Like everything around us. Google Ads is constantly evolving and evolving at a rapid pace. Many marketers don’t even have time to register the changes. let alone apply them to their campaign management. Find out what mistakes PPC managers make the most and avoid them if you want to be successful in 2025.
Inconsistent conversion tracking
Conversion tracking data is usually the key to deciding on the next steps for optimization. If your metrics aren’t consistent over time. all the data in your account is skewed and practically useless.
If your conversions have different recognition methods. conversion windows. or counting types. the information in your account may not be consistent. At that point. the value of any measured click is no longer entirely clear.
Sometimes you may be able to “manage” to reset your conversion tracking at the campaign level so that the data is accurate but appears inconsistent across your account. However. this is a rare occurrence.
Ensure consistent measurement and evaluation from conversion tracking.
Not using exact match
Google is increasingly pushing broad match. There are interface changes to make broad match the primary match type. and even new email list settings with all keywords in broad match.
The use of exact match is decreasing. but it still generates the highest conversion rate for the vast majority of accounts and has versatile uses.
Don’t ignore the benefits of exact match and include it among your keyword matches.
Losing control over settings
Creating large marketing campaigns is a long process and can take years. In such cases. marketers forget to consistently check previous settings and the campaign loses consistency and sometimes even meaning.
If you look at all your long-term how is speech analytics useful in contact center? campaign data and see a jumble of different bidding strategies. exclusions. and unrelated ad planning. it’s time to take action.
Perform a comprehensive account audit and adjust the correct campaign settings based on it.
Overestimating the power of advertising
Ad strength is a metric that assesses the content of an ad against Google’s best practices. The stronger the ad. the more control Google has over its delivery. The weaker the ad. the more control it has over its content.
However. there are studies proving bonaire businesses directory that high-power ads do not achieve the same conversion rates as low-power ads.
Don’t overestimate Score. This number doesn’t have to worry you.