Mistake 1: Not Using Negative Keywords (And Forgetting to Review Search Terms)

One of the most costly mistakes in Google Ads is neglecting negative keywords. Without them, your ads can appear for irrelevant searches, leading to wasted spending. For example, if you sell high-end shoes but don’t add “cheap” or “bargain” as negative keywords, your ads might appear for those queries—attracting clicks from users unlikely to convert.

How to avoid it: Regularly review your search terms report. This will show you the exact searches triggering your ads, helping you identify irrelevant queries. Add these as negative keywords to stop your ads from appearing for unqualified traffic. This approach will refine your campaign over time, improving your return on ad spend (ROAS)​​.

Mistake 2: Ignoring Ad Extensions

Ad extensions are free to use and can dramatically improve the performance of your ads by increasing their size and visibility. Yet, many advertisers overlook them. Not using ad extensions essentially gives up valuable real estate in search results that could drive more clicks.

How to avoid it: Always enable relevant ad extensions, such as sitelinks, callouts, and location extensions. These additions provide users with more information upfront and increase the chances of a higher click-through rate (CTR). More clicks mean more chances to convert​​.

Mistake 3: Using Broad Match Keywords Too Early (Start with Phrase Match)

Broad match keywords can cause your ads to trigger for a wide variety of searches, many of which might not be relevant. This can waste your budget quickly. For example, a broad match keyword like “shoes” might display your ad for searches related to shoe repair or shoe design—completely unrelated to your business.

How to avoid it: Start with phrase match keywords instead. Phrase match gives you more control and ensures your ads show up for queries that include the meaning of your keyword. This way, you target users with more relevant intent and avoid wasting spend on irrelevant searches. You can gradually introduce broad match keywords once you’ve gathered enough data and added plenty of negative keywords​​.

Mistake 4: Not Tracking Conversions Properly

Without proper conversion tracking, you’re flying blind. You might be getting clicks, but if you’re not tracking actions like form submissions, calls, or sales, you’ll never know whether your campaign is truly successful. This also makes it impossible to optimise your bids based on what’s actually working.

How to avoid it: Set up conversion tracking in Google Ads. The best way to do this is to set them up in Google Analytics and import them to Google Ads. Track key actions like purchases, sign-ups, and phone calls to measure the effectiveness of your campaigns. Once set up, use this data to optimise your bids and improve performance. Conversion data helps Google’s machine learning algorithms serve your ads to the most likely converters​.

Mistake 5: Setting and Forgetting Campaigns

Google Ads is not a “set and forget” platform. Campaigns need constant attention, as performance can fluctuate over time due to factors like competition, seasonality, and changes in user behaviour. Failing to monitor and optimise your campaigns can result in declining performance and increased costs.

How to avoid it: Regularly check your campaign performance and make adjustments based on data. Review your bids, keywords, and ad copy to ensure everything is performing as expected. Testing new ad variations and refining targeting based on audience behaviour will keep your campaigns competitive and efficient​​.

Mistake 6: Relying Only on Search Campaigns Instead of Exploring Performance Max

Focusing solely on Search campaigns can limit your reach. Performance Max campaigns allow you to target users across Google’s entire ecosystem, including YouTube, Display, Discover, and more. This is especially useful if you want to drive conversions across multiple channels without the complexity of managing each one separately.

How to avoid it: Incorporate Performance Max campaigns to expand your reach. Performance Max uses machine learning to optimise your budget and ads across Google’s channels, helping you get more conversions without the need for manual targeting. It’s a simple way to diversify your campaign strategy and tap into new audiences​​.

FAQs

1. What are negative keywords, and why do I need them?

Negative keywords prevent your ads from showing for irrelevant searches. They are crucial for eliminating unqualified traffic and ensuring your budget is spent efficiently.

2. Why should I use ad extensions?

Ad extensions provide additional information and increase the size of your ad, making it more appealing to users. This often leads to higher click-through rates and better ad performance.

3. What’s wrong with using broad match keywords?

Broad match keywords can trigger your ads for too many unrelated searches, wasting your budget. Start with phrase match to target more relevant searches, and introduce broad match later once your campaign is optimised to find new potential keywords to target.

4. Why is conversion tracking important?

Conversion tracking shows whether your ads generate actual results, such as sales or leads. Without it, you won’t know if your campaign is profitable or how to optimise it.

5. What is Performance Max, and why should I use it?

Performance Max is a campaign type that automatically optimises your ads across all Google channels, including Search, Display, YouTube, and more. It uses machine learning to target the most relevant audiences, helping increase conversions.

Conclusion

Google Ads can be highly effective, but only if you avoid common mistakes like not using negative keywords, ignoring ad extensions, and relying too heavily on broad match keywords. By tracking your conversions, regularly optimising your campaigns, and exploring new campaign types like Performance Max, you’ll set yourself up for long-term success.

This guide is written by Hedgehog, a Done With You digital marketing consultancy specialising in small and medium businesses in Australia. We offer digital marketing consulting, coaching, and training.‍