5 Google Ads Mistakes to Avoid

If you’re just getting started with Google Ads, you’ve probably done a lot of research and made some mistakes along the way. Maybe you’ve accidentally clicked on an ad that looked like it was for something other than what you thought(or maybe it WAS for something else), or maybe you’re still trying to figure out what a “conversion pixel” is. Here are the top five biggest mistakes out there, and how to avoid them.

1. Wrong Conversion Tracking

When setting up Google Ads, it’s important to avoid wrong conversion tracking. Conversion tracking is a system that allows you to track the success of your ads by measuring how many people click on them and then convert them into sales. This can be a helpful way to see which ads are most effective and increase the return on investment (ROI) for your campaigns.

When setting up conversion tracking in Google Ads, keep each campaign separate so they all have their own data points. If you don’t do this, all your campaigns will appear as one large group of results under “All Campaigns” under the dashboard in Google Analytics, which will cause confusion.

2. Not Defining a Correct Targeting (Audience)

If you’re trying to reach new customers through Google Ads, it’s important to understand how audience targeting works. When you set up your ad campaign on Google, you’ll notice that there are several different options for how you want your ads to be displayed. One of these options is called “Audience Targeting.”

Audience targeting lets you choose who sees your ads based on demographics, location, and interests. For example, if you’re selling a product that caters specifically to people living in rural areas, you could choose an audience that consists solely of people who live in rural areas. 

You can target all kinds of people, including those who visited your website before or those who searched for similar products. This is great because it allows businesses of all sizes to target specific groups of people with their ads. When done correctly, this can help increase profits and sales significantly.

3. Using Wrong Keywords and Match Types

One of the most important things to consider when setting up a new Google Ads account is what keywords and match types you want to use. You can choose from broad, phrase, exact, and negative keywords. The type of keyword you select depends on the search term someone might be using to find your product or service.

Depending on how generic is your business you may use broader or narrower match types. Broad keywords are more often present in B2C industries and phrase and exact keywords are present in all industries due to the capability of narrower targeting.

OrbitalAds Software automates the process of keyword management. Learn how.

4. Not Setting up Negative Keywords

Not looking at negative keywords is a mistake you need to avoid when setting up your ad campaigns. Negative keywords are words that don’t describe what your business sells. For example, if you’re an organic clothing store, then “organic” would be a negative keyword because you don’t want people searching just for the word organic to see your ads.

If you aren’t using negative keywords, then Google will automatically use broad match terms, which means any word related to what your business sells can trigger your ad to show up in search results. This can lead to people clicking on ads that don’t apply to them, which increases your cost. By adding negative keywords, you can make sure people see your ad only if they’re looking for something related to what you sell.

5. Using Poor Ads (Low Variation Between Ad Groups)

You need to create relevant and specific ads for your business. You can do this by using the keywords that you know people search for when they’re looking for something similar to what your company offers. For example, if you sell women’s shoes, you might use keywords like “women’s shoes,” “women’s heels,” and “women’s flats.”

You also want to keep in mind how much money you plan to spend on advertising. The more money you spend, the more clicks you’ll get, and the more likely it is that someone will make a purchase.


Google Ads are not a one-size-fits-all solution. Like any other form of marketing, it should be approached strategically and with care. The best way to ensure that you make the most of your Google Ads campaign is to follow some of our suggestions and avoid these mistakes.

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