6 Google Ad Copy Mistakes To Avoid

Written by neatly.io on 10th May 2019

Google Ads are a complicated and broad field, and it is difficult to get all the things right at once. Having a valid ad copy is a crucial part of any campaign, and any errors can lead to overspending and failure. So, here are 6 Google Ad copy mistakes you should try to avoid:

Not testing the ad copy

Most advertisers would probably agree that testing ad copy is one of the essential steps in creating a successful campaign. There are different copy variables you should consider testing. Headlines are the first thing your potential customer get in contact with, and you want to stand out from the competition, and to clearly convey a message that you wish to send. Your product or service description and call to action need to attract customers to your site and turn to conversions or interested visits without high bounce rates. The best ways to test ad copy is through click-through rate (CTR) and conversion rate (CVR). If you wanted more visits to your site, increased CTR means you succeeded, and if you wanted people to complete actions on your website, you need increased CVR.

Keyword stuffing

Keyword stuffing can get you in some trouble, even though it might be tempting to go that way. That being said, having keywords in your copy is recommended, but only in moderation. The tricky part is utilizing the small amount of space in your ads, to sum up everything you planned to say. The wisest thing to do is to have your potential searchers in mind and to put yourself in their shoes. If you saw an ad completely overstuffed with generic keywords, would you click on it? Probably not. So, take some time to craft a real message using proper sentences, even if you don’t manage to say everything you wanted. Try running multiple ads with different text per group, and see which work best in the end.

Not taking advantage of ad extensions

Even though Google limits the number of characters you could put in one ad, you get several extra options that could help you broaden your coverage. These extensions let you insert additional business info to go along with your ads, such as phone numbers, address, ratings or other links to the webpage. There’s a significant number of popular extensions you could use. With sitelink extensions you can see how many clicks certain pages on your website get, thus getting an insight into your potential customers’ habits and preferences. With callout extensions, you can advertise some additional offers to your customers, like free shipping or discounts. If you use call extensions, your customers will be able to call your business from the ad directly. Seller rating extensions show your business ratings based on user experience. As you can see, extensions are an excellent addition to your ads, and you cannot allow yourself not to take advantage of them.

Missing a call to action

One of the essential things to think about when advertising is having a proper call to action, which maybe has the most significant impact on your ad success.  However, you would be surprised how many ads today lack it, making them rather pointless. By having a call to action, you get to tell your customers what to do next. Bear in mind that they stumbled upon your ad by searching for something, so a little nudge in the right direction can make a big difference in your sales. You could have a fantastic and appealing ad copy, but without that next step, your customers will feel less inclined to explore your website more and will be more likely to move on.

Forgetting negative keywords

Many businesses fail to grasp the importance of negative keywords, right up until the time those keywords start costing them money. Some researches say that almost half of the advertisers don’t use even one negative keyword over a month. So, what are the negative keywords? They those phrases and words you do not want to trigger the add. If someone, for example, you choose the word “free” as a negative keyword, Google will be automatically alerted not to set off your add for any query that contains that word. Thus, forgetting or refusing to compile a negative keywords list could have a devastating impact on your ad, by spending most or all of your budget on irrelevant queries and unqualified leads.

Having only one ad per group

Continuous testing and fine-tuning is one of the most critical aspects of successful Google Ads campaigns, and you will rarely find yourself in a situation where you generate leads and sales from the get-go. That’s why trying different things and ideas is the key to success. One of the most common Google Ads mistakes which many advertisers make is having only one ad variation per group, which can seriously lower conversion rates and increase costs. Without having multiple ad variations per group, you won’t be able to test them out and determine which one of them has a better conversion rate. So, after you have established which ad converts best, it is time to pause the other ones, make a slightly different take on the best add, and continue testing until you hit the jackpot. Usually, it is recommended to have at least three add variations per group.

Source: https://images.ctfassets.net/zw48pl1isxmc/4QYN7VubAAgEAGs0EuWguw/165749ef2fa01c1c004b6a167fd27835/ab-testing.png

Running a successful campaign requires patience, planning, and constant testing. Your main goal should be creating a copy that is both irresistible and effective. Take your time to properly run your ads and avoid mistakes, so that you can generate leads, and make your campaigns sustainable and worthwhile in the long run!


Nevena Popović is PPC and SEO strategist at Sydney based company GWM, with a passion for photography and design. When not working, she’s reading blogs and trying to comprehend the newest digital marketing trends (or watching YouTube… Definitely watching YouTube…).