3 Most Common Google AdWords Mistakes

If it’s your first time advertising on Google AdWords, then read this blog! Why? Because we all know that Google AdWords is an excellent way to drive traffic to your website and no one wants to be wasting money on people who aren’t interested in your products or services. If your Google AdWords campaign isn’t handled correctly, it can be expensive but the trick is to manage your campaigns to get the highest ROI! Let us explain the most common Google AdWords mistakes that can cost you more money than you should be spending.

Mistake #1: Incorrect Keyword Grouping

AdWords lets you create ad groups to manage different campaigns and in each campaign, you have your ad groups and keywords.

As important as ad groups are, some people don’t use them correctly and it’s one of the biggest mistakes that people make. Instead of dividing ads into groups based on similar keywords, they put all their keywords into one ad group.

The problem with this is that the ad being shown should match the keywords being searched. If your keywords aren’t matched to the ad, this will lower your quality score and ad score, which are both crucial. If your ad matches the keywords, the more likely people are to click on the ad and your ad score and quality score will increase.

The rule of thumb is to use no more than 20 keywords per ad groups. Sometimes you can get away with using a few more, but exceeding a 20 keyword limit is a sign that your ad copy isn’t matching the keyword being searched as closely as it could.

Mistake #2: Not Using the Right Keyword Matches

The next common mistake people make is not using the right broad match, phrase match, or exact match keywords. AdWords allows you to add keywords to a campaign in one of the three ways mentioned above.

A broad match keyword means that your ad will show in a search so long as the keywords you entered show up in the search in one form or another. For example, you type in “car repair”, your ad will show up for people who type in “car repair”, “how to do car engine repair yourself”, or “where can I get car window repair”. So with this keyword match, you won’t target the people that are your desired customers.

A phrase match keywords means the keyword phrase needs to show up in the search as a complete phrase in the order you enter it.  Using the same example as above, when you enter “car repair” as a phrase match keyword, then your ad will show up for terms like “car repair” or “car repair near me”. It will not show up for searches like “how to do car engine repair yourself” and “where can I get car window repair” since the phrase doesn’t show up together in those searches.

An exact match keyword is when the term being searched needs to exactly match the keyword that you entered in AdWords. So if you have [car repair] as an exact match, it will show up only when someone searches for “car repair” and won’t show up even if someone searches for “car repair for cheap.”

Our recommendation is to start with exact matches and then expand to phrase and broad as needed. If you aren’t getting enough impressions and conversions with exact matches, then you can add the terms as a phrase match and eventually as a broad match. On the flip side, if you aren’t getting good results with a broad match, you can scale back to use only exact and/or phrase matches.

Mistake #3: Not Using Negative Keywords

Not using negative keywords is another mistake people tend to make. AdWords allows you to use negative keywords as a way to exclude keywords that are not a good match for your product.

For example, if you own a retail store that sells designer women’s shoes but not athletic or men’s shoes, then you won’t want your ads to show up on searches for “women’s running shoes” or “designer men’s shoes” but do want them to show up on searches for “women’s shoes” or “designer women’s shoes”. Thus, you can add “running” and “men’s shoes” as negative keywords, and your ads won’t be shown for any searches that include the word “running” or “men’s”.

Negative keywords can be added to both the campaign and ad group level. So if a word should be excluded from only one particular ad group, then you can exclude it at the group level, but if you want it excluded from the entire campaign, then you can do that as well.

Need Help?

If you avoid these 3 most common mistakes people make with Google AdWords, your campaign will be optimized and you’ll avoid the common mistakes that most people make with AdWords. If you need help starting up a campaign or just need maintenance on your Google AdWords account, then give us a call! We know the ins and outs of Google AdWords! Call us today!