Google Ads is a powerful tool for businesses in Edmonton to reach new customers, increase visibility, and boost sales. However, if not managed correctly, it can quickly become a drain on your budget without delivering the desired results. Many businesses, especially those managing their campaigns without expert guidance, fall into common traps that hinder their success.

Most common mistakes Edmonton businesses make in Google Ads management

In this blog, we’ll walk you through some of the most common mistakes Edmonton businesses make in Google Ads management and how you can avoid them to maximize your ad campaign’s effectiveness.

1. Not Defining Clear Goals for Your Campaigns

One of the biggest mistakes businesses make when starting with Google Ads is not having clear, specific goals for their campaigns. Without a defined objective, your campaign may not deliver the results you want because you’re unsure of what success looks like.

Solution:

Before launching your Google Ads campaign, identify what you want to achieve. Are you aiming for more website traffic, increased product sales, or generating leads? By setting clear goals, you can tailor your campaigns, choose the right keywords, and create ads that align with those objectives.

2. Using Too Many Broad Keywords

While it might seem like a good idea to target a wide audience by using broad keywords, this approach can lead to irrelevant clicks and wasted ad spend. For example, if you’re a local roofing company in Edmonton and you use a broad keyword like “roofing,” you may attract people searching for roofing companies in other cities or people looking for roofing DIY tips.

Solution:

Use more specific, long-tail keywords that focus on your business and location, such as “roofing company in Edmonton” or “affordable roof repair in Edmonton.” This will help you reach the right audience who are more likely to become paying customers.

3. Ignoring Negative Keywords

Negative keywords are essential for filtering out irrelevant searches that can waste your budget. If you’re not using them, your ads may appear for searches that have nothing to do with your business. For example, if you’re offering professional cleaning services, your ad might show up when someone searches for “DIY cleaning tips” unless you add “DIY” as a negative keyword.

Solution:

Identify irrelevant keywords that don’t align with your business and add them to your negative keyword list. This will prevent your ads from showing up in unrelated searches, ensuring your budget is spent on the right audience.

4. Not Tracking Conversions

A common mistake many Edmonton businesses make is failing to track their Google Ads conversions. Without conversion tracking, it’s impossible to know how many leads, purchases, or actions your ads are driving, making it difficult to assess your campaign’s success.

Solution:

Set up Google Ads conversion tracking to monitor key actions such as form submissions, phone calls, and purchases. This way, you’ll have a clear picture of which ads and keywords are delivering results, and you can adjust your strategy accordingly.

5. Poor Ad Copy

Your ad copy is the first impression potential customers have of your business. Poorly written, unclear, or unconvincing copy can lead to low click-through rates (CTR) and wasted opportunities. If your ad doesn’t grab attention or clearly convey your value, people will scroll right past it.

Solution:

Focus on crafting compelling, clear, and concise ad copy that highlights your unique selling points (USPs). Include a strong call-to-action (CTA) that tells users what to do next, such as “Call today for a free consultation” or “Shop now for exclusive deals.”

6. Not Optimizing Landing Pages

Many businesses make the mistake of directing traffic from their Google Ads to their homepage instead of a specific landing page. This can confuse users and reduce conversions, as your homepage may not provide the exact information they are looking for.

Solution:

Create dedicated landing pages for each ad campaign. Ensure these pages are optimized with the same messaging as your ad and provide clear paths to conversion (such as contact forms or product pages). The more relevant your landing page is to the ad, the higher your chances of converting visitors into customers.

7. Failing to Monitor and Adjust Your Campaigns

Setting up a Google Ads campaign is not a one-time task. A common mistake Edmonton businesses make is launching their campaigns and then forgetting to monitor or optimize them. As a result, they miss opportunities to improve performance or stop campaigns that are draining their budget.

Solution:

Regularly monitor your campaign performance. Look at key metrics like CTR, conversion rate, and Cost-Per-Click (CPC). Use this data to make adjustments, such as tweaking your ad copy, adding new keywords, or pausing underperforming ads. This ongoing optimization is essential for maximizing your ROI.

8. Setting Unrealistic Budgets

Another common issue is setting unrealistic budgets for your Google Ads campaigns. If you set your budget too low, your ads may not reach enough people to be effective. On the other hand, if you overspend without a proper strategy, you could quickly burn through your budget with minimal results.

Solution:

Set a realistic budget based on your business goals, competition, and industry standards. Start with a moderate budget, track your performance, and scale up your spend once you’ve optimized your campaigns for better results. Be patient and avoid expecting overnight success.

9. Not Utilizing Ad Extensions

Ad extensions are additional pieces of information that can be added to your Google Ads, such as your phone number, location, or extra links to important pages. Not using ad extensions means you’re missing out on a chance to make your ad more attractive and informative to potential customers.

Solution:

Use ad extensions to provide more context and encourage more clicks. For example, use a call extension to allow mobile users to call you directly from the ad or a location extension to help customers find your Edmonton-based business. These extensions not only make your ad more helpful but also increase your ad’s visibility and CTR.

10. Focusing Only on Search Network

While Google Search Ads are the most common, focusing solely on search ads can limit your reach. By not exploring other ad networks, like the Google Display Network or YouTube Ads, you might miss opportunities to reach a broader audience in Edmonton and beyond.

Solution:

Diversify your ad strategy by experimenting with Display Ads, YouTube Ads, or Google Shopping Ads if relevant to your business. These networks allow you to reach users across different platforms, helping you expand your brand’s reach and drive more traffic.

Avoiding Google Ads Pitfalls to Maximize Success

Managing a Google Ads campaign can be tricky, but by avoiding these common mistakes, you can significantly improve your results. The key is to have a clear plan, monitor your performance, and continuously optimize your campaigns. Whether you’re a small local business in Edmonton or a larger company looking to expand your reach, properly managing your Google Ads campaigns can help you drive traffic, increase leads, and ultimately grow your business.

If you’re looking for expert help in managing your Google Ads campaigns, Marvel Websites and Digital Marketing is here to guide you every step of the way. Contact us today for a consultation and start getting the most out of your Google Ads investment!