Book SEO Strategy Call

4 AdWords Mistakes That Can Cost You Big Time

August 21, 2015 0 comments

As an online business, you may have to resort to AdWords to attract more targeted traffic, website visitors, and potential buyers.

The problem that most businesses face is that AdWords seems too technical and complicated for them to handle. As a result, it ends up costing them a lot of money.

You see, if you do not manage your AdWords campaign properly, you will lose money without fail.

In this post, we are going to discuss 4 AdWords mistakes that are extremely common and have the potential to cost you big time.

Let’s see what those mistakes are…


1. Not Promoting Your USP

When it comes to AdWords, you only have 70 characters to make that irresistible message and impression on your target audience.

One of the major mistakes that most online businesses — especially the new ones — commit is that they do not promote and focus on the USP (Unique Selling Point) of their business. Don’t forget that there are hundreds of other businesses competing with you – what makes you stand out?

Have a read through your competitor’s PPC adverts and work out what your best angel is, you need to stand out! Additionally, take a look at the organic search results, you’ll be competing against these guys too.

If you truly want to stand out from all that noise, you need to do something special.

Ask yourself: Why should anyone choose my services or products instead of any other option they have?

You really need to be able to answer that. You need to be able to identify your USP. Once you have found that speciality that only your products and services provide, utilise that in your AdWords campaign.

It is one of the best ways to attract eyeballs and eventually get more traffic.

Here’s a good example:

Wordstream PPC ad example


2. Not Keeping It Simple

I know. I understand. It can be very tempting to insert all the “information” in your ad, but there is only so much space.

Moreover, when you don’t keep it simple, it not only frustrates readers but, more importantly, it ends up being an ineffective advert that doesn’t convert well.

Your goal should be to keep your ad simple and concise. Yes, it should convey all the necessary information to your target audience, but it also must be very, very simple. Here is a tip that will help you.

Make a list of all the necessary information that you are thinking of inserting in the ad. Now, prioritize them. Then start including the information from the top of the list in a descending order. Tweak and optimise the ad to make it more in accordance with copywriting rules.

Here is an example of a very simple ad by Google themselves. Notice, however, that it also conveys the necessary information to its audience.

Google PPC ad example


3. Not Focusing on Keyword Optimisation

Even if it is a paid ad, you need to consider keyword insertion and keyword optimisation. There is no other option for that.

Google rank ads partly based on search matches. The specific query and the keywords used in that query determines the visibility of your search engine ad. In short, you need to insert your main keyword in the ad.

Moreover, think about the landing page your advert leads to. Does this page include the target keyword in the title tag, heading tag and within the body copy?


4. Misleading Ads

This is probably the most costly mistake you can make in the AdWord world.

What do I mean by misleading ads?

Simply put, these are the ads that either are not a perfect match for their landing page or use misleading or double-meaning keywords to attract traffic.

Remember that AdWords is different than search engine traffic. You also need to take care of the conversion rate you get on your landing pages. Otherwise, you will run out of money very soon!

Make sure that the copy of your ad is consistent with the landing page. Moreover, make sure you are promoting the same products that you mentioned in the ad. Apart from that, here are a few more tips to help you with this:

  • It’s a good idea to use somewhat similar keywords on the landing page that you used in the ad.
  • Your landing page should have a very relevant and strong headline. It becomes all the more effective if the headline focuses on the USP of your products or services that you also promoted in the ad.


As a certified Google Partner we can offer anyone looking to start a PPC campaign £100s worth of free Adwords vouchers. Contact us today for more information.