Sam Fields

Common AdWords Faux Pas – Don’t Get Caught Out!

Do these emotions/actions/ feelings sound familiar in the anticipation of your first AdWords Campaign; ‘electrified’, ‘fast and shallow breathing’, ‘excitement’? It seems straight-forward; easy even, but fast-forward a few weeks and you have noticed no difference in leads let alone sales. You begin thinking that maybe you’ve missed something, that maybe the simplicity of setting up a campaign belies the complexity of the entire system.

I have built my share of AdWords accounts. What’s more, is that I have discussed at length with my clients as to what they were hoping to achieve when they set up their AdWords account and the frustration they encountered when it didn’t work as they had hoped. Almost invariably there are five common mistakes that I find in each campaign that can be fixed with relative ease.


  1. Taking Google’s Suggestions as Gospel

This is an overarching point in relation to AdWords as Google will provide notifications in the AdWords account throughout the life of the campaign. These can include budget ideas, keyword ideas, bidding strategy, etc.

Now, I love Google. It provides me with the world’s information at my immediate disposal as well as the opportunity for employment in a fast paced and interesting field. However, I am a realist. I understand that the corporate entity that is Google needs to make money in order to ensure that it can continue to provide and improve on the services that I love.

Let me be clear, Google actually wants you to succeed! If you are successful on Google AdWords, then you will remain a customer of Google AdWords and continue spending money because you are making money. This is why they provide a range of free services that allow you to track results, such as Google Analytics and Conversion Tracking.

Tracking results is absolutely imperative, so that when Google suggests that doubling your budget will mean twice as many clicks you have the confidence that an increase in clicks is highly likely to result in an increase in conversions/ leads/ sales.

Evidence based faith.

  1. One Ad for Many Different Services

AdWords likes relevancy. The more relevant your ad to the searcher’s query, the higher your Adrank and more importantly the more likely you are to be clicked on by the searcher. Think of Adgroups as the theme of your service, tailor the keywords in the adgroups to the theme of the ads and direct those ads to a page on your website that is in keeping with that theme.

3.  Keywords/Negative Keywords

Google will suggest tens, even hundreds of keywords for your initial campaign. It is common for people to add them all thinking that this will mean more traffic. In many cases it does mean more traffic, but the goal of AdWords is not to gain more traffic, it is to gain highly relevant traffic. Google also provides tools within the AdWords system to assist in making your keywords highly targeted, such as Broad Match Modified, Phrase Match and Exact Match keywords.

Often clients will be gung ho in adding keywords they think are relevant to their business as Broad Match keywords. They will add anything, including the city in which they operate as a stand-alone keyword. Imagine triggering every time someone types in the word Sydney!

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  1. Low Budget and Low Bids

Many people are looking for immediate returns on AdWords, expecting that their ad that is triggering when someone types in SYDNEY Harbour Bridge will somehow net them customers buying LCD Televisions. We need to be realistic.

Some will look at their wallet and think that if they set their Maximum Cost Per Click at twenty cents, then they will be able to get at least 25 clicks out of a five dollar a day budget and the maths holds up. I know because I counted it out on my fingers! But what is 20 cents a click giving you? I’m going out on a limb, depending on industry and saying it will show you in one of the last two positions, if at all. Those in the last positions are unlikely to get clicks, meaning your $5 budget is not being spent at the same time as nobody is seeing your ads and thus no one is buying your product/ service.

You must look at AdWords as a long term strategy. You must work out the highest viable budget per day that you can sustain for at least two months. You know that you must spend money to make money, so be prepared to spend money on your AdWords as it will set you up in the future.

Look at Cost Per Conversion rather than Cost Per Click. 10% of something is better than 100% of nothing. Find the right AdWords position, the converting Keywords, the best day/ time of day to show your ads. The investment period is the Optimisation period and it is very likely that once you have your campaign optimised you will make good on your own investment.

  1. Searching for your ad on Google

Do not search for your ads on Google. There are many reasons why you shouldn’t and I won’t bore you with them unless you are a client of mine that insists on searching for themselves on Google. Suffice to say it messes with the data, tells Google your ads aren’t relevant and eventually Google will just stop showing you the ad as it is a dynamic search engine.

There’s a tool in the AdWords system under Tools at the top of the page called Ad Preview And Diagnosis, use that! It will give you the information you need to make adjustments without telling Google your ad is irrelevant!

Use this information wisely, AdWordsian. Should you require professional assistance to further optimise your campaign(s), please don’t hesitate to contact the team at Get More Traffic on 1300 332 256.

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Google Swaps Voice Search On Android

What if you could have your own talking AI without needing to be a billionaire? How much easier would life be for us? And, how much harder would it be for marketers to reach you beyond your AI assistant?

These days, it looks as if AI technology is developing at a rapid pace. What’s more, it also seems that that development is getting an even stronger focus, particularly at Google.

What’s happening at Google?

Changes are happening to voice search on your Android mobile devices. What was once merely a voice-activated search engine is now evolving into AI as Google swaps out its old voice search on Android devices for Google Assistant.

This change hasn’t been rolled out on all devices yet. However, Google did announce a while back that Assistant now resides in at least one billion devices.

For those who’ve noticed the change in the home page of their android phones, the conventional blue and red mic has been swapped out. However, on Chrome for Android, the Google app, and on the Chrome browser for iOS, the mic still seems to be the predominant search tool.

How does this affect SEO and SEM?

One of the main differences between the old voice search and Google Assistant is the type of information provided. Unlike voice search, which usually only provides a list of links and search results, Google Assistant “answers” your queries directly, without needing to provide you with a list of links.

What this means is that it’s a possibility that less traffic will be coming in through mobile searches. Earlier this year, Google also began testing placing ads within the Google Assistant platform, which could mean another channel through which marketers can now source their ads. (as well as yet another revenue channel for Google).

Does this mean that even organic search is going the way of paid advertising? It’s a possibility for mobile devices, as voice assistants like Amazon’s Alexa and Google Assistant continue to grow more advanced each day.

Adobe recently conducted a survey that concluded that 48% of consumers are currently using voice for “general web searches”. These, of course, don’t cover more in-depth content and research related to searches. But if AI is going to be on the forefront of development, then we can expect the number of voice searches to rise in due time, especially as Google Assistant’s set of skills are improving to the point that you can now book a ride and buy movie tickets through Assistant.

So what do we do now?

Should you start thinking about how to optimise your content for voice search? Should you start putting out audio content that users can easily consume and digest? Well, that’s one possible response for this change in organic and paid search.

Author, speaker, and known marketing expert, Seth Godin, once commented that podcasting is the new blogging. In fact, according to some of the statistics collated by, “51% (144 million) of the US population has listened to a podcast – up from 44% in 2018 (Infinite Dial 19)”. In other words, audio content is gaining ground in informational content.

Google’s John Mueller gave some tips on how to optimise for voice search, detailing what kinds of content fit and didn’t fit voice search optimisation.

One thing he recommended was to start thinking in terms of audio and voice search itself. What does your content sound like when it’s read aloud? How is your content structured and organised? How are the words on the page structured?

In other words, try to start thinking in terms of voice snippets. Think in terms of Q&A’s, and give a direct answer to any questions that potential readers may ask, and make those Q&A snippets obvious in the way your content is structured.

Remember these two things:

1. Structure your content so that it’s easy for voice search to answer queries using the information that you’ve given. Turn your titles or headers into frequently asked questions, and provide the answer in the first paragraph. 

2. Make sure that your content sounds good and cohesive when reading aloud. Try to keep things sounding conversational as much as possible. 

AI Assistants are on the rise, and it might be a good idea to start optimising your content for their eventual takeover.

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Content Curation Tools For Every Skill Level

As with every piece of content that you write, the content you curate must have value. I’m sure we’ve all, at one stage, thought that there has to be an easier way to collecting links and images that may, someday, prove valuable to us. Well there is, and for each skill level, so every marketer should make use of these content curation tools because they will make your brand/business/company more trusted and reputable.

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