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The Top Mistakes To Avoid When Running A Google Adwords Campaign

Running a successful Google Ads campaign requires careful strategy and avoidance of common mistakes that can hinder its effectiveness. This article highlights the top mistakes to avoid when running a Google AdWords campaign, providing detailed insights and strategies to maximize performance.

The first mistake to avoid is using the wrong or no conversion actions. It is crucial to define high-value actions, such as form filling or purchases, to track and optimize campaign success.

Pairing Smart Bidding with the wrong goals is another common mistake. Strategies focused on conversions may be ineffective if pageviews are counted as conversions.

Auto-applying recommendations without considering specific account goals is also problematic.

Neglecting negative keywords and relying solely on broad match keywords can lead to matching with irrelevant queries.

Ad copy testing is essential, and underfunding campaigns can result in poor performance.

By following best practices and avoiding these mistakes, advertisers can enhance the performance and success of their Google Ads campaigns.

Conversion Actions

One of the top mistakes to avoid when running a Google AdWords campaign is using the wrong or no conversion actions, which can hinder the success of the campaign by not aligning with high-value actions such as form filling or purchases.

Tracking effectiveness, optimizing landing pages, setting up conversion tracking, analyzing conversion data, and improving conversion rates are all crucial aspects of running a successful campaign.

By implementing the appropriate conversion actions, advertisers can accurately measure the effectiveness of their ads and make data-driven decisions to optimize their campaigns. This includes setting up conversion tracking to monitor the desired actions, analyzing conversion data to identify trends and areas for improvement, and continually working on improving conversion rates through strategies such as improving landing page design and user experience.

Smart Bidding Goals

Smart Bidding strategies focused on conversions may prove ineffective if they mistakenly count pageviews as conversions. This improper optimization can lead to ineffective targeting and incorrect bidding strategies. In order to achieve successful outcomes, it is crucial to have a clear understanding of what constitutes a valuable conversion action.

By accurately tracking high-value actions such as form filling or purchases, advertisers can ensure that their Smart Bidding strategies are aligned with their goals. Failure to do so can result in inadequate tracking and poor ad relevance, ultimately hindering the success of the Google AdWords campaign.

It is essential to carefully review and adjust the conversion actions to optimize the bidding strategy and maximize the campaign’s performance.

Auto-applied Recommendations

Auto-applied recommendations in Google Ads often fail to consider the specific goals and objectives of individual accounts, potentially leading to suboptimal campaign performance and limited success. Ignoring relevant data and account-specific goals, these recommendations may not align with the customized approach required for effective optimization. This can have a potential impact on the success of the campaign as it fails to address the unique needs of the account.

To avoid this mistake, advertisers should carefully evaluate each recommendation and assess its relevance to their specific goals. They should prioritize a thorough understanding of their account’s objectives and consider the potential impact of implementing auto-applied recommendations.

By taking a strategic and customized approach, advertisers can optimize their campaigns effectively and ensure that the recommendations align with their account-specific goals.

Broad Match Keywords

Broad match keywords can be a valuable tool in a Google Ads campaign when used strategically and in conjunction with other match types. They allow advertisers to reach a wider audience while still maintaining control over relevance and targeting.

Broad match strategies encompass a broader range of search terms, enabling advertisers to capture relevant variations and potential new keywords. However, relying solely on broad match keywords can lead to irrelevant impressions and wasted ad spending.

To mitigate this, advertisers should also incorporate narrow match keywords, phrase match keywords, modified broad match, and exact match targeting. This helps refine their audience targeting and ensures their ads are shown to the most relevant users.

By using a combination of match types, advertisers can strike a balance between reach and precision, maximizing the effectiveness of their Google Ads campaigns.

Negative Keywords

Negative keywords play a crucial role in optimizing Google Ads campaigns by preventing ads from being shown to irrelevant users, ultimately improving overall campaign performance. A well-executed negative keyword strategy helps in identifying irrelevant queries and avoiding wasted ad spend.

Here are four key strategies for optimizing negative keywords:

  1. Conduct thorough keyword research: Identify search terms that are irrelevant to your campaign goals and add them as negative keywords.
  2. Regularly analyze search term reports: Monitor the search terms that trigger your ads and identify any irrelevant keywords. Add them as negative keywords to improve ad targeting.
  3. Use different match types for negative keywords: Utilize broad, phrase, and exact match types for negative keywords to ensure that your ads are not shown for irrelevant variations of search terms.
  4. Continuously update and refine your negative keyword list: Regularly review your search term reports and refine your negative keyword list to improve campaign performance and minimize wasted ad spend.

By implementing these strategies, advertisers can enhance the effectiveness of their Google Ads campaigns and maximize their return on investment.

Ad Copy Testing

Ad copy testing is a crucial process in optimizing the performance of Google Ads campaigns, allowing advertisers to gather data and identify the most effective messaging strategies for their target audience.

A/B testing is commonly used to compare different ad creative variations and determine which ones generate better results. Through ad performance tracking, advertisers can measure the effectiveness of their ad copy optimization efforts and make data-driven decisions to improve their campaigns.

An effective ad messaging strategy involves creating 2-4 active ad variants in each ad group and letting them run against each other to gather data. Underperforming variants can be paused and replaced with new ones, while successful variants can be further tested to find what works well.

Ad copy testing plays a crucial role in maximizing the performance and success of Google Ads campaigns.

Underfunding Campaigns

Insufficient allocation of budget can significantly impact the performance and effectiveness of PPC campaigns. To ensure campaign optimization and maximize ROI, proper budget management is essential. By carefully tracking the performance of campaigns and monitoring the return on investment, advertisers can make informed decisions about budget allocation.

Campaign restructuring may be necessary to optimize performance and achieve desired results. This may involve consolidating campaign structure or adjusting settings to gain better insights and control over spending. By implementing these strategies, advertisers can prevent underfunding campaigns and ensure that their investment in Google Ads is worthwhile.

Campaign optimizationContinuously monitor and optimize campaign performance to achieve desired results
Budget managementTrack ROI and allocate budget effectively to maximize campaign performance
ROI trackingMeasure the return on investment to evaluate the success of campaigns
Campaign restructuringMake necessary adjustments to campaign structure and settings to improve performance and control

Recap and Tips

To ensure the success of PPC campaigns, it is important to implement effective strategies. These strategies include campaign optimization, conversion tracking, budget allocation, performance analysis, and ad testing strategies.

Campaign optimization involves regularly reviewing and applying Google’s recommendations. It also involves using a mix of match types, maintaining a negative keyword list, and testing ad copy with multiple variants.

Conversion tracking is crucial for setting up conversion actions that impact your goals. It is important to avoid using Smart Bidding strategies that may be ineffective.

Budget allocation should be sufficient to make your investment worthwhile. Low budgets can be managed by saving money in Google Ads or using tools like WordStreams Free Google Ads Grader.

Performance analysis is an essential step in PPC campaigns. It involves consolidating campaign structure or settings for better insight and performance. It also includes prioritizing campaigns or keyword sets to maximize performance.


In conclusion, running a successful Google Ads campaign requires avoiding common mistakes that can hinder its effectiveness.

It is crucial to use high-value conversion actions, choose the right Smart Bidding goals, and not blindly follow auto-applied recommendations.

Strategic use of broad match keywords and the inclusion of negative keywords are also important to ensure relevant targeting.

Ad copy testing should be a priority, with multiple active ad variants regularly tested and replaced as needed.

Lastly, proper funding and campaign management are essential for optimal performance.

By following these best practices, advertisers can maximize the success of their Google Ads campaigns.

What are the top mistakes to avoid when running a Google AdWords campaign?

Businesses rely on Google Ads for traffic, leads, and revenue, but running a successful campaign is not simple. Common mistakes include incorrect conversion actions, lack of negative keywords, and underfunding. Effective targeting, keyword optimization, and ad copy testing are crucial, and allocating budget, conducting ROI and competitor analysis, and preparing for AI impact are important factors to consider.

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