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10 Don’ts for Google Adwords

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Google Ads, previously called Google AdWords, is a must-have for digital marketers. It helps drive targeted traffic, generate leads, and get a great return on investment. Google Ads lets businesses place ads in Google search results and on partner websites. When used right, it can be very rewarding. However, the platform’s many features can also lead to challenges that might reduce its effectiveness. This guide will help you avoid mistakes in Google Ads, boosting your campaign’s performance and success.

Keyword Research

Don’t Ignore Keyword Research

Ignoring keyword research in a Google Ads campaign is like sailing without a compass. You might move, but you’ll probably drift off course. Keyword research provides the basis for your campaign, helping you understand what potential customers are searching for so you can target your ads effectively. Not investing time in keyword research often leads to poorly targeted ads. This wastes your budget on irrelevant clicks and lowers your return on investment.

Don’t Set and Forget Your Campaigns

Treating your Google Ads campaigns as “set and forget” is like planting a garden and never watering it. It may look fine at first, but neglect will cause it to deteriorate over time. Regularly monitoring and updating your campaigns is necessary to adapting to market changes, consumer behavior, and competition. Not doing this can lead to declining performance, like lower click-through rates and conversions. You’ll also miss emerging opportunities that could improve your results. Inactive management can lead to poor performance and missed growth opportunities.

man looking at mobile phone

Don’t Overlook Negative Keywords

Neglecting negative keywords in your Google Ads campaign is like leaving your front door open, letting everyone in, even if they’re not interested in what you offer. Negative keywords help exclude irrelevant search queries, improving the quality of traffic to your website. When overlooked, you risk attracting unqualified clicks that fail to convert and unnecessarily consume your budget. By not taking advantage of this feature, you essentially increase costs while diluting the effectiveness of your campaign.

Don’t Underestimate Ad Extensions

Ignoring ad extensions in your Google Ads campaign is much like buying a top-of-the-line smartphone and only using it for voice calls; you miss out on many additional features designed to enhance your experience. Ad extensions allow you to provide extra information, such as links, phone numbers, and business locations within your ad. This makes your ad more comprehensive, informative, and click-worthy. Underestimating or ignoring ad extensions means missing a chance to make your ad stand out. This can lead to lower visibility and fewer clicks.

a/b testing

Don’t Ignore Mobile Users

Failing to optimize for mobile users in your Google Ads campaign is like opening a store but ignoring foot traffic, missing many potential customers. With more people using smartphones, many search queries come from mobile devices. Mobile optimization makes sure your ads and landing pages work well for these users, providing a smooth experience that boosts engagement and conversions. Ignoring this growing group can lower your reach because your ads might not display or work well on mobile devices. This can lead to fewer conversions due to a poor user experience.

Don’t Overcomplicate Your Landing Pages

Overcomplicating your landing pages is like writing a novel when a short story will do. You risk losing the audience’s interest with unnecessary details. An effective landing page should be simple, focusing on key elements like a clear call-to-action, succinct content, and visual cues that guide the visitor toward conversion. Excessive elements or complex designs can overwhelm visitors, causing them to leave without taking action. This lowers conversion rates and creates a poor user experience, hurting your Google Ads campaign’s effectiveness. 

analyzing data

Don’t Skip A/B Testing

Skipping A/B testing in your Google Ads campaign is similar to cooking a complex dish without tasting it; you won’t know what’s missing or what needs adjustment. A/B testing allows you to compare two ad or landing page versions to determine which performs better in metrics like click-through rates, conversion rates, and more. By skipping this analytic tool, you miss the chance to fine-tune your campaign for better performance. Without data-driven adjustments, you get suboptimal results and lose valuable insights for future campaigns.

Don’t Blindly Follow Trends

Blindly following trends in Google Ads is like jumping on a moving train without knowing its destination; it’s risky and may not take you where you want to go. Trends in digital advertising can change rapidly, and what works for one business may not necessarily be effective for another. Adopting the latest tactics without proper evaluation or adaptation to your needs can result in a disjointed and ineffective campaign. This wastes your money and leads you to use strategies that don’t match your goals or audience, wasting time and missing opportunities.


Don’t Neglect Analytics

Neglecting analytics in your Google Ads campaign is like driving without a GPS; you won’t know if you’re on the right path or need to turn to reach your destination. Analytics tools offer invaluable insights into how well your campaign performs across metrics such as click-through rates, conversions, and ROI. These data points act like a performance report card, helping you make smart decisions for tweaking or overhauling your campaign. Ignoring analytics leaves you in the dark, making it hard to know what’s working and what’s not. This limits your ability to make strategic adjustments, potentially causing stagnation or a decline in campaign performance.

Don’t Underbudget

Underbudgeting for your Google Ads campaign is like trying to fuel a jet with just a gallon of gas; you won’t get far. An adequate budget is required to compete effectively, especially in markets with high competition or costly keywords. Setting a budget too low limits your campaign’s reach and potential for success. It restricts how often your ad is shown, reducing opportunities for clicks and conversions. In the end, cutting your budget can hurt your campaign’s performance and effectiveness, making it hard to reach your marketing goals.

Avoid the Don’ts of Google Adwords

Avoiding common Google Ads mistakes, like skipping keyword research or underbudgeting, can greatly boost your campaign’s success. Just as a skilled carpenter wouldn’t ignore the quality of his tools or materials, savvy marketers should pay meticulous attention to each aspect of their Google Ads campaigns. By avoiding these mistakes, you can optimize your budget and aim for higher ROI and better campaign results. A successful Google Ads campaign is easier when you know which obstacles to avoid.

“Success isn’t just about doing the right things; it’s about avoiding the wrong ones.”



Founder & Executive with a Background in Marketing and Technology | Director of Growth Marketing.