Everything You Need to Know About Google Ads

Google Ads

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Below, you will find an explanation of common issues with Google Ads. If your problem is not listed, please feel free to contact us.

Technical and setup problems:

Technical and setup issues with Google Ads can significantly impact campaign performance and often require specific knowledge to diagnose and fix. Here is a comprehensive list of potential technical and setup issues that users may experience with Google Ads:

  1. Incorrect conversion tracking setup: Conversion tracking is crucial for measuring the success of campaigns. Incorrect implementation can lead to inaccurate data, which makes optimization more difficult.
    • Check the setup: Make sure that conversion tracking is implemented correctly according to the Google Ads instructions.
    • Testing conversions: Use the Google Ads testing tools to ensure that conversions are recorded correctly.
  2. Problems with tag implementation: Errors in the implementation of Google Ads tags on websites can lead to clicks and conversions not being recorded correctly.
    • Use tag verification tools: Use Google Tag Assistant or similar tools to check the correct implementation of tags.
    • Tag management systems: Consider using a tag management system such as Google Tag Manager for easier management.
  3. Access and authorization problems: Problems with access to the account or specific campaigns can be caused by incorrect authorization settings.
    • Check authorizations: Ensure that all users have the correct access rights for the required resources.
    • Access management: Use the access management in Google Ads to manage permissions appropriately.
  4. Campaign setup errors: Errors in campaign setup, such as incorrect target group selection, bid settings or ad scheduling, can have a negative impact on campaign performance.
    • Target group review: Review your target group selection to ensure that it matches your marketing objectives.
    • Adjust bids and budgets: Customize your bidding strategies and budget settings based on campaign performance.
  5. Linking problems with Google Analytics: Problems linking Google Ads with Google Analytics can lead to data inconsistencies and make it difficult to analyze campaign performance.
    • Set up a new link: Make sure that your Google Ads account is correctly linked to Google Analytics and that the data sharing settings are configured correctly.
  6. Incorrect landing page URLs: Incorrect or non-functioning URLs can lead to high bounce rates and have a negative impact on the quality factor.
    • Check URLs: Make sure all landing page URLs are correct and functional.
    • Set up 301 redirects: Use 301 redirects for old URLs that have changed to improve the user experience.
  7. Problems with ad extensions: Errors in setting up or optimizing ad extensions can affect ad visibility and performance.
    • Check ad extensions: Make sure all ad extensions are set up correctly and display relevant content.
    • Use extension options: Experiment with different ad extensions to optimize visibility and performance.
  8. Geotargeting problems: Inaccurate geotargeting settings can lead to ads being displayed to users in irrelevant geographical areas.
    • Adjust geotargeting settings: Review and adjust geotargeting settings to ensure your ads match the desired geographic areas.
  9. Language settings: Incorrect language settings can impact the reach and effectiveness of campaigns by presenting ads to the wrong audience.
    • Check language selection: Make sure that the language settings of your campaigns correspond to your target group.
    • Multilingual campaigns: Consider setting up multilingual campaigns to reach a wider audience.
  10. Budget and bid settings: Errors in setting the daily budget or bids can lead to insufficient or excessive spending.
    • Budget monitoring: Monitor your budget regularly to avoid overspending.
    • Bid adjustments: Adjust your bids based on campaign performance to maximize efficiency.
  11. Problems with ad delivery: Technical problems or policy violations can lead to ads not being delivered.
    • Policy compliance: Check your ads for compliance with the Google Ads guidelines.
    • Ad review: Use the ad review function to check the status of ads and identify problems.
  12. Errors in targeting: Inaccurate or incomplete target group settings can affect campaign performance.
    • Target group analysis: Check your target group settings and adjust them to achieve higher relevance and better performance.
  13. Mobile optimization: Ads or landing pages that are not optimized for mobile devices can lead to lower conversion rates.
    • Test mobile-friendliness: Make sure that your ads and landing pages are optimized for mobile devices.
    • Responsive design: Use responsive design practices for your landing pages to improve the user experience on mobile devices.
  14. Data feed issues for Shopping campaigns: Errors in product feeds can lead to ad placement issues, including incorrect product information or pricing.
    • Data feed check: Make sure that your product feed is formatted correctly and contains all the required information.
    • Regular updates: Update your product feed regularly to ensure that the information is up to date.
  15. API integration issues: Difficulties integrating the Google Ads API can be an obstacle for companies that need automated solutions or custom reports.
    • Consult documentation: Check the Google Ads API documentation for correct implementation instructions.
    • Use developer resources: Consider using developer resources or consulting a professional.
  16. Account structure problems: An inefficient account structure can make campaign management and optimization more difficult.
    • Rethink account structure: Review and optimize the structure of your Google Ads account to improve management and performance.

These issues can often be resolved by carefully reviewing settings, consulting Google Ads help resources, or seeking professional assistance. Continuous monitoring and adjustment of campaign settings is crucial to minimize such technical and setup issues and optimize campaign performance.

Performance problems:

Performance problems with Google Ads can manifest themselves in various forms and significantly impair the effectiveness of your campaigns. Here are some of the most common performance issues that users may experience:

  1. Low click-through rate (CTR): A low CTR indicates that your ads are not appealing enough to the target group or do not match the search queries. This may be due to irrelevant keywords, poorly formulated ad texts or inadequate ad extensions.
    • Keyword optimization: Review and optimize your keywords to ensure they are highly relevant to your target audience.
    • Improve ad copy: Create engaging and action-oriented ad copy that clearly communicates benefits.
  2. Use ad extensions: Enhance your ads with additional information such as location details, sitelinks or call buttons to increase visibility and appeal.
    • Adapt bidding strategies: Experiment with different bidding strategies to optimize costs.
    • Improve quality score: Work on increasing your quality score to benefit from a lower cost per click.
    • Check competitive keywords: Analyze your keyword strategy and look for alternatives with less competition but good traffic potential.
  3. High cost per click (CPC): A high CPC can quickly deplete your budget without delivering the desired results. The causes can be high competition for keywords, low quality of the ads or an inefficient bidding strategy.
    • Landing page optimization: Make sure your landing pages are appealing, user-friendly and relevant to the ads.
    • Offer adjustments: Review your offers and call-to-actions to increase their appeal.
    • Target group customization: Refine your targeting to reach more relevant visitors.
  4. Low conversion rate: A low conversion rate can indicate problems with the landing page, irrelevant ads or a poor user experience. It is important that the expectations raised by your ad are also fulfilled by the landing page.
    • Increase the relevance of ads and keywords: Improve the match between your ads and the associated keywords.
    • Increase landing page quality: Optimize the content and structure of your landing pages to improve the user experience.
    • Monitor ad performance: Regularly analyze the performance of your ads and adjust accordingly.
  5. High bounce rate: A high bounce rate on your landing page may indicate that visitors are not finding what they expect or that the page is not user-friendly.
    • Improve the user experience: Optimize the loading times and mobile responsiveness of your landing pages.
    • Increase content relevance: Make sure the content on your landing page reflects exactly what is promised in the ad.
    • Simplify navigation paths: Make it easier for users to navigate and perform the desired actions on your site.
  6. Low quality factor: The quality factor is an indicator of the relevance and quality of your ads, keywords and landing pages. A low quality factor can lead to higher costs and lower rankings.
    • Increase the relevance of ads and keywords: Improve the match between your ads and the associated keywords.
    • Increase landing page quality: Optimize the content and structure of your landing pages to improve the user experience.
    • Monitor ad performance: Regularly analyze the performance of your ads and adjust accordingly.
  7. Budget restrictions: A quickly exhausted daily budget can result in your ads not being shown throughout the day, limiting potential conversions. This can be a sign that your budget is not sufficient to keep up with the competition for the keywords.
    • Optimize budget allocation: Prioritize campaigns and ad groups based on their performance and strategic importance.
    • Adjust daily budgets: Adjust your daily budgets to maximize the visibility of your ads at the best performing times.
  8. Fluctuations in ad placement: Fluctuations in the position of your ads can affect visibility and performance. This can be caused by changes in competition or adjustments to bidding strategies.
    • Flexible bid adjustments: Use flexible bidding strategies to respond to placement fluctuations.
    • Carry out competitive analyses: Observe the activities of your competitors in order to adapt your strategy accordingly.
  9. Targeting issues: Poor targeting can result in your ads reaching people who are not interested in your product or service, which wastes resources and lowers performance.
    • Detailed target group segmentation: Use more detailed targeting options to place your ads in a more targeted way.
    • Remarketing campaigns: Implement remarketing strategies to retarget previous visitors.
  10. Low reach: A low reach of your campaigns may indicate that your target groups are too narrowly defined or that your bids are too low to outperform competitors.
    • Target group expansion: Expand your target group selection to address new segments.
    • Keyword extension: Add more relevant keywords to increase your visibility.
  11. Ad fatigue: If the same ads are shown over a longer period of time, this can lead to “ad fatigue”, where the target group ignores the ad, resulting in a decrease in performance.
    • Ad rotation and refresh: Regularly refresh your ad content to maintain interest and engagement.
    • Use dynamic ads: Use dynamic ads to automatically present personalized content.
  12. Problems with device targeting: Non-optimized device targeting can lead to poor performance if, for example, ads are not optimized for mobile devices, even though a large part of the target group uses mobile devices.
    • Device-specific customization: Optimize your ads and bids for the devices your target audience uses most often.
    • Mobile-friendly landing pages: Make sure your landing pages are optimized for mobile devices.

To address these performance issues, it’s important to conduct regular campaign analysis, use A/B testing to identify the most effective ad elements, and continually optimize campaign settings based on the data and insights gathered.

Directive and approval problems:

Policy and approval issues with Google Ads can lead to delays, ad rejections and even account deactivation. These problems often arise from a lack of knowledge or misunderstanding of the Google Ads guidelines. Here are some of the most common problems in this area:

  1. Ad refusals due to policy violations: Google has strict guidelines regarding the content and design of ads. Violations of these guidelines, such as misleading content, the use of exaggerated claims or the advertising of prohibited products and services, may result in the rejection of advertisements.
    • Understand guidelines thoroughly: Familiarize yourself with the Google Ads guidelines before creating ads to avoid violations.
    • Pre-check the ads: Use Google Ads’ preview and diagnostic tools to identify potential issues before submission.
    • Clarity and honesty: Avoid exaggerated claims and make sure your ads clearly state the actual content and purpose.
  2. Problems with copyright and trademark law: The use of copyrighted or trademarked content without permission can lead to the rejection of advertisements and legal problems.
    • Use copyright-free material: Use copyright-free or licensed images and content for your ads.
    • Trademark law check: Make sure that you do not use any trademarked terms without permission.
    • Obtain legal advice: If you are unsure about copyright and trademark law, you should seek legal advice.
  3. Inappropriate content: Ads that are deemed inappropriate or offensive, including depictions of violence, hate speech or discriminatory content, will be rejected.
    • Observe content guidelines: Avoid content that could be classified as glorifying violence, hateful or discriminatory.
    • Target group customization: Adapt your ad content to the platform’s guidelines and the expectations of your target group.
  4. Faulty landing pages: Landing pages that do not comply with Google guidelines – whether due to missing information such as privacy policies, broken links or content that does not match the ads – can lead to ads being rejected.
    • Compliance check for landing pages: Check your landing pages for compliance with the Google Ads guidelines, especially with regard to data protection guidelines and functionality.
    • Consistency between ad and landing page: Make sure that the content and offers on your landing page match the promises made in the ad.
  5. Health-related content: Ads for health-related products and services are subject to strict guidelines and often require additional checks. The advertising of unauthorized medicines or misleading health claims lead to problems.
    • Follow specific guidelines: Learn about the specific guidelines for health-related content and follow the guidelines for acceptable claims and products.
    • Proofs and approvals: Prepare the relevant certificates and approvals that prove the conformity of your products with the directives.
  6. Financial services: Advertisements for financial products and services must follow clear guidelines, including risk disclosures and compliance with local laws.
    • Transparency and clarification: Ensure that your advertisements contain clear information on risks, conditions and legal requirements.
    • Observe local laws: Find out about the specific requirements and laws in the countries where you want to advertise.
  7. Age restrictions and geographical restrictions: Products or services that are subject to age restrictions (such as alcohol or gambling), or are prohibited in certain regions, require special attention to avoid compliance issues.
    • Audience customization: Use the Google Ads audience and location settings to ensure that your ads are only displayed to the permitted audiences and in the permitted regions.
    • Age verification: If necessary, implement age verification mechanisms on your landing pages.
  8. Misunderstandings when using keywords: The use of trademark-protected terms as keywords can lead to rejections and complaints from trademark owners.
    • Avoid keywords protected by trademark law: Do not use keywords protected by trademark law without the consent of the trademark owner.
    • Find alternative keywords: Identify alternative keywords that are not trademarked to promote your products or services.
  9. Problems with ad transparency: Ads must clearly show what is being advertised and must not mislead the user. A lack of transparency can lead to rejection.
    • Clear and precise ad design: Design your ads so that they clearly convey what is being advertised without misleading the user.
    • Transparency in communication: Clearly present all necessary information and conditions in your advertisements.
  10. Use of personal health information: Ads that use or collect personal health information in an unauthorized manner will encounter strict restrictions.
    • Comply with data protection regulations: Make sure you comply with Google Ads’ privacy policy and guidelines regarding personal health information.
    • Avoid sensitive data: Avoid using or requesting personal health information in your ads and landing pages.

To avoid or resolve policy and approval issues, it’s important to thoroughly familiarize yourself with Google Ads policies and carefully review ads and their landing pages before deploying them. In the case of rejections, Google usually provides information on the specific violations and instructions on how they can be remedied. In some cases, it is possible to file a review or an appeal against the decision.

Budget and cost problems:

Budget and cost issues with Google Ads can have a direct impact on the profitability of your marketing efforts. These problems are often caused by a combination of a lack of understanding of the platform, insufficient campaign optimization and a lack of strategic planning. Here are some of the most common budget and cost issues that users may face:

  1. Exceeding the budget: One of the most common problems is exceeding the set advertising budget, which is often caused by incorrectly setting the bids or by selecting too broad a target group.
    • Set daily budgets based on historical data and targets.
    • Use Google Ads budget management tools to monitor spend in real time.
    • Adjust bids for lower value keywords to reduce spend.
  2. Inefficient spending: Investing in keywords or ad groups that have a low conversion rate can lead to inefficient spending without corresponding results in terms of sales or leads.
    • Focus on keywords and ad groups with the best conversion rate.
    • Eliminate or optimize underperforming keywords and ads.
    • Use negative keywords to prevent unwanted clicks.
  3. Wrong bidding strategy: Choosing a bidding strategy that does not match the campaign objectives can increase costs. For example, a strategy focused on conversions may be less efficient for campaigns aimed at brand awareness.
    • Choose a bidding strategy that matches your campaign goals (e.g. CPA goals for conversion-oriented campaigns).
    • Experiment with different bidding strategies on a small scale before implementing them fully.
    • Monitor performance carefully after a strategy change.
  4. Low quality factor: A low quality factor increases the price you have to pay per click in order to achieve a higher position in the search results. This can quickly eat up the budget, especially for highly competitive keywords.
    • Improve the relevance of your ads by adapting the ad texts to the search queries.
    • Optimize the landing pages to improve the user experience and relevance for your keywords.
    • Refine the keyword list to target the search intention more precisely.
  5. Insufficient adaptation to device types: If campaigns are not optimized for different device types, this can lead to unnecessary spending, especially if ads are placed on devices where the target audience is less active or has a lower conversion rate.
    • Customize bids for different device types based on their performance.
    • Make sure your landing pages are optimized for mobile devices.
    • Check the device preferences of your target group and adapt your strategy accordingly.
  6. Unadjusted daily budgets: A daily budget that is not set optimally can lead to your budget either being used up too quickly or not being fully utilized, both of which can affect campaign performance.
    • Regularly review performance and adjust daily budgets based on campaign goals and performance.
    • Use automated rules to optimize budget distribution throughout the day.
  7. High costs due to competition: In highly competitive industries, the cost per click (CPC) can be significant, making it difficult to remain competitive without a correspondingly high budget.
    • Identify niche keywords with low competition but high relevance.
    • Use long-tail keywords to reduce costs and increase targeting accuracy.
    • Emphasize Unique Selling Propositions (USPs) in your ads to stand out from the competition.
  8. Lack of keyword optimization: Investing in broad or irrelevant keywords can lead to high costs without a corresponding return. A continuous review and adjustment of the keyword list is necessary to maximize efficiency.
    • Perform regular keyword analyses to monitor performance and make adjustments.
    • Use the Google Ads keyword planning tools to find relevant and efficient keywords.
    • Implement a structure of negative keywords to exclude irrelevant search queries.
  9. Insufficient conversion tracking: Without accurate conversion tracking, it is difficult to assess the performance of campaigns and adjust spending accordingly. This can lead to investments in underperforming campaigns.
    • Set up conversion tracking correctly to capture important actions on your website.
    • Check the conversion data regularly to ensure that tracking is working correctly.
    • Use conversion data to make decisions about bids and budget allocation.
  10. Targeting misunderstandings: Overly broad or imprecise targeting can result in ads being shown to users who are outside your target audience, driving up costs without delivering relevant results.
    • Use detailed targeting options to better target your ads.
    • Experiment with different segmentations and target groups to maximize effectiveness.
    • Regularly check and optimize the target group settings to ensure that you are reaching the right users.

In order to avoid or eliminate budget and cost problems, thorough planning and continuous monitoring of campaigns is required. This includes adjusting bids and budgets based on performance data, optimizing keywords and ads for a higher quality score, targeting relevant audiences and using effective bidding strategies. It is also important to set up conversion tracking correctly in order to have a clear view of the profitability of the campaigns.

Management and optimization problems:

When it comes to Google Ads management and optimization, users can encounter various issues that affect their campaign performance and efficiency. Here are some common problems and challenges:

  1. Keyword selection and management: Choosing the right keywords is crucial for the success of Google Ads. Problems arise when keywords are too general, which leads to irrelevant traffic, or too specific, which limits the potential for impressions. Continuous optimization and adjustment of the keyword list are time-consuming, but necessary.
    • Regular keyword analysis: Carry out regular reviews of your keywords to evaluate their performance. Remove non-performing keywords and add new ones based on current search trends.
    • Use of keyword match types: Use different match types (broad, phrase, exact) strategically to improve control over the search queries triggered.
    • Use long-tail keywords: Integrate long-tail keywords into your campaigns to target more specific search queries with higher purchase intent and reduce competitive intensity.
  2. Bidding strategies: Choosing the wrong bidding strategy can lead to inefficient spending. Finding the balance between manual bidding and automated strategies requires understanding and constant monitoring of campaign performance.
    • Adaptation to campaign goals: Choose bidding strategies that match your specific campaign goals, such as maximizing conversions for sales-oriented campaigns or maximizing clicks for traffic-generating campaigns.
    • Test automated bidding strategies: Experiment with automated bidding strategies from Google that use machine learning to optimize bids based on the likelihood of conversion.
    • Review performance regularly: Monitor the performance of your bidding strategies regularly and adjust them as necessary to ensure they are working efficiently.
  3. Ad copy and design: Creating effective ads that generate clicks is a challenge. Ads must be relevant, appealing and tailored to the target group. Lack of A/B testing to determine the best ad variants can affect performance.
    • Carry out A/B tests: Test different ad texts and designs to find out which achieve the highest click-through rate and conversion rate.
    • Ensure relevance: Make sure your ads are closely linked to the search queries and needs of your target audience. Use clear call-to-actions.
    • Use ad customization: Use ad customization to dynamically adapt your ads to the user’s search queries and context.
  4. Target group targeting: The right targeting is crucial for success. Problems arise when the target group is defined too broadly or too narrowly, which can lead to poor campaign performance. The adaptation and segmentation of target groups requires ongoing work and data analysis.
    • Detailed segmentation: Use Google Ads’ detailed targeting options to segment your audience based on demographics, interests, behavior and more.
    • Remarketing campaigns: Use remarketing to target users who have already interacted with your website but have not converted.
    • Data analysis for optimization: Regularly analyze the data of your target group to refine your targeting and better meet the needs of your potential customers.
  5. Budget management: The efficient allocation of budgets across campaigns and ad groups is complex. Over- or underinvestment in certain areas can affect overall performance. Optimizing ROI requires continuous adjustments and monitoring.
    • Optimize daily budgets: Adjust your daily budgets based on the performance and goals of your campaigns.
    • Keep ROI in focus: Concentrate on campaigns and ad groups with the best return on investment (ROI) to allocate your budget efficiently.
    • Cost monitoring: Use Google Ads tools and reports to keep an eye on your spending and avoid budget overruns.
  6. Quality factor and ad rank: A low quality factor can lead to higher costs per click (CPC) and poorer ad placement. Improving the quality factor by optimizing ads, landing pages and keywords is essential, but often difficult to achieve.
    • Improve ad relevance: Optimize ad copy to increase relevance for your keywords.
    • Landing page optimization: Improve the quality and relevance of your landing pages to enhance the user experience and achieve higher conversion rates.
    • Keyword optimization: Adjust your keyword strategies to improve the quality score by prioritizing relevant keywords with high performance.
  7. Conversion tracking and optimization: The absence or incorrect setup of conversion tracking can make it impossible to accurately measure and optimize the success of campaigns. Analyzing and improving the conversion rate requires detailed data and tests.
    • Accurate conversion tracking setup: Make sure your conversion tracking is set up correctly to gain valuable insights into the performance of your campaigns.
    • Conversion rate optimization (CRO): Carry out regular tests and optimizations of your landing pages to improve the conversion rate.
    • Performance analysis: Use conversion tracking data to understand which aspects of your campaigns are most effective and adjust your strategy accordingly.
  8. Compliance and guidelines: Failure to comply with Google Ads policies may result in the rejection of ads. Understanding and complying with the constantly changing guidelines requires attention and adaptability.
    • Check guidelines regularly: Keep up to date with the latest Google Ads policies to ensure your ads and campaigns are compliant.
    • Check before publishing: Review your ads and landing pages for potential policy violations before going live.
  9. Competition and market changes: Adapting to rapidly changing market conditions and competitive landscapes is a continuous challenge. The analysis of competitors and industry trends is necessary in order to optimize campaigns effectively.
    • Market analysis: Regularly monitor market changes and the activities of your competitors in order to adapt your strategies accordingly.
    • Adaptability: Be ready to adapt your campaigns quickly to respond to changes in the competitive environment or market conditions.
    • Innovative strategies: Experiment with new ad formats and strategies to stand out from your competitors and attract the attention of your target group.

These issues require continuous attention, expertise and adaptation to successfully manage and optimize campaigns. The use of analysis tools, further training and, if necessary, cooperation with Google Ads experts can help to overcome these challenges.

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