Three Most Common Mistakes Made by Adwords Managers (And How to Avoid Them)

In Paid Media by Baili Olive

Today, Google’s pay-per-click (PPC) tools within Google AdWords offer tons of useful information to help marketers and ad managers succeed in engaging users and funneling in conversions.

Although, just because you use Google AdWords doesn’t mean you’re a master at it. There’s always something new to learn and there are always ways to improve. Try not to to fall into making these mistakes, and if you already have, there are definitely ways to avoid them in the future.

Using the Wrong Keyword Matches

Within Google AdWords, keywords are the driving force behind your ad. It’s how users find your page through the search engine. Within AdWords, you can create broad-match, phrase-match, and exact-match keywords that each reach the user in different ways.

  • Broad-match keywords will appear in search results as long as they are a part of the search phrase. Searching for “wireless headphones” will appear in search results that ask everything from “where can I buy wireless headphones” to “headphones that are wireless.” Broad-match keywords can include synonyms, related searches and variations.
  • Phrase-match keywords show on searches that match a phrase or are close variations of that phrase, with additional words before or after. “Wireless headphones” would appear in search results for “are wireless headphones worth the money?” and “wireless headphones review.”
  • Exact-match keywords show on searches that match the exact term, or close variations of that exact term. “Wireless headphones” will only pull up search results for “wireless headphones.”

If you’re not taking advantage of these keyword variations, you’re missing out on optimizing all of your potential searches. Begin using exact matches on most ads and then expand into phrase and broad matches. Make changes based on impressions and conversion data found in AdWords. For the best results, combine keyword matches (broad, phrase and exact) into “cascading bids.” Set the lowest bids for broad-match keywords, somewhere in the middle for phrase match, and the highest bids are reserved for exact-match keywords.


Not Using Negative Keywords

Negative keywords allow you to exclude keywords that are not a good match for your product. For example, if you only sell mechanical watches, you may not want to appear in the search results for “smartwatches.” In this instance, “smartwatch” would be a negative keyword.

  • Don’t use too many negative keywords as they will become difficult to track later down the road.
  • Copying and pasting an entire list of keywords for a single campaign will only make the entire process harder and less efficient. Take the time to optimize your negative keywords and find the best fit for each ad.
  • Keep track of your negative keywords using a spreadsheet program. This ensures that everything is organized properly.

You can use Google Analytics to find which words should be excluded. Within Google Analytics, click on “Acquisition,” then “AdWords,” and “Matched Search Queries” and finally click on “Query Match Type” to look through lists of broad or phrase matches. From here, you can determine which keywords may need to be kept out.

Not Using Ad Extensions

It may sound obvious, but a poorly written ad isn’t going to attract very many users. When creating an ad it’s essential to include a powerful call-to-action, but Google AdWords only allows for 30 characters in the main headline. How do ad managers and marketers take advantage of the character limit? By using ad extensions.

Google AdWords allows for a variety of ad extensions, which create an interactive experience within the ad itself. Using the right ad extensions will ultimately increase your click-through rate. Unfortunately, the wrong extension for a situation could be detrimental and even scare the user away! The extension you choose to use should be based on your overall goal.

Drive customers to your physical location

Using “location extensions” allows you to provide a physical address as well as the hours of operation of your brick-and-mortar business. Use this extension if you want to generate more foot traffic to your store.

Get customers to contact you

“Phone call extensions” add the ability to call your business directly from the ad. The same goes for “message extensions” which allow users to contact you through a messaging system or email.

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Generate conversions on your website

If you want to push users to specific pages of your website, using “sitelink extensions” allows you to provide those extra links directly in your search advertisement.

Provide users with more information regarding prices and buying options directly in your advertisement by using the “price extension.”

If your product is highly reviewed, show off your good ratings using the “review extension.”

Screen Shot 2017-10-05 at 9.30.23 AMDownload the app

Encourage users to download that app you spent so much time on. Use the “app extension” to navigate users directly to the Apple App Store or the Google Play depending on their device.

By following these tips and avoiding these three common mistakes, you can easily ensure that your AdWords experience is more efficient and far-reaching.