Pay Per Click

What Are The 8 Common AdWords Mistakes?

If you aren’t getting expected return on your Ad Groups then it is time to visit your ad settings and find mistakes. Here’re 8 common mistakes that can tank your AdWords performance. Check whether you’ve accidentally made these mistakes while making your Ad Groups.

1# Conversion Setups

Both AdWords tag and Analytics could be as conversion setups or you can mix both for an advance setup. But the decision should be made on a strong ground related to the action you want to take with the advertisement.

• What is your tracking goal?
• Are you counting all the factors for conversions or using only a few?
• What is the source of tracking – AdWords tag, Analytics or an imported file?
• Is there any previous conversion setup that should be removed to start fresh?

2# Geotarget Settings

AdWords uses a default geotarget setting to complete the ad campaign but this setting never matches with the geotargeting needs of marketers. The setting has to be changed by visiting the Dimensions but a large number of marketers never change the default setting believing that Google would choose right settings for their campaigns. It is an avoidable mistake.

3# Regional Trends

AdWords campaigns running nationwide cover the entire nation but the data provided by Google is divided into cities and states. Also the data reveals variations in traffic and conversion in different cities and states. For instance a large city could consume more investment but the result could be discouraging. On the contrary, a small city that is also a tourist destination could see spurt in mobile traffic. People visiting the small city would search info related to your website on their mobiles and in this way, spike your mobile search traffic.

4# Bid Modifiers

Usually marketers set the modifiers for once and revisit it only when they find bad results. What they don’t know is that the results could vary even in short duration. It is necessary you visit the bid modifiers at designated intervals to change the settings according to results.

5# Duplicate Keywords

AdWords is the game of keywords. These are phrases used for targeting customers and these words are liberally used all over the ad body including title. The liberal use of keywords could land you in trouble. You should make use of AdWords Editor tool to find duplicate keywords and also to know where to use the keywords and where to not.

6# Keyword Sculpting

It is a way to teach Google where you want your ads to appear and you have to it in a very technical way. But you can’t rely only on tools unless the data corroborates your actions. Create a quick table to see the search terms and the number of ad groups with those words.

7# Experiments Feature

AdWords has a feature for testing the ad before they are made live. It is a very useful feature as it provides marketers an opportunity to test how the ads will function. If you find any error in ad groups, you can visit the settings and remove the error at testing stage.

8# Bidding Strategy

Paid advertising is all about money. You are charged for every click and this charge could be an expensive affair. If you don’t have a bidding strategy and you are randomly selecting keywords then you won’t see good results.


Running AdWords Ad Groups is always an expensive affair but there is a way to keep things simple and affordable. You can improve performance of your ads by avoiding mistakes related to ad settings and in this way improve return on investment in the long run.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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