1- Giving the conversion goal wrong

You can set up many conversions in Google Ads. However, when setting up these campaigns, you should pay attention to which conversion you choose in which campaign. For example, accidentally selecting phone conversions in a Pmax campaign will cause your campaign to malfunction and you may not get the ROAS you expect from this campaign.

2- Setting the bid strategy incorrectly

Especially if your account is new or you are defining campaign types for the first time, you should first choose your bid strategy that allows these campaigns to receive impressions and receive the necessary optimizations to complete campaign learning. For example; If you are launching a search campaign for the first time, choosing a “Target ROAS” strategy instead of choosing the “Search Network Impression Share” strategy; It may cause your campaign to learn late, its search network impression share to be below 10%, or even cause your campaign not to spend your budget for a certain period of time.

3- Not working on negative keywords

Although you have done keyword work in Search ads and set up your strategy with the most accurate matches, your product or service may be triggered by irrelevant searches due to broad and phrase matches. Imagine that you are a brand that sells women’s dresses and you broadly match (target) the word dress. Your ad will waste your budget and decrease your ad quality scores by getting views and clicks from searches such as “men’s suits”.

4- Bonus: Linking wrong

One of the most common mistakes is to redirect the pop-up ad to a different page or home page instead of redirecting it to the relevant page.