The Dos and Don’ts of Google Ads Campaigns
Google Ads can be a powerful tool to drive traffic, generate leads, and increase sales. However, if you’re not careful, it’s easy to burn through your ad budget without getting the results you’re after. I’ve learned through experience that running successful campaigns takes more than just a catchy headline. So, let’s dive into the key dos and don’ts that will help you get the most out of your Google Ads campaigns.
The Dos of Effective Google Ads Campaigns
1. Do Clearly Define Your Goals
Before setting up your campaign, I always recommend clearly defining your goals. Are you looking to boost sales, increase website traffic, or generate leads? Knowing exactly what you’re aiming for will help you set the right campaign type, budget, and bidding strategy.
2. Do Thorough Keyword Research
Keywords are the backbone of your Google Ads campaigns. Using tools like Google’s Keyword Planner and other keyword research tools can help identify relevant, high-performing keywords. I suggest targeting a mix of short-tail and long-tail keywords. While short-tail keywords typically have higher search volumes, long-tail keywords can offer higher conversion rates due to their specificity and intent.
3. Do Write Compelling Ad Copy
Your ad copy has mere seconds to grab attention. I recommend crafting headlines and descriptions that clearly communicate value, use persuasive language, and include a strong call-to-action (CTA). Don’t forget to highlight your unique selling points and promotions to stand out from competitors.
4. Do Optimise Your Landing Page
Getting clicks on your ads is only half the battle—your landing page needs to convert visitors into leads or customers. Make sure your landing page is relevant to your ad copy, loads quickly, is mobile-friendly, and has a clear, compelling CTA. From my experience, relevance and clear messaging significantly improve the quality score, leading to lower costs per click and higher conversion rates.
5. Do Set Up Conversion Tracking
Tracking conversions is essential to understanding your campaign’s performance. Setting up conversion tracking in Google Ads helps you identify which keywords, ads, and landing pages are working best. Over time, this data allows you to make informed decisions, optimising your campaigns for better ROI.
6. Do Regularly Review and Optimise Your Campaigns
Google Ads isn’t a “set it and forget it” platform. Regular monitoring, analysis, and optimisation are key to maintaining successful campaigns. I recommend setting aside time weekly or fortnightly to review your campaign performance, tweak bids, pause underperforming keywords, and test new ad variations.
The Don’ts of Google Ads Campaigns
1. Don’t Use Broad Match Keywords Without Caution
Broad match keywords can quickly burn through your budget by triggering irrelevant searches. I’ve seen campaigns waste significant money because of poorly managed broad match keywords. If you decide to use broad match, make sure you regularly check search terms reports and add negative keywords to prevent irrelevant clicks.
2. Don’t Ignore Negative Keywords
Speaking of negative keywords, don’t underestimate their power. Negative keywords help you filter out irrelevant traffic, reducing wasted ad spend. Regularly reviewing search term reports and adding negative keywords will greatly improve your campaign’s efficiency.
3. Don’t Send All Ads to Your Homepage
Sending users to your homepage rather than a targeted landing page is a common mistake I’ve observed. Visitors expect to land on a page relevant to their search query. By creating dedicated landing pages that match your ads, you significantly increase your chance of conversions.
4. Don’t Neglect Mobile Users
With a growing number of searches performed on mobile devices in New Zealand, optimising your ads and landing pages for mobile is no longer optional—it’s essential. Ensure your landing pages load quickly, content is easily readable on mobile devices, and CTAs are easy to click.
5. Don’t Set It and Forget It
As mentioned earlier, campaigns require consistent attention and optimisation. Ignoring your campaigns for long periods can quickly lead to wasted ad spend and missed opportunities. Check regularly, adjust bids, test new ads, and stay informed about Google Ads updates and best practices.
6. Don’t Forget About Ad Extensions
Ad extensions improve the visibility and clickability of your ads. Extensions like sitelinks, callouts, structured snippets, and call extensions not only enhance your ad’s appearance but also increase ad relevance and performance. Don’t miss out on this easy way to boost your CTR and conversions.
Running successful Google Ads campaigns is all about staying informed, proactive, and responsive. By following these dos and avoiding common don’ts, you’ll maximise your ad spend, generate more leads and sales, and ultimately grow your business online.
