The Top 10 Mistakes That Will Ruin Your Google Ads Campaign Part 3: Choosing the Wrong Keywords

Selecting the right keywords is one of the most crucial aspects of running a successful Google Ads campaign. However, many advertisers make costly mistakes by targeting the wrong keywords, leading to wasted ad spend and poor conversion rates. A well-optimized keyword strategy ensures your ads reach the right audience, improving engagement and return on investment (ROI).

One of the biggest mistakes advertisers make is choosing keywords that are too broad. While broad keywords may attract a large number of clicks, they often fail to reach users with strong purchase intent. For example, targeting "laptops" instead of "best gaming laptops under $1000" may generate traffic, but it might not lead to conversions. Instead, using specific, long-tail keywords can help filter out unqualified traffic and attract users who are ready to take action.

Another common issue is ignoring negative keywords. If you don't exclude irrelevant terms, your ads could appear for searches that have nothing to do with your product or service. For example, if you're selling luxury watches, your ads might show up for searches like "cheap watches," attracting the wrong audience. Regularly updating your negative keyword list helps eliminate wasted clicks and improve your campaign's efficiency.

Many advertisers also fail to consider search intent when selecting keywords. Not all searches indicate a willingness to buy—some users may be looking for information, while others are comparing options. Understanding whether a keyword has informational, navigational, or transactional intent can help you tailor your ad copy and landing pages to match user expectations.

Choosing the right keywords is essential for maximizing the success of your Google Ads campaign. By avoiding broad terms, leveraging negative keywords, and aligning your strategy with search intent, you can improve targeting and increase conversions. In the next part of this series, we’ll discuss another critical mistake that could be holding your campaign back. Stay tuned!