I came across this blog post on the web that I wanted to share with you – 6 Common Mistakes to Avoid in Your AdWords Campaign by Tech Cocktail. I wanted to expand on a couple of their points.
Using broad search keywords
I cringe whenever I look at an AdWords account and see only broad search keywords. That is giving Google license to show your ad for almost anything they deem remotely similar. However, I am actually not a huge fan of exact match or phrase match keywords. Users searches differently and often misspell terms.
I like to use modified broad match keywords. It allows you to “tag” the words you know your potential customers will use but doesn’t depend on order or exact spelling.
Not putting keywords in the ad copy
99.9% of the time you should always have one or two keywords in your ad copy. This helps with quality score and Google will bold the keywords that the user entered that are in your ad. The more bold the better.
ONLY exception I can think of to this rule would be if you are advertising on your competitor’s name/brand. Then, it’s just best to use your company name or product. Using one campaign for display ads and search ads
Just because you can put these two together now doesn’t mean you should. I always separate search and display. They are two different beasts and should be treated as such.
and finally . . .
Not writing good ad copy
I will be the first to admit that I scream trying to fit a headline in 25 characters and then two solid secondary lines in 35 characters. But it is what it is. Need help knowing what you can and cannot put in an ad? Check out
Google’s editorial standards. Find the ads that stand out to you. What makes you want to click on them? Try a couple of different ads in each ad group. See which one performs the best, then alter the other. If you are ready to start an AdWords campaign or need a professional to review your current campaign, call us at 865-357-3600 or use the contact form to the right to discuss how we can help. We are a Google Partner here to serve you and your business.