The world of marketing keeps on changing. And Google AdWords is one of the platforms that are responsible for this change. It can be a little overwhelming if you are just getting started with Google AdWords. But the thing is that we were all once beginners. We just continue to learn.

Ensuring that your pay per click (PPC) campaigns are optimised is important. Especially now that Google AdWords PPC is competitive.

Have you ever felt like you could be generating more revenue from AdWords? Then you’re making some of these mistakes that are hindering your performance.

This article will point out possible wrong practices that you need to break. Understanding your mistakes will lead you to success.

#1 Focusing on the Wrong Duct Tape MarketingKeywords

Image Credit: Duct Tape Marketing

Keywords are the most important part of paid search campaigns. They are the reason why paid searches are succeeding.

There are plenty of tools available that makes your keyword research easier. Unfortunately, there are still paid search advertisers who use keywords the wrong way.

Keywords that have high search value does not mean it’s the best. If you don’t start off with targeted keywords, broad keywords can take up your budget. But it provides little to no conversions at all.

There are three keywords category. These are Broad Match, Phrase Match, and Exact Match. And the mistakes that most advertisers make is using the wrong keyword match.

  • Broad Match – a keyword match that search engines use to classify which search terms your ads are eligible to match against.
  • Phrase Match – shows when someone’s search is the exact phrase of your keyword, or close variations of the exact phrase of your keyword.
  • Exact Match – allows you to reach prospects searching for the specific keyword you’re bidding on or close variants of that keyword.

The foundation of a successful AdWords campaign is through keywords. But if you don’t manage to put your ads to the right audience, all your hard work will be for nothing.

#2 Directing Users to your Homepage

The URL of your ad should have a proper destination. It takes plenty of time to decide which location your URL will land. But most advertisers lead all their ads in a campaign to their site’s homepage.

This is wrong. One of the reasons why you’re not getting conversions is because of this.

Sending your audience to your homepage after compiling a list of relevant keywords is a waste of time. You can’t expect them to navigate through your site to find what they’re looking for. They will leave your site if they don’t see anything relevant.

And this leads to a higher bounce rate, missed conversion opportunities, and unnecessary ad expenses.

A landing page is a standalone web page in digital marketing designed specifically for a marketing or advertising campaign.

Unlike web pages, which usually have many goals and promote experimentation, landing pages are designed with a single focus or purpose, known as a call to action (CTA).

#3 Not bidding on your brand

To increase your conversions, it is best to bid on your own brand name keywords. But you have to pay closer attention to your brand’s value.

Bidding on your brand lets you promote your business. It will also let you reach your customer and help in driving conversions.

If you decide on not bidding on your brand, your competitors might do it for you instead. So bidding on your own brand prevents competitors from bidding on it and getting your customers. Doing this will also strengthen brand awareness. And the most amazing part is that you will be able to bid low and still get a lot of targeted clicks and visitors to your landing page.

#4 Writing Poor Ads and Lack of Extension

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There are a lot of ads that don’t feature the keywords of the searcher. What happens then is that the searcher will not click on the ad because it doesn’t offer what he wants.

You have to change your ways of writing ad headlines to be worthy of those clicks. You can use tools that are available online to help you with this.

Ad extension lets you use site links, call, and location extensions to upgrade your ad. Through this, you will be able to add extra information or links to your ad.

If you are familiar with search engine optimisation, rich snippets for PPC ads is like ad extension. And you have to make sure to use the right ad extension. Because the wrong ones will not appeal to your users.

#5 Not Measuring ROI

Return on investment (ROI) is the profit you’ve made from your ads compared to how much you’ve spent on those ads.

ROI shows the real effect of Google Ads on the business. This is why it is typically the most important measurement for advertisers. It helps you know the number of clicks and impressions you get. Also, it allows you to know how your ads contribute to the success of your business.

You must have a mechanism in determining which of your paid clicks are converting into customer. This is the proper way of running an AdWords campaign without wasting money.

To be able to choose the right ad to focus on in the future, you have to keep track on the conversions that enter your sales funnel. You will also see who among those AdWord clicks go on to become your paying customers.

Once you have the data, you can now decide whether a certain ad will be ramped up or dropped. But in order to track conversions, you need to define first your sales funnel. You will have to install either AdWords tracking pixel or set up Google Analytics goal.

It may be a bit more complicated than running a campaign. But all these steps are the only way to know if your ad campaigns are paying off.

ROI calculation:

Take the revenue that resulted from your ads, subtract your overall costs, then divide by your overall costs. ROI = (Revenue – Cost of goods sold) / Cost of goods sold.

#6 Not including negative keywords

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Google is processing over 6 million keywords every day. And 15% of them are 100% new. This only means that some of these keywords are of high-quality.

Using a negative keyword lets you exclude keywords that are not good enough. It is also the easiest way to reach targeted customers. As well as reduce your cost and increase revenue.


Implementing Google AdWords can help you with your business if used the right way. First thing to consider is that it should be targeted at the right people.

With this, you will be able to increase your traffic. You will also generate better leads and increase sales.

It is also necessary to set a long-term goal. You have to keep in mind that customer lifetime value is not dependent on the initial conversion rate. The most important thing is the events that will happen after they become customers.

Author’s Bio:

Al Gomez is a digital marketing specialist and entrepreneur, currently employed in Ad Impact. He has more than twelve years of digital marketing experience, and has a proven track record of successful projects and expertise in various marketing channels. He is passionate about solving online marketing problems like generating leads and increase in sales.

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