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Google AdWords Mistakes That Eat Up Your PPC Budget & Impact Your ROI
Rockon I.T - Blog

Google AdWords Mistakes That Eat up Your PPC Budget & Impact Your ROI

  •   Bobby Bedi
  •   Oct 06, 2017

Google AdWords Mistakes

Google AdWords is a digital marketing platform that facilitates marketers to target the potential audience by displaying their brief advertising copy to web users. Since it is a sophisticated platform that involves money, it is important to handle it correctly and carefully. AdWords Pay-Per-Click (PPC) is a beneficial service to increase traffic on your landing pages and get better ROI. You must have seen lots of people investing in AdWords to run successful campaigns. It is a simple process to start advertising with Google AdWords. Here’s what you need to do:

Put in some money, research keywords, build ads, and start your campaign – but, what if you’re still not satisfied with the outcome?

Many of us might have come across this situation once or more in our lives. The answer is a poorly managed campaign which is the result of small or imprudent mistakes that you’ve probably made without giving them a second thought.

To make your campaigns successful, you not only need to invest money but also understand the rudiments of AdWords. In this article, we will discuss the most common Google AdWords mistakes that people often make.

Ignoring correct keyword match

Let’s kick things off with one of the most common mistakes people make! It is assumed, the keywords that are searched the most or have high search volume are the best ones to use. When setting up a new campaign, you will be asked to choose a bunch of keywords for your advertisement. So, what you do – you find a keyword tool online and submit a random keyword that comes to your mind. Voila! Magic happens, and you observe that the targeted keyword has matched with the terms people are searching for on the internet. Unfortunately, at that time you often ignore the fact that the competition will be really tough.

Here are the four types of keyword matching that you need to know and use when setting up a new campaign.

     1. Broad match:

It gives the widest coverage to trigger a keyword for your ad and allows you to show it whenever someone searches for that particular keyword, similar phrases, stemming, misspellings, and other related keywords too. With this match, too many irrelevant searches can appear which reduces your quality score, CTR, and ranking of your ad.


Target keyword: Buy baseball

Search result: Baseball equipment & gear; baseball bats; baseball & soft gloves, and so on.

     2. Phrase match:

It allows your ads to show when a person searches for the specific or close variations of your phrase keyword.


Target keyword: “Baseball bat”

Search result: “Buy baseball bat”

     3. Exact match:

It is the most restrictive keyword type that shows your ads on the web when someone punches the exact keywords that you have used.


Target keyword: [Baseball bat]

Search result: [Baseball bat]

     4. Negative match:

This match type is often mistakenly overlooked or neglected by advertisers. A negative match is used to prevent your ad from displaying the irrelevant search queries that may seem similar, but are actually not. If you think some keywords can affect the ranking of your ad or are not a good match, then exclude them by using this match type.

Don’t know your quality score:

Quality score has a direct correlation with your PPC success. It has a range of 0-10 which can be used to check the relevance and quality of your keywords and campaigns. A high score (near about 7) helps you to determine the ranking of your ad, boosts the rating, and achieves more clicks at a lower cost.

Here are some tips that can help improve your quality score:

  • Add new and highly relevant keywords to your Ad campaigns.
  • Improve the quality of your landing page through optimization.
  • Insert dynamic keywords in your destination URL.
  • Create focused Ad groups around specific keywords.
  • Consider replacing the Ads that are underperforming with newer ones.

Forgetting the optimization:

One amazing thing is, how frequently ‘we people’ ignore the basics with the expectations that the itty-bitty problems will get resolved on their own. This is applicable in real life and in AdWords as well.

Running successful ads depend primarily on the efforts you are putting in the optimization process. Creating a new campaign is quite similar to setting up a pipeline system, and optimization is like finding any loophole in the existing one. Finding that leak source in your campaign can help you to make it a complete success.

Sending people to your home page:

Another big mistake we make while running a campaign is, not having a dedicated landing page and sending all traffic to the homepage. By doing this, investors lose leads, sales, and of course, money. To avoid this mistake, it’s always recommended to bring in the paid traffic by creating a landing page. The primary purpose of this page is to communicate with your clients and make them aware about your products and services.

Not bidding on your own brand:

You should bid and run ads by the name of your company and products. This will help to increase conversions and engage more traffic. Remember, if you don’t use it for your own profit, someone else will. So, don’t give up on the chance and utilize it well.

What do you think? Did you make the same mistakes too? If yes, then don’t be afraid. Google AdWords is a tricky platform, and there is no rocket science behind becoming a professional just after utilizing AdWords platform once or twice. And if you are a beginner and have no idea how it works, then consider hiring a reputable and experienced Pay per Click Advertising Agency. They can offer an array of PPC & digital marketing services to manage your ads and campaigns more efficiently and successfully in Rancho Cucamonga, CA, and around the globe.


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