AdWords make businesses pay more because it gives more but not all the businesses are capable of receiving all that AdWords has to offer.

CHICAGO, IL, May 22, 2019 /24-7PressRelease/ — Google makes $100 million plus a day from AdWords but what is more surprising is that the money is actually the losses of AdWords users.

AdWords make businesses pay more because it gives more but not all the businesses are capable of receiving all that AdWords has to offer. Google keeps the AdWords users free to find keywords, do the bidding, make campaigns, set ad groups and optimize those ad groups. But people either underutilize or overutilize the resources provided by AdWords.

Marketers make losses due to mistakes they make due to overconfidence and sometimes ignorance.

Here I’m sharing 7 biggest mistakes marketers make while optimizing AdWords

1. Search With Display Select

AdWords are run on two networks

• Search Network: The ads are displayed on the search result pages of Google and its partner search engines.
• Display Network: The ads are published on the Google Display Network of the sites that display Google ads.

Primarily Search and Display are different networks with everything different

• Different keywords to target
• Different types of ads are made
• And different bidding strategies

Recently Google introduced a change in its AdWords setting – Search With Display Select – it is the only option for targeting both the networks. Also, it is encouraging marketers to opt for the new option.

What is Search With Display Select?

Google wants the marketers to use this network if you want to run your ads on both the networks. The signals and methods of the right time and placement of ads to get the best performance are improved. The new network sets a higher bar for selecting time and place for advertising. It is great in many ways but Searches and Display networks require different treatment hence should be targeted individually.

Targeting both the networks with Search With Display Select is a mistake when you know that they need different sets of keywords and different advertisements.

2. Relying more on Broad Match

Its keywords match types that determine the search terms in which your ads would be displayed.

There are mainly 4 types of keywords match

a) Exact Match: Your ad would display only when the search query matches exactly with your keyword. For example, your keyword is women’s hats. The ad would appear only when someone searches the exact keyword.

b) Phrase Match: The keyword has to appear in the same order in a search query for your ad to be displayed. Your keyword is women’s hats. In Phrase Match, it would appear in queries like:

• The best designs of women’s hats
• Affordable women’s hats in Miami

You can see that the keyword appears in order. Here it is necessary to mention that breaking the order like “women’s round hats” and “hats for women” won’t come under Phrase Match because the order of keyword is changed.

c) Broad Match: It is where Google gives leeway in keywords match. But Google’s relevant match could be different from your idea of relevancy. For example, the Broad Match keywords of Google might be different from the keywords you want to target.

For example, your keyword “women’s hats” would appear in search terms like “women’s fashion” and “fashion hats”. These are broad match keywords but they don’t match with your keyword.

d) Broad Match Modifier: The search is modified to include each word of the keyword in search queries even when the words come in a different order. For example, the search “hats women’s” would be BMM for your keyword “women’s hats”.

The mistake marketers make is choosing Broad Match keywords. You never know what search queries Google is going match with your keyword. And when you are ignorant about the broad match searches, you simply can’t write ads for those searches resulting in missed clicks and loss of PPC budget. Also, the wrong clicks would affect your Quality Score negatively in the long run.

The advice is that you should avoid Broad Match keywords unless you want to experiment with a broad selection of searches to find some relevant keywords for your business. Broad Match would unearth the search queries you even can’t think of. But it should be an experiment instead of a campaign.

3. Not managing placements in Display Network

Display Network can drive more traffic than the Search Network if you can manage the placement of ads. The biggest advantage of Display Network is that it provides different ways to display ads. For example, you can choose to display your ads on relevant topics or search queries showing the interest of the viewer.

If you select topic targeting, your ad would display on the webpages that are in any way related to your keyword. It is a good thing because it will add more webpages to your list of targeted sites and the impressions in the long run. But there is a problem that is you would find your ad appearing on many webpages that have nothing to do with your business.

The point here is, you need to be careful about the webpages your ad is displayed on. Google’s placement report would show the webpages your ad is displayed on, impressions, clicks, and conversions.

Your responsibility is to go through the placement report and weed out the junk that is only increasing impressions.

Visit Site Category option in Display Network settings and see the sites you can exclude where you don’t want your ad to be displayed.

For example, you can exclude….

• Websites with erotic content
• Error webpages
• Parked domains

The Site Category has plenty of options to exclude from your list of display sites. You can tick the option you want to exclude and, in this way, save your ad from appearing in questionable sites.

4. Poor campaign structure

How you structure your campaigns with ad groups and keywords can make a big difference to the final results. For example, making one campaign with one ad group and dumping all broad match keywords in that group would result in failure.

The ideal way to structure a campaign is to do grouping – keywords in Search Network and placement sits in Display Network – into tightly related groups.

If you are offering sports goods, you should split the keywords into different ad groups to target specific customers.

For example, consider these ad groups

• 1 for footballs
• 1 for dresses
• 1 for shoes etc.

These groups can further be classified for more intense targeting. For example, the footballs can be split into age groups like kids and clubs. You can go on splitting the ad groups for targeting customers.

One important tip, there is a big difference in ad group targeting and how viewers take your ads. You can have individual ad groups with relevant ad copies and hyper-optimized bids. But the best way of structuring a campaign is to divide the ad groups into “Major” and “Minor”. The Major group should have all the important keywords that generate profit and the Minor group for unproven keywords.

You can even segment the campaigns into geography, match type, products and more. You should make groups instead of running 1 campaign with fewer ad groups.

5. Not following the split test method

Split testing is used when you have to choose one out of two. But in AdWords, it is a norm. You have 2 ad groups in a campaign but you should keep the ad group that performs. It is better to split test those ad groups to find a more beneficial ad.

Reasons for split testing ad groups

a) Pause underperforming ads

There should be no confusion about deleting the ads that are underperforming because they will hurt your CTR and conversions in the long run. Software like would help in the market value of an ad group.

b) See behind the CTRs

Click-through-rate is important as it shows the number of clicks received but if the CTR is greater than the conversion rate then that ad group should be removed. For example, an ad group with 20% CTR and only 1% conversion is good for nothing. But an ad group with 10% CTR and 20% conversion is great.

Use split test method to keep ad groups with

• High conversion rate
• More return on ad spend
• Increased profit per impression

Pick the winners to win the race

c) Not testing ads

When you think you have tested 20 ads, you have actually tested 2 ads written in 10 different ways. Making a little change can certainly improve the CTR but if you want to see the biggest change then you need to try wildly different ads like “free shipping” and “buy one get one free”. Check again and again what your customers like most and keep pausing the ad groups that look weak.

6. Ignoring Impression Share

Impression Share is the data showing the number of impressions your ad received divided by the number of impressions it is eligible to receive.

For example, people searched your keyword “women’s hats” 1000 times but your ad appeared only 500 times, your Impression Share is 50%. It’s good but you shouldn’t remove your eyes from this metric.

Reasons for monitoring Impression Share

a) It shows how your ad is performing in comparison to your competitors that might be doing fairly well in Impression Share. If you find others doing well, you should look into what is preventing your Impression Share from increasing.

b) You can learn from others that are doing well on Impression Share. They might have creative ad groups or landing pages that are helping their ads in performing. You can make changes to your ad groups after taking clues from your competitors.

c) Boosting your Impression Share is an indication that you are paying less per click in comparison to others. Your pay-per-click could be 50% less or more than others.

AdWords would share reasons for low Impression Share. It might be due to poor ad rank or low budget. You should look into the matter and take measures to improve your Impression Share.

7. Using AdWords only

With AdWords, your objective is to generate quality leads for your business and you believe that Google is the largest search would never let you down. But things could change overnight due to the competition. What if you see the water under your feet drying? You should look for other sources of leads without any delay, if you don’t want to feel abandoned by Google.


AdWords is simply great for winclub88, lawyers, etc…. It’s a perennial resource of hot leads but the things could be confusing if you aren’t aware of the latest developments in AdWords. It’s a huge-huge opportunity to everyone but every business has different needs. What you need doing is to optimize the AdWords according to your business goals. You have metrics to check performance; tools for making calculations and information to act according to your needs. If you want, we can set your AdWords campaigns right.

Media Challengers is India’s most successful SEO and PPC services company.

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