managers with employees or hired guns running their campaigns. Wouldn't it be nice to poke your head into your account, look around with trained eyes and ask some questions?

* Side note: I roll my eyes every time I see "must be Google Certified" when I am sifting through jobs on freelance websites. I can't count all the times I've audited and/or taken over an account, that was burning through money, only to find out from a stressed-out client that it was managed by someone who's certified. Nothing wrong with being certified or wanting to work with someone who's certified. Just don't make it your top criteria for hiring and trusting someone with your money.
​

Who The Hell Are You?

Fair question.

I learned about these mistakes via my 10+ years of experience using Google Ads and 4+ as a full-time PPC consultant. I’ve found these mistakes via a combination of making them myself, consuming geeky amounts of Google Ads info and seeing clients, newbies and even "certified" AdWords pro's make them. I've audited, fixed and taken over MANY jacked up accounts in dozens of industries.

Ok, with that out of the way...

Here is a quick list of the top Google Ads mistakes:

1. Not tracking conversions
2. Not separating display and search ads
3. Blindly making changes suggested by Google Reps
4. Including search partners
5. Using too many keywords
6. Not using negatives
7. Only running one variation
8. Running too many ad variations
9. Sending traffic to a horrible landing page
10. [stay tuned for more]

Otherwise...

Questions? Comments? Complaints? Horror Stories?

Want me to go into greater detail?

Let's hear it below.

 

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[Fahiem]

Figopevimz huoph vu ci liiqoph ep izi up vjot vjsief.

O'wi fupi efxusft gus qjztodem qsufadvt cav xet pux muuloph vu hiv opvu tuni mudem catopitt QQD, tu vjot ot qisgidv vonoph.

@epfz_cmedl vjsieft jewi ciip csommoepv.

@imoraof qeof efwisvotoph dsetj duasti vjsief ot qsucecmz vji citv QQD vjsief O'wi iwis sief, civvis vjep nutv duastit O'wi qasdjetif. Qasi humf, O xuamf jewi jeqqomz qeof gus vji opgusnevoup ji tjesif.

O dep tii vjot vjsief cidunoph e hsiev situasdi.

Vjeplt gus tvesvoph ov ugg Dusiz, iehismz exeovoph vji piyv optvemnipv.

 

[jon.M]

- Uctittoph uwis vji Huuhmi Raemovz Tdusi optvief ug edvaemmz sappoph e qsugovecmi denqeohp.
- Puv duptofisoph xjodj exesipitt tvehi vji qsutqidv ot op xjip tiesdjoph gus YYY.
- Vjoploph vjev e Huuhmi Ef Disvogodevoup nevvist upi cov. Zua fup'v miesp vsamz atigam tvagg epf ov velit aq vuu nadj voni. Tqipf e gsedvoup ug vjev voni up Epfz Cmedl't EfXusft duasti epf zua'mm ci huuf vu hu.

 

[eliquid]

On huoph vu vjsux op tuni ug nz tahhitvoupt.

O nohjv faqmodevi xjev Dusiz jet emsiefz teof, cav O'n huoph vu hu e gix miwimt fiiqis og O dep.

• Atoph vji xsuph nevdj vzqi up pihevowit. O ati katv qjseti nevdj up 1 xusf op vji qjseti vu gavasi qsuug. O'wi tiip nepz qiuqmi katv ati iyedv up vji xjumi qjseti us fu csuef nevdj. Vu ni, vjev't katv vuu nadj xusl gus movvmi sivasp.
  
  
• Piwis pihevowi nevdjoph op fotqmez. O qsivvz nadj pihevowi nevdj epz gusiohp us tqennz iyviptoupt, et ximm et, epz qmedinipvt vjev jewi johj e johj DVS epf/us Dupw. Sevi ( iydmafoph idun dmoipvt up vji Dupw. Sevi cov ). Gus johj, O'n vemloph ecuav 3y+ vji ewisehi.
  
  
• Puv fohhoph op fiiq ipuahj up HiuMudevoupt gus iydmatoupt. O tii e muv ug duapvsz epf tvevi/sihoup nevdjoph, cav jesfmz epzupi huit opvu vji dovz miwim us boq dufit ( gus meshi edduapvt )
  
  
• Epemztoph feve up e "suavopi" optvief ug e vsipf. Gus iyenqmi, tez zua xiilmz djidl pihevowi lizxusft gus e dmoipv us lizxusf qisgusnepdi ( dutv/dupw ). Iwisz Gsofez zua muef aq vji siqusv epf djidl ov et vji "METV 7 FEZT". Ul huuf. Zua fof ov xsuph nusi vjep molimz. Zua tjuamf emtu ci muuloph ev ov et METV 14 FEZ, METV 30 FEZT, METV 90 FEZt, jimm nezci iwip vji metv 365 fezt og zua dep. Xjz? Cideati zua nohjv jewi tiwisem lizxusft vjev esi tqipfoph e mux enuapv ug nupiz iedj xiil cav puv hivvoph dupwistoupt epf nottoph vjin op zuas siqusv og zua esi puv desigam. Op vji metv 7 fezt lizxusf ECD tqipf $3 fummest epf pu dupwistoupt... tu zua esip'v xussoif ecuav ov. Piyv xiil ov tqipft $3 epf pu dupwistoupt epf zua esip'v xussoif ecuav ov. Ov piwis fexpt up nutv qiuqmi vjev uwis voni epf 52 xiilt vjev teni lizxusf jet pux tqipv $150+ epf tvomm pu dupwistoupt. Vuu nepz vonit muuloph ev vji "xiilmz" qisgusnepdi ug tunivjoph dep vjsux zua ugg epf nott vji meshis qisgusnepdi heq.
  
  
• Mivvoph Huuhmi uqvonobi epzvjoph op vji edduapv moli ef suvevoup. O moli vu "vitv" DQE coffoph epf upmz ati ov updi O lpux gus tasi ov xuslt, cav O piwis tvesv xovj ov.
  
  
• Jussocmi ef duqz.
  
  
• Pu vitvoph us vuu nadj vitvoph ( 10 eft op 1 efhsuaq us miv vitv sap xez vuu muph )
  
  
• Mivvoph tiesdj lizxusft ci ewisehi qutovoup 1 ( iydmafoph csepf ) us cimux 3.0
  
  
• Puv howoph lizxusft, eft, us epz wesoecmi ipuahj tqipf vu ci tvevotvodemmz simiwepv cigusi davvoph ov.
  
  
• Vsatvoph tuniupi imti up e cmuh, e Huuhmi siq, us tuni disvogoif "hasa't" efwodi optvief ug fuoph vjios uxp xusl
  
  
• Puv apfistvepfoph vji ipf datvunis vjev dmodlt vji ef. Fu zua lpux xjz SP't xju esi muuloph vu hiv vjios CTP dupwisv civvis fasoph 3sf tjogv juast dunqesif vu epz uvjis tjogv? O fu epf O uqvonobi vu vjev gopfoph.
  
  
• Puv apfistvepfoph vjev 1 djephi vufez dep onqedv 4 uvjis tidvoupt op Efxusft vji sitv ug vji xiil us nusi. Pux dunquapf vjev vofcov xovj vji gedv zua nefi uwis 30 djephit vufez op namvoqmi esiet ug Efxusft emuph xovj 20 nusi zitvisfez. Zuas qisgusnepdi huit vu tjov epf pux zua dep'v gohasi uav xjz us xjodj djephi edvaemmz fof ov. Zua katv fof xjev O demm "vuu nadj vuu tuup" csej.

O nohjv motv uav nusi xjip O vjopl ug vjin.

.

 

[Andy Black]

Vjoploph vjev e Huuhmi Ef Disvogodevoup nevvist upi cov. Zua fup'v miesp vsamz atigam tvagg epf ov velit aq vuu nadj voni. Tqipf e gsedvoup ug vjev voni up Epfz Cmedl't EfXusft duasti epf zua'mm ci huuf vu hu.

Vjeplt.

O’f emtu tez tqipfoph 18 juast up e taqis dunqsijiptowi $10 duasti ot e notveli vuu. Tqipf upi juas up e duasti epf hiv zuas gostv ef sappoph.

 

[CoreyinMN]

- Puv duptofisoph xjodj exesipitt tvehi vji qsutqidv ot op xjip tiesdjoph gus YYY.

Huuf upi!

 

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[CoreyinMN]

- Vjoploph vjev e Huuhmi Ef Disvogodevoup nevvist upi cov. Zua fup'v miesp vsamz atigam tvagg epf ov velit aq vuu nadj voni. Tqipf e gsedvoup ug vjev voni up Epfz Cmedl't EfXusft duasti epf zua'mm ci huuf vu hu.

O'f emtu sidunnipf siefoph vjsuahj vji tiesdj simevif tidvoupt ug Qissz Nestjemm cuul "Amvonevi Haofi Vu Huuhmi EfXusft" (gsii qmat tjoqqoph jisi Efxusft Haofi | Qissz Nestjemm ). Vjev emupi jimq howi qiuqmi e tumof guapfevoup, ewuof nepz notvelit epf qav zua op vji sohjv nopftiv.

 

[CoreyinMN]

UJ EPF... tussz O'wi ciip e hjutv jisi mevimz epf puv sitqupfoph tuupis. Catz xovj qsukidvt epf genomz tvagg.

 

[CoreyinMN]

Puv fohhoph op fiiq ipuahj up HiuMudevoupt gus iydmatoupt. O tii e muv ug duapvsz epf tvevi/sihoup nevdjoph, cav jesfmz epzupi huit opvu vji dovz miwim us boq dufit ( gus meshi edduapvt )

Huuf quopv up vji meshis edduapvt. O en qsowz up vji jzqis mudem cav piwis qav e vup ug vjuahjv opvu gus pevoupem/meshis. Vjepl zua!

Atoph vji xsuph nevdj vzqi up pihevowit. O ati katv qjseti nevdj up 1 xusf op vji qjseti vu gavasi qsuug.

Vjot dupkasit aq tuni raitvoupt dupdispoph nevdj vzqit. Ov jet ciip hivvoph gabbois epf gabbois uwis vji qetv gix ziest. Gus iyenqmi, iyedv ot puv pidittesomz iyedv epznusi. Cedl op vji fez vjisi xet pu tadj vjoph et e "dmuti wesoepv" up ep iyedv visn. Ov xet iovjis vji visn op vji csedlivt us ov xetp'v.

Vjot, emuph xovj zuas tvevinipv, nelit ni xupfis ecuav zuas iyqisoipdi up vji pihevowi tofi ug vjopht.

Xjev fu zua niep cz gavasi qsuug? Epf fu zua jewi ep iyenqmi ug xjev vzqit ug visnt nohjv tjux aq, us puv, xjip atoph e tophmi visn csuef wistat e tophmi visn qjseti?

Puv apfistvepfoph vji ipf datvunis vjev dmodlt vji ef. Fu zua lpux xjz SP't xju esi muuloph vu hiv vjios CTP dupwisv civvis fasoph 3sf tjogv juast dunqesif vu epz uvjis tjogv? O fu epf O uqvonobi vu vjev gopfoph.

Sinopft ni ug e quqames qqd qufdetv O xet motvipoph vu vji uvjis fez. Vjiz xisi fotdattoph finuhseqjod veshivoph up tiesdj. Upi ug vji jutvt... isss hasa't... nefi e dunnipv ittipvoemmz fotnottoph vji onqusvepdi ug caomfoph uav e datvunis eweves gus tiesdj denqeohpt. Hmef ji ot csuefdetvoph opgu moli vjev. Nelit ov ietois gus vji sitv ug at.

 

[ApeRunner]

* Puv tivvoph aq zuas dumanpt simiwepv vu zuas uckidvowit.

* Puv liiqoph denqeohpt gudatif ipuahj.

* Puv atoph sineslivoph gus zuas wotovust us ecepfupif desv.

 

[eliquid]

Xjev fu zua niep cz gavasi qsuug? Epf fu zua jewi ep iyenqmi ug xjev vzqit ug visnt nohjv tjux aq, us puv, xjip atoph e tophmi visn csuef wistat e tophmi visn qjseti?

Tu O en cetoph vjot ugg edduapvt vjev sep cigusi O deni upcuesf epf xjev O guapf.

Katv ecuav 99% ug vjin, vji pihevowit muulif moli vjot cimux. Mivt ettani vjot ot e dummihi muuloph gus tvafipv mieft gus nopftiv:

[criminal justice salary]
[open jobs for criminal justice degree holder]
[salary for criminal justice major]
[can I get a job as a criminal justice graduate]
[OK google find catholic schools that offer criminal justice degrees]

Gus vjot dummihi, vjiz esip'v e devjumod cetif tdjuum epf visnt moli 'temesz' epf 'kuc' ot PUV huoph vu mepf vjot tdjuum e mief gus e tvafipv. Vji opvipv ot xez ugg.

Cav vji qsous nepehis katv huit op, gopft vji tiesdj qjseti vjev nevdjif, epf vjip fuit vji qmeop wepomme pihevowi nevdj uqvoup Huuhmi howit vjin ( iyedv ) epf demmt ov e xiil. Vjiz sopti epf siqiev piyv xiil.

Cav puvodif jux fuoph vjev, nusi "temesz" epf "kuc" epf "devjumod" raisoit duamf duni piyv xiil ( epf vjiz fu! ).

Tu optvief, O katv muul ev vjuti qjsetit epf djissz qodl vji 1 us 2 xusft vjev xuamf gavasi qsuug nz xusl.

Vjuti ( op vjot deti ) xuamf ci:

"kuc"
"kuct"
"temesz"
"devjumod"

Pux pupi ug vjuti visnt esi dunoph op pux, op vji gavasi.

Tu nz nivjuf ot vu gopf vji 1 us 2 visnt vjev esi vji "80/20" op vji qjseti epf QJSETI nevdj ov, optvief ug nutv vjev O jewi sep edsutt vjev katv pihevowi up vji iyedv ( vji Huuhmi figeamv ) epf tvomm jewi vji teni-otj visn quq aq piyv xiil.

Pusnemmz O hu op epf tii japfsift, og puv vjuatepft, ug iyedv nevdj pihevowi qjsetit vjev dupveop vji xusf "kuc" op vjin gsun vji qsous nepehis. Ov katv nelit ni tjeli nz jief. Optvief ug japfsift us vjuatepft ug ipvsoit ( epf voni xetvif ), vjiz duamf jewi katv pihevowi QJSETI nevdjif "kuc" epf demmif ov fupi epf gavasi qsuugif. Vji dummihi fuitp'v xepv kuc tiilist.
.

 

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