Misusing location targeting based by choosing the more restrictive “Presence only” option, you’ll ensure that your ads only appear to users who are physically located in the regions you specify, and avoid wasting budget on irrelevant audiences.
**How to fix this: **In your campaign settings, go to “Locations” and select “Location Options.” Be sure to select the bottom option: “Presence: People who are or regularly are in the locations you include.” \
How to avoid click fraud
Misusing location targeting based the main source of wasted spend is clicks from bots, competitors, random clicks, and other “invalid” clicks.
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According to Juniper Research, it is estimated that 22 percent of all online advertising spend is due to fraud and invalid clicks.
You can view the number of “invalid” clicks in your Google Ads campaigns. These could be low-activity keywords that are unnoticed. Small daily costs accumulate over weeks and months without leading to conversions.
**How to fix it: **Periodically review the amount of invalid clicks your campaign is receiving by going to your campaign reports and adding the “Invalid Clicks” column, then adjust your keywords, site exclusions, and other targeting options to reduce exposure to unwanted sites and users. You can also include click fraud prevention measures to help mitigate this issue.
Not using negative keywords
As Google’s keyword match types have become broader and more vague, negative keywords are more important than ever to maintain accuracy.
Without negative queries, your ads may show on irrelevant or low-quality queries, potentially draining your budget.
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**How to fix this: **Regularly review your “Search Terms Report” (under Insights & Reports → Search Terms). Consider using negative keyword lists , which are available online.
Final thoughts
It’s very easy to waste money on Google ads. This is compounded by the default settings and the constant automated suggestions from Google fax database to expand your reach and increase your ad spend. Smart marketers know to do the opposite: start with a very narrow goal and expand your reach based on what works.
By catching these silent budget leaks early, you can stretch your advertising spend much further and get a much higher return.