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Google ad management

Most Common Mistakes in Google Ad Management and How to Avoid Them

Digital Marketing

Google Ads is one of the most powerful tools in the digital marketing toolkit. It offers unmatched visibility, advanced targeting options, and the ability to drive qualified traffic in real-time. However, its effectiveness depends entirely on how well it’s managed. 

When executed strategically, Google Ads can be a lead-generating machine. But – when mismanaged, it can become a money pit, draining budgets with minimal returns. Many businesses invest thousands only to be disappointed, not due to the platform’s shortcomings, but due to avoidable missteps.

Whether you’re managing campaigns in-house or partnering with a Google Ads management company, recognizing and avoiding these pitfalls is crucial. In this guide, we’ll dive deep into the most common Google Ads mistakes and how you can prevent them to improve performance and maximize return on investment (ROI).

Avoid These Google Ads Pitfalls to Maximize Your ROI

Even experienced marketers can fall into common traps when running Google ad management campaigns. These oversights not only drain your advertising budget but can also weaken your campaign’s effectiveness over time. 

Below, we break down the most common errors, along with clear action steps to prevent them.

Using the Wrong Keyword Match Types

The Mistake: Many advertisers, particularly beginners, make the mistake of defaulting to using broad match keywords without fully understanding how Google interprets them. This often results in ads showing for loosely related or entirely irrelevant search queries.

Why It Hurts: Broad match casts a wide net, but it can be too wide, bringing in traffic that doesn’t align with your product or service, which increases costs without resulting in conversions.

How to Avoid It:

  • Understand the differences between broad match, phrase match, and exact match.
  • Use phrase match or exact match to better control who sees your ad.
  • Review your search terms report weekly to identify and exclude irrelevant queries.
  • Continuously adjust match types as your campaign matures.

Ignoring Negative Keywords

The Mistake: Neglecting to set up negative keywords means your ads could show for unqualified searches, such as users looking for free versions, DIY tutorials, or unrelated jobs.

Why It Hurts: Your Pay-per-click (PPC) increases, even with little to no conversions, which also affects your Quality Score and overall return on investment (ROI).

How to Avoid It:

  • Build a strong negative keyword list before launching campaigns.
  • Use insights from search term reports to identify irrelevant queries.
  • Exclude terms like “cheap,” “free,” or “job” if they don’t align with your product or service.
  • Keep refining your list as your data grows.

Neglecting to Test Ad Variations

The Mistake: Many marketers rely on a single version of an ad copy per ad group, which stifles growth and fails to test what resonates most with the audience.

Why It Hurts: Without testing, you limit your ability to improve click-through rates (CTR), conversion rates, and ad relevance.

How to Avoid It:

  • Create multiple ad variations for each ad group (at least 2–3).
  • Experiment with headlines, descriptions, and calls to action (CTAs).
  • Use Responsive Search Ads (RSAs) to test combinations dynamically.
  • Monitor performance and optimize based on real-time data.

Not Setting Up Proper Conversion Tracking

The Mistake: Focusing on impressions or clicks alone while ignoring post-click actions means you’re missing out on the actual performance data.

Why It Hurts: Without conversion tracking, you can’t measure which keywords or ads are driving results, making it impossible to optimize campaigns effectively.

How to Avoid It:

  • Install Google Ads conversion tags on your site.
  • Integrate with Google Analytics 4 (GA4) for deeper user behavior insights.
  • Track macro conversions (purchases, form fills) and micro conversions (time on page, button clicks).
  • Regularly test your tracking to ensure accurate data collection.

Sending Traffic to Poor Landing Pages

The Mistake: A high-performing ad is useless if it leads to a confusing, slow, or off-message landing page.

Why It Hurts: If users don’t find what they expect after clicking, they’ll bounce, which hurts your Quality Score and increases your cost per click.

How to Avoid It:

  • Align your ad copy with the content on your landing page.
  • Use clear headlines, concise value-driven content, and a strong CTA.
  • Optimize for mobile devices, loading speed, and user experience.
  • Run A/B tests to see which page versions convert best.

Overlooking Audience Targeting Features

The Mistake: Many advertisers focus only on keyword targeting and ignore Google Ads’ robust audience-targeting capabilities.

Why It Hurts: You miss out on reaching users based on their behaviors, demographics, or interests, especially those further down the funnel.

How to Avoid It:

  • Use Affinity Audiences, In-Market Segments, and Custom Audiences to hone targeting.
  • Set up remarketing lists to target users who have previously interacted with your site.
  • Use Customer Match to upload your email list and reconnect with leads.
  • Layer audience targeting with keywords for maximum precision.

Relying Too Heavily on Automated Bidding

The Mistake: Jumping into automated bidding (such as Maximize Conversions or Target CPA) too early in a campaign’s lifecycle can backfire.

Why It Hurts: Without enough historical data, Google’s algorithm can’t make informed decisions, leading to inflated CPCs and fewer conversions.

How to Avoid It:

  • Start with manual CPC bidding for new or low-data campaigns.
  • Transition to Enhanced CPC or Target CPA once you gather adequate conversion data.
  • Monitor your metrics closely—automation isn’t a “set and forget” solution.
  • Be ready to switch strategies if performance dips.

Poor Campaign and Ad Group Structure

The Mistake: Combining all keywords and ads in one giant campaign or ad group may seem easy, but it can kill performance and clarity.

Why It Hurts: You lose control over budget allocation, relevance, and performance tracking.

How to Avoid It:

  • Segment campaigns by product, service, location, or audience.
  • Create tightly themed ad groups for keyword relevancy.
  • Use clear naming conventions for easier management.
  • This structure also makes it easier to scale campaigns efficiently.

Not Leveraging Ad Extensions

The Mistake: Many advertisers overlook ad extensions, missing the chance to boost visibility and deliver additional value to potential customers.

Why It Hurts: Without extensions, your ad takes up less space on the SERP, resulting in lower click-through rates (CTR) and lower engagement.

How to Avoid It:

  • Use sitelink extensions to guide users to specific pages.
  • Add callout extensions to highlight key selling points, such as “Same-Day Shipping” or “Free Demo”.
  • Use structured snippet extensions to display service categories or product types.
  • Refresh your extensions periodically to keep them up to date.

Not Monitoring and Optimizing Regularly

The Mistake: Launching a campaign and then going silent for weeks (or months) is one of the costliest errors in Google Ads.

Why It Hurts: Markets change, user behavior evolves, and competitors adjust strategies. Without active management, your campaign will stagnate or deteriorate.

How to Avoid It:

  • Monitor key performance metrics (CTR, CPC, ROAS, Quality Score) weekly.
  • Regularly pause or remove underperforming elements.
  • Continuously test new ads, keywords, and targeting strategies to optimize your results.
  • Review and optimize bidding strategies, landing pages, and ad creatives.

Final Thought: Don’t Just Manage—Optimize for Growth

Google Ads isn’t a “set it and forget it” channel—it demands ongoing attention, testing, and strategic refinement. By understanding and avoiding these common mistakes, you can save significant ad spend, generate better leads, and scale your results over time. Whether you’re new to Google Ads or have years of experience, conducting regular audits using this guide can help you identify areas of improvement and unlock better returns. At Eco York, we specialize in transforming ad spend into revenue with data-driven strategies and dedicated campaign management. With our expert approach, businesses can drive meaningful growth and improved performance in the Google Ads management campaigns. Contact us today to learn more.

Organic SEO

Integrated Search Strategy: Importance & Tips to Implement in 2023

SEO

Online search has become an integral part of the growth strategies of most businesses. Whether it is paid or organic, companies must rely on search to ensure constant, high-quality traffic to their website.

Although businesses understand both organic search and paid search are important, not all companies use the same. Many also believe that an integrated search strategy is too complex. However, with the right approach to leverage integrated search, you can reap immense benefits.

If you wish to know how integrated search can help you improve your online presence, how to grow your revenue, and how you can do it, keep reading.

What is integrated search?

Integrated search is an approach businesses adopt to make their organic SEO and paid campaigns work at their best. If you have a website, the following are the two significant ways you bring traffic to your website:

Organic search

This is where you optimize your website for search engines with top-rated content and other SEO elements. You don’t pay for your websites to rank atop the search engine result page as your SEO efforts ensure that.

Paid search

This is where you pay the search engine to show your advertisements on the search engine result pages. When a user clicks on your advertisement, you pay the search engine for the click.

Most businesses predominantly use either one of the strategies while ignoring the other. However, ideally, businesses must take advantage of both the option to maximize revenue and site footfalls.

What is the importance of an integrated search strategy?

While an integrated search strategy sounds great on paper, how can it help your business? This could be the first question running through your mind.

Here is how it helps your business:

Better marketing results

If you are looking to optimize your marketing efforts by bringing as much traffic as possible to your website. An integrated search strategy helps both SEO and PPC efforts as they positively affect each other. The data you can collect from PPC can be used to make your SEO better.

Improved online visibility

When your website ranks in organic results and in paid searches, it significantly improves your online visibility. Users who regularly see you on both organic and paid searches will start recognizing your brand and services.

They will also understand you when they see your promotions and other marketing campaigns on multiple channels like social media.

This improves your visibility and brand recognition, which is crucial for building trust and bringing revenue.

High-quality traffic

Every business wants to get high-quality traffic that’s easier to convert. Your website receives highly targeted and well-intended search traffic when you have a stronger presence on organic and paid searches.

As users are looking for the services you offer, and when you rank higher on the SERP, you naturally get traffic who already intends to buy from you.

This improves your conversion rate and sales.

Marketing cost reduction

As you keep ranking organically on search engine pages for relevant keywords and bid for relevant keywords in paid campaigns, you cover a huge part of your marketing goal. Therefore, you won’t have to spend a lot of money marketing your services and products elsewhere.

When you bring down your marketing cost, it increases the profitability of your business as marketing is often a huge expense that businesses cannot escape from.

With an intelligent integrated search strategy, you get to increase your revenue without having to spend more.

Better online reputation

Businesses that have a strong online presence tend to get more trust from users. When they keep seeing your brand name in organic and paid searches, they become familiar with your brand and the services they offer.

As a result, when they need a service or product that you offer, they will remember your name. This will make them come to you and buy from you.

With an integrated search strategy, you can create a strong and favorable online reputation that can help you keep growing.

How to build an integrated search strategy

Creating an integrated search strategy is not a walk in the park. You need to be careful with the data you use and the strategy you develop must be tailor-made for your business and website.

Here is how you can make an impressive integrated search strategy that suits your business and industry.

Use PPC data for SEO

One of the best things you can do to create an integrated search strategy is to use your PPC data to learn what the users are looking for. This will help you understand how they are behaving and what they want.

If you are able to drive insights from the data, you can use this to power your SEO efforts, as you already know how your potential audience is responding to similar keywords.

Use SEO data for PPC

What you do with your PPC data can also be done with the SEO data, as well.

The data you can get from the SEO efforts can help you understand how your website and content are doing with the users. How they interact with your landing page and what you are missing, etc.

These insights can be used to create more optimized landing pages for your paid ads and improve conversion, as well.

Cross-channel data and insights

Apart from the data you get from PPC and SEO efforts, you can also gather insights and data from other sources like social media channels, competitor analysis, and other external sources.

The insight can be combined with the information you have gathered from SEO and PPC efforts to make a comprehensive integrated search strategy.

Tips to make the best-integrated search strategy

While creating an integrated search strategy, you need to ensure that you are doing everything correctly to make it work. Here are a few tips to make the strategy work even more efficiently.

Research organic keywords and use PPC to rank

You may not consistently rank for SEO keywords. If the keywords have enough search volume and value, you can use PPC to rank them. This can help you sell more products or services you offer.

Improve your site’s technical SEO for PPC

Technical SEO has a massive role in improving the quality score of your PPC campaigns. A site with better technical SEO can make a huge difference in your SEO and PPC efforts.

You can either hire professional SEO services to help you with technical SEP or do it yourself.

Keep researching SEO and PPC trends

Although many businesses use SEO and PPC for keywords, they often fail to understand the changing nature of users’ searches. Hence, it is important to keep researching SEO and PPC trends in your niche.

This will help you gain more industry insights and make your integrated strategy better.

Conclusion: How Eco York can help you

As a business, you must take full advantage of all the opportunities you have to bring more traffic to your website. Therefore, having a customized strategy to utilize integrated search is crucial. You must combine your organic SEO efforts with paid search to bring as much traffic as possible to your website. However, if you don’t know how you can do that, let Eco York help you.

As an experienced SEO services company, we have profound SEO and pay-per-click services capabilities we can use in your favor. Having already helped hundreds of businesses with our professional SEO and PPC services, we know how to maximize your revenue through intelligence and customized digital marketing solutions.

If you wish to know how our SEO agency can do that, please contact our support team.

PPC Service

Increase E-Commerce Leads with the Best PPC Practices

PPC Management

Pay-per-click, or PPC, is one of the most commonly used paid marketing methods by businesses to get their services and products in front of the audience. This is one of the best ways to attract traffic to a business’ website when organic traffic is hard to get.

Many large eCommerce businesses spend millions of dollars to get traffic to their website. Hence, eCommerce PPC management has become extremely important as these campaigns can be optimized to reduce the cost per acquisition.

If you want to understand how the best PPC practices can bring traffic to your eCommerce website and improve the Return on Investment or ROI, keep reading.

Understanding the basics of PPC for eCommerce

The traffic to your eCommerce website is what determines whether your website is going to sell or not. If you want to drive sales and grow as a top eCommerce business in the world, PPC is something you need to consider.

What is the beauty of PPC is that your campaigns are extremely targeted and value-adding. You present your service or product to the person actively searching for the same online.

In addition, you only pay for the advertisement when a person clicks on it. As a result, you can do a lot of things to ensure that your eCommerce ads bring down the cost-per-click and improve the ROIs.

Best practices for PPC in eCommerce

To ensure that your ad is working out the best for your business in terms of traffic, cost, and relevance, you must always pay attention to the ads. However, there is a strategic approach that you can follow to make sure that your eCommerce ads are working.

Some of the best practices that you can leverage and apply to your own PPC campaigns are as given below:

Target the right audience

The first thing you need to take care of when setting up your PPC campaign is to understand your eCommerce and what they need. These insights on the audience will help you target the right audience with the right ad copy.

Craft a compelling ad copy

Next, you must ensure that your ad copy is impressive, compelling, and value-adding. When the searcher looks for a particular product or service, the ad that appears must entice and encourage them to click on it and reach your website.

Select the right keywords

When you decide to create a PPC eCommerce ad, one of the important things you must do is research and find the right keywords. Understand the intent of the keywords and search. Ensure that there is a buying intent behind the keyword if you sell a product or service.

Optimize landing pages for conversions

The landing page is one of the biggest elements of a successful purchase after a visitor has clicked on your ad and landed on your website. It has to be designed well with just the right information that the user needs to make the purchase. Hence design the landing page for the user to help them find the answer to their question.

Implement retargeting campaigns

Retargeting campaigns are the best to acquire customers who have clicked on your ad and then abandoned the search. With retargeting, you can follow the visitor across multiple websites and social media platforms to encourage them to buy from you. This way, you can complete the cycle of purchase.

Tips for maximizing PPC ROI

Now that you have understood the best practices you must adopt, ask yourself this question—is this enough?

Not nearly! You must also use the following tips that will help you optimize your ROI for better CPA.

Setting realistic and measurable goals

When you set your PPC goals, ensure that you are setting realistic goals that can be assessed. You need to quantify your results to ensure that your eCommerce ads are going the way you want or take corrective actions.

Bid management strategies

There are diverse bid management strategies you can follow to ensure that your ad quality score is better than your competitor’s and your ad ranks higher on the ad section on the search engine. If you are unable to do it, hire an eCommerce PPC agency that can do it for you.

A/B testing to improve campaigns

One of the interesting things about PPC is that you can test your eCommerce ads to see which one is working the best and use the same to improve traffic and ROI. You may also find that one ad might work well on weekends while another works well on weekdays. Using such insights, optimize your campaigns for better results.

Automate and streamline PPC efforts

Many believe that PPC efforts need to be always done by humans. While human oversight is important, you can now use programmatic PPC campaigns to automate your PPC ads and make them work. This can save you a lot of time and effort.

The common PPC pitfalls you must avoid

While there are many ways that an eCommerce business can use PPC to bring more traffic and sell products, they also need to be careful with their approaches. If you didn’t know better, there are many pitfalls that many businesses find themselves in when navigating the challenging waters of eCommerce PPC advertisement.

Here are a few of them so you can avoid them next time you are prepping up a new eCommerce ad for your business.

Overbidding on ineffective keywords

While creating an eCommerce ad, there could be a range of ineffective keywords that you may be compelled to bid for. However, be wary of them and stop overbidding them, as it will lead you to lose money. You need to choose your keywords carefully and stop overbidding ineffective keywords.

Failing to monitor and adjust campaigns

Most businesses believe that creating an ad campaign is enough, and they can reap all the benefits. If your business is thinking like that, you are sure to lose a lot of money and traffic. With a PPC ad, you need to keep monitoring the same, collect data, and make better decisions to adjust the same. This is one of the best ways to see if the ad performs well and change it if not.

Not using negative keywords

Effectively using negative keywords can save you a lot of money and help you optimize your campaign budget exceptionally well. Therefore, conduct adequate research to understand what your negative keywords are and use them intelligently on your ad to make sure that your ad does not show up for them.

Ignoring mobile optimization

It is believed that most online searches now happen online. Hence, you must optimize your PPC campaigns for mobile phones as well. Failing to do that may cost you dearly as your ad won’t appear polished to the people who search for your product online, and they will go to your competitor.

Conclusion

For most eCommerce businesses, paid advertisements can be one of the biggest ways to get traffic. However, investing in PPC can also be challenging as it involves large investments. Therefore, businesses must have an excellent PPC strategy to optimize the campaigns and make them work.

If you are a business looking for an experienced and expert eCommerce PPC agency to help you, Eco York is the best for pay-per-click management in York, PA.

We have worked extensively with a range of small and big eCommerce businesses, offering customized eCommerce PPC management services. We have got experts who can optimize your eCommerce ads and improve your ROI.

Talk to our client support team to learn more!

pay per click management

Conversion Optimization Tools – Know Which are the Best Tools To Try Out in 2020

PPC Management

It’s a good feeling to see a huge spike in the total number of visitors and page views when you check the statistics of your website. The visitors are finding your content useful and you are doing awesome! But, as you start digging deeper, you found that the number of leads and conversions is not improving at all. Even though you have done all the SEO stuff, including social media marketing, pay per click campaigns, and so on, you are unable to convert the one-time visitors into permanent customers.

No matter how excellent you are at capturing the attention of an audience if you fail to get their contact information and convert them into leads, it all goes in vain. After all, converting visitors into leads is the aim of any digital marketing agency. Want to know the impact of poorly optimized websites on conversion rate? Have a look at a few statistics.

As per iFactory Digital, the majority of the websites are not suffering from poor traffic problems, but they have a problem with conversion rates only. 

On average, conversion rates for the websites fall between 1 to 3 percent. The delay of a second in loading the page can result in a 7% reduction in conversion rate for the website. 

Organizations spend hardly $1 on conversion rate optimization for every $92 spent on new customer acquisition.

The statistics clearly show how important it is for organizations to invest in conversion optimization tools. You might have spent a lot to get prospects to your website, but have you ever thought of investing in optimizing your website to improve conversion rates? If not, then it is the right time to plan it. According to the research in the past, it is found that using correct targeting, testing methods, and tools can increase the conversion rate by up to 300%. 

So, how can you boost your CRO?

No matter how big or small your website is or how much you pay to marketing companies, you need solid tools in place to make your job simpler. There are hundreds of conversion rate optimization tools available in the market claiming to do a job on behalf of you. While some of them are promising, a lot on the other hand doesn’t do the needful. Here in this post, we are going to unbox three of the most useful and popular CRO tools for you.

Optimizely 

A successful conversion rate optimization involves testing, discovering, and deploying a robust strategy to improve on any website, and that’s what Optimizely does for you. As compared to other CRO tools, Optimizely helps digital marketing agencies to carry out tests across multiple devices and platforms, irrespective of their shape and size.

Optimizely

Okay, so what’s so cool about Optimizely?

With Optimizely, you can get three different options to choose from based on your business requirements. It also helps you identify which control groups are important and offers different testing options. It gives marketing companies the ability to run JavaScript before the beginning of any testing. In terms of UI/UX, Optimizely brings a whole new level of testing to help you observe and evaluate larger consumer behavior patterns.

While it brings a plethora of benefits for the digital marketing agency, it also suffers from criticism in terms of pricing. With other leading CRO tools, it is a bit easy for the businesses to sign up and start using it whereas with Optimizely the things are a little complex in terms of pricing and variants offered. Also, it affects the page load time due to external scripts. However, their high praise and positive reviews are encouraging many marketing companies in York PA to opt for it.

MobileMonkey

MobileMonkey is a multi-channel chatbot platform that enables companies to proactively engage with audiences on their website, Facebook Messenger, SMS text messaging, and other popular web chat applications. It allows you to message your followers on Instagram with your Messenger Chatbot.

MobileMonkey

UserTesting

In case you are targeting to get details about customer insights and feedback, UserTesting will be your best friend. It becomes very handy for the digital marketing agency to receive quick feedback on any new product or marketing campaign without affecting the performance. 

UserTesting

UserTesting helps businesses to understand how the target audience is interacting with their website and how they feel about it. It also helps businesses with market intelligence, usability testing, and sort-out internal problems. It is easy to set up a conversation as well as analyze the results after the study and it is easy to get feedback on different things like prototypes, interfaces, and initial concepts.

However, in terms of payment, if you are willing to have more participants to carry out study. If you want more participants, you will have to pay more. Also, there is no flexibility to replace the participants. Moreover, it is not possible to change the user test post-launch.

Mention – To boost your social media marketing efforts!

In case you want to boost your social media marketing efforts, Mention is the tool you require. It will help you perform real-time monitoring to know to understand and identify what your target audience is discussing your product or brand. The tool will not only improve your engagement with customers but also helps in boosting user experience and conversion rates. Moreover, it is easy to review and digest email alerts on search keywords. 

social media marketing

However, it is found that some searches are not precise and throw irrelevant results to the social media marketing professionals. Moreover, it is not possible to refine a search without using Mention Rep. The tool further lacks when it comes to third-party integration; it could do a lot better if improved. 

A Final Note…

Conversion rate optimization is the systematic process of improving the overall percentage of visitors visiting a website and taking appropriate actions. And thus, businesses or social media marketing professionals must utilize the right kind of tools to make their marketing efforts worthwhile. The three tools discussed in this post are robust and advanced considering the market requirements. Feel out which options are suitable for you. If you seek assistance from a PPC Agency for your pay per click management or conversion rate improvement, get in touch with our experts now to know how we help you convert one-time visitors into a permanent customer!

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