Using Google Ads can get your business in front of the right people at the right time. It has many features and controls for custom campaigns. But many advertisers waste their budget without knowing it.
This article outlines some common mistakes that can mean you waste your Google Ads spend. By knowing these you can focus and redirect your resources to maximise profit.
Takeaways
- Don’t waste by avoiding these mistakes.
- Monitor your campaigns.
- Use settings to get better results.
5 Ways You’re Wasting Money in Google Ads (+How to Avoid It)
1. Accidentally Using the Google Display Network
In a typical Google Ads search campaign ads show when a user searches on Google. But these ads can also show on other platforms, the Google Display Network. This network is big but often delivers higher costs and lower results especially if used alongside a search campaign without proper management.
The Google Display Network includes many sites where ads won’t target your intended audience. By default campaigns will include this network. To get optimal results and budget efficiency disable this setting in the campaign settings. If you need to use display ads create separate campaigns for better control and results.
Fix
To fix, go to the campaign settings in Google Ads and disable the Google Display Network for search campaigns. Allocate resources to custom display campaigns to keep ads relevant and cost effective.
2. Ignoring Search Partner Network Results
Google’s Search Partner Network is an additional place for ads to show beyond direct Google searches. Results will vary depending on industry and campaign. Some campaigns will benefit from this network, others won’t.
Many campaigns have the Search Partner Network enabled by default. Test it over time to see if it’s good for your ads. Regular performance checks will help you decide to leave it on or turn it off in the campaign settings.
Fix
Review campaign performance across networks. If specific campaigns are underperforming on the Search Partner Network turn it off by modifying the campaign setting. Monitor gains and costs to make informed decisions.
3. Not looking at device performance
Devices matter in ad performance, some will perform better or worse than others. Desktop, mobile and tablets have different user behaviour. Campaigns won’t deliver expected results just because certain devices aren’t converting as well.
By regularly reviewing device performance reports advertisers can identify underperforming devices and adjust their approach. This includes using bid modifiers or adjusting bid strategies to optimise device specific traffic.
Fix
Look at device performance in the “Devices” report in Google Ads. Adjust bids or exclude underperforming devices using negative bid modifiers. Regularly review device metrics to ensure ad spend is optimised.
4. Spending on low traffic, low performing keywords
Keywords that get very little traffic and no conversions can cause subtle budget leaks over time. These keywords won’t get regular reviews but their cumulative cost can add up to a lot of waste.
To avoid this, expanding the keyword review period beyond the usual few months is key. This will help you identify keywords that are not showing up in shorter time frames.
Fix
Review keywords for 6 months or more to find low impact terms. Regularly refine your keyword lists, focus resources on high converting keywords and remove or pause low engaging and converting terms.
5. Not using negative keywords effectively
Negative keywords help prevent ads from showing in irrelevant searches and save budget. Google’s update to match types has broadened keyword matching so negative keywords are even more important to filter out unwanted traffic.
By regularly reviewing search queries you can identify irrelevant terms and add them as negative keywords. This will ensure ads are targeting a more relevant audience aligned to the campaign goals.
Fix
Use the search term report to find non converting queries. Add these as negative keywords at the campaign or ad group level. Regularly run N-Gram analysis to find recurring non effective terms in search queries and adjust your strategy to focus on efficient targeting.
Review and adjust these areas in Google Ads and you’ll waste less ad spend and get better campaign performance. Focus on these and your budget will deliver better conversion results.
Don’t Waste Your Budget with Google Ads
There are many common mistakes that can cost you unnecessary in Google Ads. Find them and you’ll get better ROI. Instead of wasting budget optimise your Google ads by targeting and monitoring. Use effective marketing tactics and your resources will be used efficiently and get better performance.
FAQs
How do I avoid financial loss in Google Ads campaigns?
Google Ads campaigns require careful planning and execution. Advertisers should target their audience precisely and not use broad keywords that will burn budget without results. Using negative keywords to filter out unwanted traffic will also help conserve resources and increase ad relevance.
How do I get better ROI from Google Ads?
You can get better ROI from Google Ads by trying and refining ad copy to make sure it resonates with your audience. Also using conversion tracking will give you insight on what’s working and what’s not so you can make informed decisions.
Why is my Google Ads spend going over budget?
If your Google Ads spend is more than expected it could be because broad keyword matches are getting clicks that aren’t converting to sales. You should review settings regularly to make sure the campaigns are aligned to your budget and adjust the bidding strategy accordingly.
Can I get good results from a £5 daily budget?
While a £5 daily budget is very restrictive, it can still work with the right approach. Prioritise high intent keywords and optimise for the most profitable time of day and you can make the most of a small budget. But broader campaigns will require more budget to have an impact.
What to do if Google Ads aren’t financially viable?
If Google Ads campaigns aren’t delivering the expected financial results do a thorough audit. This includes reviewing keyword performance, ad copy, landing page quality. Try adjusting targeting parameters and bidding strategies too.
How do I review and modify spend in Google Ads?
Reviewing and modifying Google Ads spend involves closely monitoring performance metrics like click through rates, conversion rates and cost per acquisition. Regularly review these metrics so you can identify areas to improve and apply changes to optimise spend. Use Google Ads built in reporting features to help with this.
Chris Giles Snr built his first client website in 1995 and has remained at the leading edge of web development and SEO ever since. He is a Fellow of The Chartered Institute of Marketing (FCIM).
