Common Mistakes in Google Ads Keywords and How to Correct Them

Introduction

With Google Ads' immense power, offering businesses the ability to advertise their products using paid search ads, success here isn't that simple. Any business needs the right keywords as part of this process to serve the right advertisements at the appropriate times. Serving irrelevant ads and thus wasting advertisement spend, coupled with low conversions and ineffective campaign results, is the wrong key selection.

Common Google Ads Keyword Mistakes & How to Fix Them

To maximize ROI, it is important to avoid common keyword mistakes. This article will highlight frequent errors advertisers make with Google Ads keywords and provide actionable solutions to fix them. Refining your keyword strategy can improve ad performance, increase conversions, and optimize your advertising budget. Discover effective paid alternatives to organic strategies and learn how to optimize your marketing efforts in this insightful blog post.

Mistake #1: Targeting Broad Match Keywords Without Proper Strategy

Broad-match keywords allow an ad to reach various search queries related to the chosen keyword. Though this increases exposure, it brings irrelevant traffic, meaning that one incurs unnecessary costs and experiences lower conversion rates. For example, a luxury running shoe retailer may employ the broad match keyword "running shoes" and find itself serving for "cheap running shoes" or "how to clean running shoes," which are not necessarily purchase-intent searches.

Solution:

To further refine keyword targeting, use a phrase or exact match instead of a broad match. Phrase match ensures that ads appear for searches containing the same phrase in the correct order, while exact match limits appearances to searches identical to the keyword. Furthermore, using negative keywords such as "cheap," "free," and "DIY" helps filter out irrelevant traffic and prevent wasted ad spend. Reviewing search term reports in Google Ads will also help fine-tune keyword strategy.

Mistake #2: Not Utilizing Negative Keywords

Negative keywords are an essential way to block irrelevant search traffic. If an advertiser doesn't use negative keywords, his ads may show for searches unrelated to his products, thus wasting money. For instance, a luxury watch retailer would not want his ads to appear for "cheap watches" or "watch repair services."

How to Correct It:

Regularly updating a negative keyword list can significantly improve ad performance. Conducting a search term analysis helps identify irrelevant queries that trigger ads. Google Ads provides a negative keyword tool to refine targeting further, ensuring that ads reach only high-intent users who are more likely to convert.

Mistake #3: Overlooking Search Intent

The standard error associated with Google Ads campaigns is the lack of alignment of keywords with the user's intent. There are mainly three types of search intent: informational, navigational, and transactional. For instance, an e-commerce store using the keyword "best smartphones" would attract searches related to informational intent rather than transactional intent like "buy iPhone 14 online."

How to Fix it:

Conduct an intent analysis prior to launching any campaign. Use long-tail keywords, such as "buy," "discount," or "the best price." For these transaction keywords, convert a purchase-intent ad and modify ad copy for user intent to increase the quality of conversion experiences.

Failure #4: Lack of Usage of Long Tail Keywords

Long-tail keywords are longer, more specific phrases that attract highly targeted traffic. The majority of advertisers, however, focus on the shortest, most competitive keywords instead of having a chance of capturing intent users. For instance, they will bid on "laptops" instead of trying for "best gaming laptops under $1000," which is less competitive and more likely to generate conversion.

How to Fix It:

The following tools are used to find rich long-tail keywords, such as Google Keyword Planner and SEMrush. These keywords cost little money for a click and bring more conversions, which allows advertisers to spend less on budget and target their niche more appropriately.

Mistake #5: Failing to Optimize for Mobile Search

With more than 60% of searches being done on mobile devices, optimizing Google Ads for mobile is essential. Many advertisers make the mistake of using desktop-focused keywords, which leads to poor mobile engagement and lower conversion rates. Mobile users often use different search terms, such as voice searches, which are more conversational and specific.

How to Fix It:

Optimize campaigns by incorporating mobile-specific keywords and ensuring ad copy is mobile-friendly. Adjusting bid strategies to prioritize mobile users and using location-based targeting can also improve results. Additionally, ensuring that mobile-responsive landing pages enhance the overall user experience and increase conversions.

Mistake #6: Not Regularly Reviewing Keyword Performance

A "set-it-and-forget-it" approach to keyword management in Google Ads often wastes budgets. Search trends, competition, and user behavior change over time, so failing to review keyword performance can result in ads underperforming or appearing for irrelevant queries.

How to Fix It:

Monitor keyword performance regularly using Google Ads reports. Identify poorly performing keywords and either refine or replace them. A/B testing different keyword variations can help determine which yields the best results. Implementing automated bidding strategies can also optimize ad spending based on keyword performance data.

Mistake #7: Ignoring Competitor Keyword Strategies

Ignoring competitor keyword strategies puts the advertiser at a disadvantage. The competitors will likely bid on the high-performing keywords related to the industry, and failing to analyze their tactics can result in missed opportunities.

How to Fix It:

Use competitive analysis tools like SEMrush, SpyFu, or Ahrefs to find out what keywords your competitors are targeting. Adjust bids to compete for high-performing keywords and explore gaps in competitor strategies where you can gain an edge. Testing variations and monitoring competitor performance will help refine your keyword approach for better results.

Conclusion

To run cost-effective and high-converting campaigns, it is crucial to avoid common Google Ads keyword mistakes. Refined keyword match types, negative keywords, search intent alignment, long-tail keywords, mobile optimization, performance review, and competitor strategy analysis can maximize ad spending and improve ROI.

Success with Google Ads requires continuous optimization and strategic adjustments. Marketers should experiment, analyze data, and implement best practices to ensure their campaigns remain competitive and profitable. Start refining your Google Ads keyword strategy today for better visibility, engagement, and conversions.

Call-to-Action

For anyone that wants any further guidance, ClickAcademy Asia is exactly what you need. Join our class in Singapore and enjoy up to 70% government funding. Our courses are also Skills Future Credit Claimable and UTAP, PSEA and SFEC approved. Find out more information and sign up here. (https://www.clickacademyasia.com/google-ads-search-advertising).