Not Using Conversion Tracking

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Without conversion tracking, you cannot measure the real success of your campaigns or identify which ads and keywords generate leads or sales. Many advertisers either fail to set up tracking or use it improperly.

How to avoid:

Set up Google Ads conversion tracking for actions like purchases, signups, phone calls, or downloads

Integrate Google Analytics with Google Ads for deeper insights

Use goal tracking to monitor micro-conversions and macro-conversions

Regularly analyze data and adjust bids and budgets accordingly

Conversion tracking allows data-driven decisions to improve ROI.

6. Overlooking Negative Keywords
Ignoring negative keywords is a costly mistake. Without them, your ads may show on irrelevant searches, leading to wasted clicks and budget.

Examples:

If you sell premium software, add negative canada mobile database keywords like “free” or “open source”

For a car dealership, exclude searches for “car repair” or “used cars” if not relevant

How to avoid:
Continuously analyze search terms reports to identify irrelevant queries and add them as negative keywords. This keeps your ads focused on high-intent audiences.

7. Setting and Forgetting Campaigns
Many advertisers launch Google Ads campaigns and then rarely check them, expecting results to flow automatically. However, digital advertising requires ongoing management.

How to avoid:

Monitor key metrics like CTR, CPC, conversion rate, and quality score regularly

Pause or adjust underperforming ads and keywords

Refine targeting based on data (location, device, time of day)

Experiment with bid strategies and budget allocations

Keep testing new ad copy and landing pages

Consistent optimization keeps your campaigns efficient and competitive.

8. Ignoring Audience Targeting Options
Google Ads offers powerful audience targeting features such as remarketing, in-market audiences, and custom intent audiences. Ignoring these limits campaign precision and potential ROI.

How to avoid:

Set up remarketing campaigns to target users who have visited your site but didn’t convert

Use in-market audiences to reach users actively researching products like yours

Explore customer match by uploading email lists for highly targeted campaigns

Leveraging audience targeting can lower CPCs and increase conversions by focusing on users with higher purchase intent.