When it comes to getting quick results from digital marketing, Google Ads is a powerhouse. You create a campaign, set your budget, and boom—your business is right there at the top of search results. But if you’re not careful with your keywords, Google Ads can turn into a costly mistake rather than a profitable marketing channel.
If you’re running ads and not seeing the results you expected, you might be making some keyword mistakes. But don’t worry—I’m going to walk you through the most common errors and, more importantly, how to fix them so you can start making the most of your ad spend.
1. Using Too Broad Keywords
One of the biggest mistakes businesses make in Google Ads is using keywords that are too broad. For example, let’s say you’re an electrician in London. If you’re using just the keyword “electrician,” your ads might show up to people searching for electricians all over the UK—or even people looking for DIY electrical tutorials!
Broad keywords may bring in a lot of clicks, but those clicks aren’t always from potential customers. Instead, you end up wasting money on irrelevant traffic.
How to Fix It:
- Be specific – Instead of using “electrician,” try more targeted keywords like “licensed electrician in London” or “emergency electrician Bromley.”
- Use long-tail keywords – These are more specific phrases that target your ideal customer. Think “affordable accountant for small businesses London” instead of just “accountant.”
- Use negative keywords – These help prevent your ads from showing up in searches that don’t match your services. For instance, adding “DIY” as a negative keyword would stop your ad from showing to people looking for electrical how-tos.
2. Neglecting Negative Keywords
Speaking of negative keywords, neglecting them is a huge missed opportunity. Negative keywords allow you to tell Google when not to show your ad. If you skip adding negative keywords, you’ll likely waste a good chunk of your ad spend on irrelevant clicks.
For example, if you’re an accountant for small businesses, you don’t want your ads to show when someone is searching for “free accounting software.” Without negative keywords, Google might display your ad to that search query, resulting in wasted clicks.
How to Fix It:
- Create a list of negative keywords – Think of words or phrases you don’t want your ads showing for. For example, terms like “free,” “jobs,” or “internship” might be good to block, depending on your business.
- Regularly update your negative keyword list – As you review your campaign data, you’ll see new irrelevant searches that you can block in the future.
3. Ignoring Match Types
Google Ads offers several keyword match types: Broad Match, Phrase Match, and Exact Match. Using just Broad Match keywords can leave your campaign wide open to irrelevant searches. It’s like casting a fishing net into the ocean and hoping for a specific fish—you might catch it, but you’ll also catch a lot of things you don’t want.
How to Fix It:
- Use Phrase Match – Phrase Match shows your ad only when the search query includes your keyword in the same order, giving you more control. For example, using “certified accountant in London” as a Phrase Match ensures your ad shows for that exact service, rather than a broad array of accounting searches.
- Use Exact Match – This restricts your ad to only appear when people search for that exact term. It’s perfect for highly targeted campaigns.
- Monitor and adjust – Pay attention to how each match type is performing. Sometimes tweaking your match types can drastically improve your results.
4. Overlooking Search Intent
Understanding search intent is key to running successful Google Ads campaigns. Search intent refers to the reason behind a person’s query—are they looking for information, a product, or a service?
If your keywords don’t match the intent of your target audience, you’re bound to see low conversion rates. For example, if you’re bidding on “accounting tips” but your goal is to get people to book a consultation, those visitors are more likely to just browse and leave rather than hire you.
How to Fix It:
- Research your audience’s intent – Put yourself in the shoes of your potential customer. What are they really looking for when they type in certain keywords? Are they researching, or are they ready to make a purchase or book a service?
- Tailor your keywords to the customer journey – If someone is ready to hire, they’re more likely to search for “hire electrician in London” rather than “how to fix wiring.” Focus on keywords that align with your ideal customer’s intent to convert.
5. Failing to Monitor Keyword Performance
Setting up your Google Ads campaign is just the beginning. A common mistake is “setting it and forgetting it.” If you’re not regularly checking your keyword performance, you could be throwing money at underperforming keywords without realising it.
How to Fix It:
- Monitor regularly – Check which keywords are driving conversions and which ones are draining your budget with little return. You can adjust bids or pause keywords that aren’t performing well.
- Use Search Terms Report – This report shows you the exact search queries that triggered your ad. It’s a goldmine of information for discovering new keywords or identifying irrelevant ones to exclude.
- A/B test your keywords – Test different keyword variations to see which ones perform best. Over time, you’ll be able to refine your campaign to focus only on the most effective keywords.
Conclusion
Running a successful Google Ads campaign requires more than just throwing keywords into the mix and hoping for the best. It’s about strategy, understanding your audience, and constant optimisation. By avoiding these common keyword mistakes—and knowing how to fix them—you can significantly improve your campaign’s performance and make the most of your marketing budget.
Focus on refining your keywords, use negative keywords wisely, and monitor your results regularly. With the right adjustments, Google Ads can be a powerful tool to help your business grow, bringing in high-quality leads that convert into paying customers.