Breaking Down Your Top 7 Google Ads Mistakes

We understand how budget conscious our firms can be. There is a desire to try and manage your digital marketing on your own, and we understand how working with an agency can seem like an unnecessary expense.

That said, digital marketing can be quite complex. Google Ads or PPC campaigns, often appear easy but can be quite costly – particularly when mistakes are made.

Below are the top 7 mistakes we see our clients make with their campaigns before they have our team manager their account:

Improper Use of Keywords

Keywords in your Google Ads and PPC campaigns are truly a carefully-crafted science. Items such as negative keywords and broad match keywords will benefit your campaign, but most novices are unaware of how to use the precise language needed for success. The wrong wording can limit your ad display or waste your dollars by appearing to a person who does not need your services.
Crafting Poor or Generic Ad Copy

Yes, you appeared at the top of Google, but does your ad clearly explain your legal services and/or why someone should hire you? Take the time to explain how you can help or why a client should hire you over someone else. It’s a short character count, so careful wording to make the most of the text is critical.
Ignoring the Design of Your Landing Page

You don’t always need to use a landing page for your ads. A page of your website is often encouraged for many reasons. That said, if either your landing page or website look cluttered, outdated, confusing, or lacking contact options, the potential client is very likely to leave without contacting your firm.
Casting Too Wide or Too Small a Geographic Net

Where your ad appears is not always as simple as where your office is located. Expanding to your county rather than just your city may lead to a stronger campaign, but it can be too costly to attempt. A true PPC specialist can help you pinpoint the best radius for your ads in order to maximize your ROI.
Not Tracking Your Conversions

All too often, clients think that the calls coming in to their firm will be enough to gauge if their campaign was a success. Instead, you need the precise information from Google Analytics and other tools to truly track the efficacy of your campaign – especially if you’re running more than one campaign. Remember: a lack of calls may be a sign of a poor campaign – not that you need to give up on Google Ads.
Relying Only on Google’s Budget Estimate

Google’s ad spend recommendations are a good ballpark to keep in mind when creating your campaign. That said, PaperStreet’s team has found that it’s often the case that you can have a successful campaign at a lower price than Google’s suggestions. Thus, before you spend more money than you need to, check with an experienced PPC specialist to determine the proper budget.
Over-Reliance on Google’s Campaign Recommendations

Like #6, While Google’s campaign recommendations can be helpful, the end goal of most of their recommendations is to make Google more money. Some recommendations, like adding search partners, can drive more, less expensive clicks, but those clicks are frequently spam traffic. An experienced Google Ads expert can help discern which recommendations, if any, can benefit your specific campaign and goals.