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Mike Lieberman, CEO and Chief Revenue ScientistMon, Nov 13, 2017 4 min read

Google AdWords Mistakes to Avoid

{}Appearing as banner-style or pay-per-click, Google AdWords target customers across the search-and-display network, using designated “ad words” as part of the search network. 

Google AdWords can be effective for generating leads and ensuring business success in the future. But to do so, you’ll need to avoid some mistakes.

Using Loose, Generic Word Bunches

A bit of preliminary keyword research can save you a lot of trouble down the road. For refined, relevant results, choose words that match. Lumping broad words together is ineffective, while separating words helps maximize results and reduces non-performing words that eat into your budget. Mindlessly designating loosely related words could penalize your business, resulting in paying more for each click. 

Keywords or phrases are entered by users into Google so customers can find what they need, so select target keywords your audience uses instead of broad terms for a higher conversion rate. Think about keyword matching, dividing between a broad match to an exact match, to really get the most out of your search results and expenses. 

Don’t just put any words together.

Using the Wrong Landing Page

Sending all traffic to the same landing page is another Google AdWords mistake—but one that can be easily avoided. 

When people click on ads, they expect to be taken to the product or what they’re looking to receive. Customers should be sent from the click through to the page where they’ll find what they’re looking for. Sending them elsewhere, such as a generic home page, does the exact opposite and makes it harder to retain visitors’ attention and loyalty. 

An effective landing page is important, so before you finalize the click through, think about which page really allows readers to connect with the information they seek. 

Dumping everyone on the homepage is just an easy way to lose leads.

Not Using Enough Negatives

Implementing negative keywords into your campaign is more positive than it sounds. You want your business to show up in some searches but not others. Negative keywords exclude keywords that aren’t a good product match and keep you out of searches you don’t want to appear on.

For example, if you sell designer women’s shoes—not designer athletic women’s shoes, the negative keyword you need is “athletic.” This way, you won’t show up in non-targeted searches for designer athletic women’s shoes.

Including negative words enables enhanced performance and better returns. It may not be directly what you’re promoting, but it provides a realistic depiction of your Quality Score and overall costs for your budget.

Not Tracking Conversions

You should be tracking conversions from the start. This will help you gauge how much revenue is generated by what you’re spending. It will also give you an idea of which ads, keywords, and traffic sources generate the best results.

Without conversion tracking, it’s hard to get a clear sense of which keywords provide the desired actions. Google provides this for free with the option to combine it with Google Analytics to create a powerful marketing tool that connects all the data the campaign generates.

Setting It and Forgetting It

Don’t forget you set up an ad campaign in the first place. Setting up the campaign is a lot of work, but once it’s done, you need to stay vigilant to ensure you’re getting an ROI.

Keep your business’ AdWords account structured because this creates a dramatic impact on crucial PPC metrics, such as Quality Score. The more relevant the traffic and clicks, the higher the score. Judge the campaign’s ongoing performance—don’t just forget it after the start date.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.