6 Common Reasons For Businesses To Self-Deploy Ineffective Google Ads

6 Common Reasons For Businesses To Self-Deploy Ineffective Google Ads


Google Ads are too expensive, don’t generate conversions, increase revenue, don’t get the desired number of clicks, etc. The above problems are present in many businesses when implementing Google advertising activities.

So what is the reason for the same solution for them?

Let me find out details in the following article.

Not Knowledgeable About The Tool

Enterprises always think that implementing Google Ads by themselves will always save more when outsourcing.

That is absolutely true.

But only when businesses have the ability and knowledge to successfully apply Google’s advertising tools and have a lot of experience in implementing. However, I often see the following:

[+]   Self-learning about deployment:

This way is applied by many small businesses. This is completely possible when there is currently no shortage of prestigious classes on Google Ads.

However, due to the lack of experience as well as the dispersion of time for other jobs, businesses will need a lot of time and money to be able to do it efficiently and cost-effectively.

[+]   Hiring people to work:

More feasible but still limited when businesses often hire executives with 1-2 years of experience, lack of experience in the industry, products as well as specialized optimization skills. The better personnel will cost more and be difficult to recruit.

Therefore, Google Ads campaigns of businesses, when receiving and consulting with me, often encounter many of the following technical errors:

Don’t Use Negative Keywords

Quite a lot of businesses are still having this error when their account is checked.

In addition, many businesses have done this step but not thoroughly, only apply the negative key once at account setup then no more.

The addition of negative keys should be added and checked almost daily.

The main reason is that, according to Google statistics, 15% of daily search queries on Google are brand new words that have never been searched.

Moreover, no one can be sure that the user will search for the exact phrase, so there will be a lot of unwanted queries biting your ad money, costing you more money.

Lack Of Extensions

According to 1 statistic, having extensions in the ad will increase the click-through rate of ads by 15%, a not small number.

Missing or incorrectly setting up the extension will reduce the effectiveness of the ad, decrease the quality score and increase costs.

Unsuitable Advertising Message

For example, a customer searches for an “old air purifier” but your ad content can only return with general content. Like “Genuine, affordable air purifiers”, it is still not as effective as the advertising content that correctly targets a user’s need to buy a used air purifier.

Moreover, the failure to grasp customer insights and each group of keywords will cause businesses to create general advertising templates, thereby reducing efficiency in running ads.


Misidentifying The Ad Geographical Location

It seems difficult to be wrong, but many businesses still make this mistake.

Optimize Ads For Mobile Devices

More than 63% of ad spend is on mobile devices. Therefore, optimizing ads for mobile devices is a must. However, not many businesses notice this.

With mobile devices, businesses need to optimize advertising for the following three basic factors:

[+]   Ad content fully displayed on the phone screen.

[+]   Have suitable extensions, especially call extensions.

[+]   Landing page mobile-friendly.

Landing Page Did Not Match

Landing pages are an important part of calculating the quality score of your ad.

In many cases, I have encountered a situation where the landing page was extremely sketchy, lacked product information, price, and especially CTA.

The landing page for ads needs to ensure the following basic criteria:

[+]   Solve user insight

[+]   Have a reasonable call to action

No A/B Testing

Google itself has recommended that when doing Google Ads, businesses should have 3-5 different ad templates to check which one is most effective.

However, if you do well-written Google Ads advertising, the ad content is not the only thing you need to test.

Setting up keywords, targeting, geolocation, landing page, etc. all require evaluation and testing.

If the business only stops with the initial statements, it is difficult to optimize advertising effectively.

Don’t Have A Clear Goal For Your Campaign

Doing advertising with the goal of increasing brand awareness will make a big difference compared to increasing leads, increasing conversions, or selling.

However, in the practical implementation of consulting, I realize that many businesses lack a clear goal from the very beginning.

Most businesses just hope that advertising will help them increase revenue and profit immediately. This is completely understandable when it is the desire of every business.

However, in each specific period and with each specific product or industry, an enterprise needs a different goal.

No Keyword Analysis

Keywords are central to every search ad campaign.

Poor keyword analysis and research will affect the quality of your ad campaign in the future.

Example: A customer wants to search for the product: “iPhone 7 plus red 128GB” but you do the advertising content for the product “iPhone 7 plus” but not specify the color and capacity.

Next, the landing page returned is “Red iPhone 7plus” or “iPhone 7 plus 128GB”. Both of these results are inconsistent with the needs the customer is looking for, leading to them being more likely to act back when they can’t find what they need.

So, keyword analysis needs to ensure two factors:

[+]   Analyzing all the search needs of customers

[+]   Categorized into conversion keywords and informational keywords

However, to know exactly which keywords are converting, you still need to test your ad for a while with a large enough denominator. There are times when the informational keywords, the Q&A queries can still convert.

The inadequate private-key analysis will often lead to the following mistakes that make your advertising campaigns ineffective:

[+]   Only advertise for brand keywords, hotkeys

[+]   Advertise for too many keywords

Only Advertise For Brand Keywords, Hotkeys

Only advertising for brand keywords, hotkeys will make businesses miss the keys with high conversion.

So keyword research with the right setup is very important to optimize advertising effectiveness.

Advertise For Too Many Irrelevant Keywords

In addition to inadequate keyword analysis, using broad matches, not regularly monitoring negative keywords is the main cause for this problem.

This is causing businesses to spend advertising money on irrelevant keywords, non-business product keywords, keywords that don’t convert, etc.

Businesses should use the keyword negative function to remove inappropriate keywords.


No Remarketing Campaigns

Remarketing is a form of advertising suitable for all goals of the business. Whether it is increasing brand awareness, increasing reputation for products and services, increasing conversions, increasing sales.

Moreover, one advantage of Remarketing is the optimization in terms of cost.

Not only combined with Google Ads but Remarketing should also be combined with every other advertising campaign. To not waste traffic on your site (including traffic sources from SEO).

Don’t Measure Conversions, Misrepresent Conversion Goals

How is your business evaluating the effectiveness of your advertising? Clicks, impressions, cost per click? Or more deeply in fashion, the bounce rate?

However, all the above parameters do not clearly show the true effectiveness of the ad.

Your ad’s effectiveness needs to be measured by your business’s valuable actions, through the conversion settings.

Product page ads, for example, can be measured by purchases. For products and services that need consulting, it is filling forms, calling hotlines, chatting with counselors, etc.

These actions all directly contribute to the business’s revenue growth. Therefore, businesses will calculate metrics such as ROI (rate of return on investment) or ROAS (rate of return on ad spend). From there, it is clear that advertising is effective and beneficial to the business.

Not measuring conversions like walking in fog without holding the lights. You will not know what is ahead, so keep going, stop or turn around to find the other direction. Blindness in determining the effect will lead to the wrong decision.

Only Focus On TOP 1 Position

What businesses really need to focus on is optimal ROI, ROAS performance, not the Top 1 position.

Top 1 can bring you more traffic, but not sure more conversions.

And in my experience, determining the order of the ad is not entirely dependent on the bid. But if you want a higher position, the business will usually have to pay more costs.

Cost more, the conversion rate is unlikely to be higher. Causes a lot of business cases to try to be at the top a lot. But the profits are worse when advertising in the Top 3, 4 positions.

According to 1 statistics of Hallam, more than 50,000 impressions of their ads, the average position 3 – 4 generates the most profits. The closer it is to position 1.2, the more business profits will decrease.



I understand that it is not easy to make effective advertising, optimize cost and bring benefits to the business.

The above are just the basic and most common reasons for the poor implementation of Google Ads ads at businesses.

Hopefully, after the above article, you can partly improve the effectiveness of the campaigns you are implementing.

Read more related articles:

How To Increase Conversion Rate By 500% For Landing Page

6 Misunderstandings About Chatbot That Businesses Often Make

Social Media – The Marketing Key For Mobile App


  1. […] I’m sure that they tried pretty much everything imaginable such as: Facebook Ads, Bing Ads, Google Ads, YouTube, Surveys, eCom, Dropshipping, […]

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