In digital advertising, Google Ads is a powerful platform for businesses looking to achieve measurable returns on investment (ROI). However, reaching that perfect “dollar in, dollar out” outcome can be challenging. Many businesses encounter unexpected obstacles when running Google PPC campaigns. At Eclipse Marketing, our team shares insights on the three most common PPC challenges our clients face and how we successfully overcome them. By identifying and addressing these issues, we can optimize your campaign results and enhance overall performance.
One of the major challenges we often face with Google PPC campaigns is the surge in spam submissions. Clients frequently report seeing their lead forms inundated with irrelevant or junk data, which not only wastes valuable ad spend but also clutters up their lead management systems. But what’s causing this issue, and how can we tackle it?
Several factors contribute to the increase in spam submissions. A significant one is Google’s AI-driven ad distribution system, which aims to maximize impressions and conversions based on your budget and targeting settings. However, this approach can sometimes lead to your ads reaching unintended audiences, such as bots or users who have no genuine interest in your offerings. When these users or bots submit lead forms, they generate spammy responses, which mess with your data and deplete your budget.
A simple and effective way to combat spam is by integrating tools like reCAPTCHA and Honeypot fields into your lead forms. These measures help filter out some unwanted submissions, but given how sophisticated bots have become, they may not entirely eliminate spam. To further safeguard your campaigns, take advantage of Google’s advanced tools, like brand exclusions and targeting restrictions. These allow you to fine-tune your audience targeting, ensuring that your ads are reaching the right people. Additionally, implementing offline conversion tracking in your Google Ads strategy can help you identify high-value leads, minimize irrelevant clicks over time, and ensure that your ad spend remains focused on quality traffic.
The “learning phase” is a stage that many Google PPC advertisers both dread and must endure. When a new campaign is launched or significant changes are made to an existing one, Google Ads enters a learning phase where it collects data to fine-tune ad performance. While this process is crucial for long-term success, it can feel frustratingly slow, particularly for businesses eager to see immediate results.
The duration of the learning phase varies depending on the account’s history and data volume, lasting anywhere from a few days to a couple of weeks. If your targeting is complex or your account is newer, this phase may take even longer. During this period, performance can fluctuate, which can be tough to explain to clients who are eager to see consistent results.
The key to managing the learning phase lies in clear communication. We work with our clients to set realistic expectations and help them understand that this phase is crucial for long-term, stable success. Major changes, like adjustments to budgets or bid strategies, can reset the learning phase, so it’s best to make changes gradually and avoid frequent tweaks once a campaign is running well. A robust tracking system helps us spot trends and optimize campaigns more quickly, allowing us to get the results you’re after once the learning phase ends.
If you’ve ever wondered, “Why can’t I see my ad when searching for my keywords?” you’re not alone. This is a common concern for business owners who want to confirm that their ads are live and visible. However, the issue usually arises from Google’s algorithms optimizing your ad visibility for your target audience, not for the business owner or staff.
Google uses sophisticated algorithms to determine when and where your ad should be shown. If you aren’t part of the target demographic the ad is intended for, Google may prevent the ad from showing up in your own search results. Moreover, repeatedly searching for your ad without interacting with it may signal to Google that your ad isn’t relevant to you, further limiting its visibility.
Solution: To verify that your ads are running, use Google’s Ad Preview and Diagnosis tool. This tool lets you see how your ad appears to potential customers without impacting performance or incurring extra costs. In addition, tracking campaign metrics and conversions will provide a more accurate assessment of your ad’s success than searching for it manually. Google Ads offers detailed insights on impressions, clicks, and other key performance indicators that give you a clear view of your ad’s effectiveness and reach.
Proper budget allocation is a critical part of any Google Ads campaign, but businesses often struggle with effectively managing their ad spend across various campaigns and ad groups. Without careful planning, it’s easy to overspend on low-performing keywords or campaigns.
Why does this happen? Google Ads allows businesses to allocate budgets across different campaigns, but improper distribution can lead to ineffective results. If you focus too much on one campaign or keyword while neglecting others, you risk wasting your budget.
Solution: Use Google Ads’ automated bidding strategies, such as Target CPA or Target ROAS, to ensure a more efficient allocation of your budget. Regularly review your campaigns and adjust your budget distribution based on performance data, making sure to optimize towards the highest-performing keywords and ads.
In highly competitive industries, running Google Ads campaigns can become expensive due to high-cost keywords and intense competition for ad placements. For businesses in these sectors, achieving a solid return on investment can be a challenge.
Why does this happen? When you’re competing for keywords in a saturated market, the cost per click (CPC) can skyrocket, making it harder to stay within budget while achieving strong results.
Solution: Refining your targeting is essential for reducing competition. Consider long-tail keywords or less competitive niche phrases that still have relevance to your business. You can also adjust your bidding strategies to target specific times or locations where competition may be lower.
Running a successful Google Ads campaign can present several challenges, from spam submissions to managing a high budget and competition. However, understanding and addressing these obstacles can greatly enhance campaign performance and ROI. By implementing tools like reCAPTCHA to combat spam, managing the learning phase expectations, and refining budget allocation strategies, businesses can optimize their PPC efforts. Additionally, improving targeting and adjusting bids for competitive markets can help reduce costs and boost efficiency. Through careful monitoring and adaptation, businesses can navigate these common challenges and maximize the effectiveness of their Google Ads campaigns, ultimately driving quality traffic and achieving long-term success.
If you’re facing any of these challenges or want expert guidance on improving your Google Ads campaigns, reach out to Eclipse for a consultation. Our team of PPC specialists is ready to help you optimize your ad performance and ensure a higher ROI. Get in touch with us today!
1. Why am I getting so much spam through my lead forms in Google Ads?
Spam submissions occur when ads reach unintended audiences like bots or uninterested users. This is often due to Google’s AI-driven ad distribution system. Implementing tools like reCAPTCHA and Honeypot fields can help reduce spam.
2. What is the “learning phase” in Google Ads, and why does it take so long?
The “learning phase” is when Google Ads collects data to optimize performance for new campaigns or significant changes. It can feel slow due to fluctuating results, but it’s essential for long-term success. Setting realistic expectations helps manage this period.
3. Why can’t I see my Google Ads when I search for my keywords?
This happens because Google optimizes ad visibility for your target audience, not for the business owner. Repeated searches without interacting with your ad can signal to Google that it’s not relevant, further limiting its visibility.
4. How do I effectively manage my Google Ads budget to avoid overspending?
Improper budget allocation can waste your ad spend. Use automated bidding strategies like Target CPA or Target ROAS and regularly review campaign performance to ensure a more efficient budget distribution.
5. How can I compete in highly competitive markets without blowing my budget on Google Ads?
In competitive markets, keyword costs can rise. To reduce costs, consider using long-tail keywords, refining your targeting, and adjusting bidding strategies to target specific times or locations with lower competition.
First, check your conversion settings and ensure that only the most important conversions are marked as primary.
If your key conversion is phone calls, consider using a tool like CallRail and make sure the GCLID information is passed through. Next, create an offline conversion that you can upload manually to provide Google with accurate data on quality calls, and set that as your only primary conversion.
Make sure to restrict your ad targeting to the specific local area where you want your ads to appear.
Depending on your business type, I recommend limiting your ads to only show in search, excluding display ads and search partners.
Once these adjustments are made, focus on optimizing your account for maximum conversions.
Over time, transition to using max conversions with a Target CPA strategy.
These steps should give you a solid foundation for running Google Ads, especially if you’re new to the platform.
Smart campaigns aren’t the most effective option. Unfortunately, Google’s support team often offers limited guidance, mainly suggesting broad targeting and sticking to their default recommendations.
Instead, consider hiring a freelancer from platforms like Fiverr to properly set up a campaign tailored to your business. They can choose relevant keywords and set up conversion tracking for better results.
Google Ads has become increasingly complex, and without professional expertise, it’s challenging to achieve success. It’s not enough to just set up a campaign and leave it running. Continuous optimization of your account, landing pages, and overall strategy is crucial for profitability. Google Ads requires ongoing effort to make it work effectively.
Running Google Ads on your own can sometimes lead to missed settings that cause your ads to appear outside your targeted location or service area. While smart campaigns allow you to set “boundaries,” Google’s AI has been known to take liberties, broadening your reach beyond your target keywords. Additionally, it can take some time for your campaign to hit its full budget, so you might experience a few days of low spending and clicks initially.
To help optimize your settings, check out our article on recent issues and changes: https://mdmppc.com/google-ads-not-working/
For emergency services, you should see some results, but depending on your budget, you might burn through it quickly, especially in the early morning. Competition also plays a role—if others are bidding higher, your ads could appear further down on the first or second page.
Consider seeking a free consultation or audit from an expert. Agencies don’t need access to your login details to provide insights, and this can help pinpoint issues and offer solutions. Many Google support reps, especially the level 2 ones, might not fully understand the platform, as agencies like ours frequently discover issues before they do due to working on multiple accounts daily.