5 Adwords mistakes and how to solve them

More traffic can often turn into more leads and more conversions. In an ideal world this would be the case; however, blindly setting up an Adwords campaign often leads to common mistakes occurring. In this blog, we’re going to highlight five common AdWords mistakes and how these can be avoided. 

Mistake 1: Not using the correct keyword types. 

There are 3 different types of main keywords in Google AdWords. Broad match, phrase match and exact match. 

The main issue advertises use is only using broad match as their keyword type. This means they match every search query that includes that keyword. Although this can generate more traffic the traffic is often less targeted and less likely to bring in conversions. 


Use the other keyword types in the initial period of your advert, this will give you data on which keywords are performing the best. You can also find search terms your users are searching to eliminate any keywords that are not performing or leading to conversions. 

Mistake 2: Negative Keywords (or lack of) 

Not using negative keywords is a common mistake advertisers make in the early days. A negative keyword is a way of telling Google Ads not to show your ad for any searches containing the negative keyword term. A common negative keyword is “free” this would eliminate any searches that include your keyword and the word “free” in so your advert would not be shown to people entering these queries. Over time when you overview your adwords search terms you will add more and more negative keywords to add to your account and campaigns. These will ensure your ads are only shown to the correct searchers and bring in the best return of investment. 


Create a negative keyword list for your campaigns and have this saved as a document. The most common negative keyword would be terms around recruitment such as “Jobs” and “Careers”. Over time analyze the search terms in your ad account and it will be clear which search terms need to be added to the negative keyword list. This will save you money and lead to a cheaper cost per conversion. 

Mistake 3:  Not bidding on your own company name/brand 

Many advertisers choose not to bid on their own company name as they believe people searching this will find them in the organic search results anyway and see this as a waste of money. This is wrong for both small and large businesses. For large brands, the main issue is that competitors will often place bids on their company name in a hope to steal potential customers, so it’s important to bid on their own brand name to stand this from happening. For smaller brands it’s more unlikely competitors will be bidding, however still possible. For smaller brands adding your own company name as a PPC, keyword allows you to dominate the top spots on the search result. You must likely already rank 1st (or very high) organically for your brand name, adding in a paid result that will minimize the chance of customers clicking not on to your landing pages when they search your brand terms. 


Create a branded campaign that directs users to the desired pages of the website. This will make sure your brand is well represented in the search results and make it easier for your customers to find your website. 

Mistake 4: Not using Ad Extensions – Sitelinks etc. 

Ad extensions allow you to add extra pieces of information to your Ads. This will give your customers more reason to visit your site alongside giving them more options for landing pages via site links. 


Add relevant Ad extensions to your ads. You can add phone extensions, location extensions and sitelink extensions. This gives your customers a number of options on how to contact you and will increase both click-through rates and conversions. 

Mistake 5: Poorly written ads 

Adwords is an extremely competitive market. Limited character limits and a crowded Ad space means the copy of your ads is extremely important.  Your ads need to convince people to choose you over your competitors and sell your business as the answer to their problems. 


One of the most important pieces of copy to have in your advert is a call to action. This gives potential customers a reason to click through to your website. Including review scores and key selling points should make your ad stand out above competitors.