As we mentioned in our previous post, it is difficult to follow Google Ads strategies. We’ve put together common mishaps to help marketers tackle misconceptions and underperformance.


If you came across this post without having reviewed the first set of the series, be sure to review “ What not to do in PPC Part I ”.

Investing without strategy

Like all tasks in life, it is essential to have a goal in mind to structure your campaigns accordingly. What does it mean to “perform well”? Over the years, the common Google Ads goals we’ve seen include:


Store visits

Brand awareness

Lead Generation

Knowing which goal is most important to you will help you identify where to allocate your budget and plan the next steps as the data arrives.

Group devices

It’s always important to separate your mobile campaigns from your computer’s traffic. As mobile search increases, you must monitor and adjust this separately from your web campaigns. That way, you can make changes to the devices you want and the results each one is providing.

Call-only ad

Call-only ad
Call-only ad

Expanded text ad for the search network

Expanded text ad for search network
Expanded text ad for search network

Forget telling users what to do

A CTA or call to action is a “command” phrase that says what action to take.

We all know that users are overwhelmed with content, so how and why are these little phrases so important?

One of the reasons why it is so effective is because it motivates and simplifies the steps they must take, once they get in touch with your product or service. If they are experiencing any doubts, a strong call to action can make them feel that it is a simple solution.

Also, CTAs have become an industry-standard because consumers are waiting for them at the end of a page, pitch, or ad. Have you ever read an ad and thought “Now what do I do?” It is very satisfying to have that thought and to have the marketer providing the answer to that. Omitting them entirely or not thinking about them too much can create confusion in the user experience.

Stop monitoring

Allah! You managed a little witchcraft and set up good-performing campaigns. You are ready to sit and relax, right?

No. As we mentioned in our previous post, the Google Ads industry is constantly evolving, which means that campaign management is as well. Stopping monitoring your campaigns is not something you can afford to do. This is another reason why many hire agencies. It is not just about getting a good campaign, but also about maintaining it. So, what are the things you can look for when you take your eyes off the ball:

Monitor your budgets. Don’t let your successful campaigns run out of money while others still have money left over.

Align your website with industry standards. Your ads can perform until the cows come home, but if your site doesn’t comply, you may find people abandoning it.

Note these negative keywords. Not everything is positive. You must make sure to block irrelevant searches for your benefit.

Use geo-targeting if it’s part of your goal.

Any of the points mentioned in Part I or above will be extremely useful for creating quality ad campaigns on any network. If you’re interested in having someone else manage these campaigns for you, feel free to contact a Fator Digital strategist to learn more about how to make this happen.

Digital Factor

We differentiate ourselves in the market by not promoting the traditional model of agency, which proposes to be only restless or disruptive. Our proposal is to help companies to succeed online through efficient digital marketing actions.

We believe in delivering solutions, not services. We sell value, not time. That is why we believe in strategies with a center on results that can be quantified and qualified.

We like data, how things connect, even when they seem so far away. We believe only in data

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