{"id":6462,"date":"2025-03-02T16:58:08","date_gmt":"2025-03-02T16:58:08","guid":{"rendered":"https:\/\/cynatic.ch\/?p=6462"},"modified":"2025-09-12T08:42:23","modified_gmt":"2025-09-12T08:42:23","slug":"google-ads-error","status":"publish","type":"post","link":"https:\/\/cynatic.ch\/en\/google-ads-fehler\/","title":{"rendered":"Gold mine or money-burning plant? The most common Google Ads mistakes and how to avoid them!"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Google Ads can be an absolute game changer for your company in Switzerland - or a bottomless pit into which you sink your marketing budget. Many entrepreneurs have already told me that they have \"tried everything\" but Google Ads just doesn't work. And often it's not because of Google, but because of small but serious <strong>Google Ads errors<\/strong>that creep in.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I remember a client from Zurich who invested CHF 4,500 per month in Google Ads and got almost nothing back. After a brief analysis, we realised that he was advertising his services throughout Switzerland - even though he could only serve customers from his region. His adverts were displayed in Geneva, Lugano and St. Gallen, but he was active in Zurich. A classic case of poor geo-targeting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To prevent this from happening to you, in this article we take a look at the most common <strong>Google Ads error<\/strong> and how you can easily avoid them.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. wrong or too broad keywords<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem: <\/strong>Too much wastage<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One of the largest <strong>Google Ads error<\/strong> is the wrong keyword strategy. Many companies rely on generic or overly broad keywords such as <strong>\"Car repair shop\"<\/strong> or <strong>\"Coaching\"<\/strong>. The problem? You're competing with huge companies and burning through your budget without getting qualified leads.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution: <\/strong>Use long-tail keywords &amp; negative keywords<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of using broad terms, you should <strong>Long-tail keywords<\/strong> that are more specific. Example:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u274c <em>Car repair shop<\/em><br>\u2705 <em>Car workshop for classic cars in Zurich<\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Important:<\/strong> You should use negative keywords. One of our clients who offered a premium coaching service was getting requests from people looking for <strong>\"free coaching\"<\/strong> searches. By adding \"free\" as a negative keyword, we were able to eliminate irrelevant clicks and target his budget.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. missing or incorrect geographical orientation<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem: <\/strong>Your budget goes to customers you can't serve<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many Swiss entrepreneurs run their adverts throughout the DACH region or throughout Switzerland without realising it. A dentist in Lucerne doesn't need clicks from Geneva or Munich!<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution: <\/strong>Set up geo-targeting correctly<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Use the <strong>Location-based alignment<\/strong> from Google Ads:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Only display adverts in the cantons or cities in which you operate<\/li>\n\n\n\n<li>Activate \"persons who are in this area\" instead of \"persons who are interested\"<\/li>\n\n\n\n<li>If you have a physical shop, you can even prioritise ads for users in the immediate vicinity<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Important:<\/strong> There is also the option of only addressing people who are in a certain income group. This allows you to exclude lower-income people from expensive products \/ services.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. boring ad texts without call-to-action<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem: <\/strong>No incentive to click<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many companies use generic ad texts that do not convey anything special. Example:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u274c <em>\"Best tax advice in Bern! Contact us now.\"<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This text gives no reason whatsoever why one should <strong>YOU <\/strong>should choose.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution: <\/strong>Relevant USPs &amp; clear calls to action<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2705 <em>\"Tax advice for SMEs in Bern - 30 min. free initial consultation!\"<\/em><br>\u2705 <em>\"80% of our customers save at least 2<\/em>\u201a<em>000 CHF - secure a free analysis now!\"<\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Make your offer irresistible, and don't forget to include a <strong>Clear call-to-action<\/strong> such as \"Book an appointment now\" or \"Get a free consultation\".<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4. bad landing pages that don't convert<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem: <\/strong>Users click, but do not buy \/ convert<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even if your advert is perfect - if the landing page doesn't sell, the click was for nothing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We have a client who offers high-priced beauty treatments. Her Google Ads traffic landed on a generic page with endless text and no clear call-to-action. We optimised the page with a <strong>strong sales structure<\/strong>a <strong>eye-catching booking button<\/strong> and short, convincing texts - and the conversion rate rose by 45 % in a short time!<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution: <\/strong>Optimise landing page<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Fast loading times<\/strong>Google favours fast websites (max. 2 seconds loading time)<\/li>\n\n\n\n<li><strong>Mobile optimisation<\/strong>: The majority of your visitors come from smartphones<\/li>\n\n\n\n<li><strong>Added value<\/strong>Why customers should buy from you and not from the competition<\/li>\n\n\n\n<li><strong>Clear structure<\/strong>: No boring text block, but bullet points, images and videos<\/li>\n\n\n\n<li><strong>Signals of trust<\/strong>Customer reviews, certificates, case studies<\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5. missing or incorrect conversion tracking<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem: No or incorrect performance measurement<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many companies place Google Ads, but do not know exactly whether the adverts really lead to enquiries or sales. Without correct conversion tracking, the most important key figure for optimisation is missing. It is not enough to see how many people have clicked on the advert. At the end of the day, you want to know whether the expenditure is worthwhile:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution: Set up tracking correctly and be able to read it<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/tagmanager.google.com\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/tagmanager.google.com\/\" rel=\"noreferrer noopener\">Google Tag Manager<\/a> to cleanly record all conversions<\/li>\n\n\n\n<li>Clearly define what counts as a conversion (purchase, lead, call, etc.)<\/li>\n\n\n\n<li>Regularly analyse tracking data and optimise campaigns based on it<\/li>\n\n\n\n<li>As an agency, constantly be in dialogue with the client to keep an eye on goals<\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>6. not optimising Google Ads regularly<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem: <\/strong>Set up once and never looked at again<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many entrepreneurs think: \"I've set up Google Ads, now it's up and running!\" But without ongoing optimisation, campaigns cannot perform.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution: <\/strong>Regularly analyse &amp; adjust<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The following should be done on an ongoing basis:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pause bad keywords<\/li>\n\n\n\n<li>Exclude irrelevant keywords<\/li>\n\n\n\n<li>Include more specific keywords in the search<\/li>\n\n\n\n<li>Test ad texts (A\/B testing)<\/li>\n\n\n\n<li>Analysing conversion data<\/li>\n\n\n\n<li>Adjust budget according to performance<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Unfortunately, there are many agencies that offer clients Google Ads as a service and set up the campaigns, but do not optimise them properly afterwards. Running Google Ads correctly and optimising them on an ongoing basis requires a lot of patience and know-how.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion: Simply avoid Google Ads mistakes and use the growth booster<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Google Ads can massively boost your business in Switzerland - but only if you approach it strategically and properly. Here is a summary of the most important points:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2705 Avoid <strong>Common Google Ads errors<\/strong> and optimise your campaigns in a targeted manner<br>\u2705 Make use of <strong>specific keywords<\/strong> instead of general terms<br>\u2705 Place adverts only <strong>in relevant regions<\/strong><br>Optimise <strong>Ad texts &amp; landing pages<\/strong> for conversions<br>\u2705 Clean <strong>Conversion tracking<\/strong> and regular analysis<br>\u2705 <strong>Regular adjustments<\/strong> are the key to success<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Don't let Google <strong>Steer blind<\/strong>If you implement these tips, you can turn Google Ads into a real growth engine. And if you are unsure, you can contact us <a href=\"https:\/\/cynatic.ch\/en\/contact\/\" data-type=\"page\" data-id=\"5108\">Contact without obligation<\/a>. As an experienced Google Ads expert, I can help you take your campaigns to the next level!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Avoid costly Google Ads mistakes in Switzerland! Discover the most common stumbling blocks and learn how to optimise your campaigns to win more customers and use your budget efficiently. Get the best tips now!<\/p>","protected":false},"author":6,"featured_media":6466,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[48],"tags":[],"class_list":["post-6462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wissenswert"],"acf":[],"_links":{"self":[{"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/posts\/6462","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/comments?post=6462"}],"version-history":[{"count":0,"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/posts\/6462\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/media\/6466"}],"wp:attachment":[{"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/media?parent=6462"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/categories?post=6462"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cynatic.ch\/en\/wp-json\/wp\/v2\/tags?post=6462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}