Not performing efficient keyword research
Posted: Mon Apr 21, 2025 4:47 am
Keywords are the essence of search marketing, whether in the case of SEO – Search Engine Optimization or in the case of sponsored links, such as Google Ads or Bing Ads . One of the main mistakes in Google Ads is not doing this research in a technical way.
In our training sessions, we always say that search marketing is, first and foremost, strategic planning. It’s not enough to just pick a “bunch” of keywords and create ads that are not aligned with the tactics adopted by a specific campaign.
Nowadays, we have amazing keyword research tools, such as:
You need to know how to use and analyze the results of these tools to come up with a good set of keywords. Understand the consumer's search bahamas mobile database intent, their references on the subject, the most appropriate terms and the structure of the expression used, to create high-conversion Google Ads campaigns.
3 – Do not negate keywords
In our Google Ads Course, I often say that there is no point in making a great selection of keywords to activate your ad if you do not pay the same attention to the words to be negatived.
Failure to create and apply a good list of negative keywords, and making periodic adjustments, will result in your ad being displayed in searches that have nothing to do with the target audience you want to impact.
This is one of the biggest mistakes in Google Ads for the good old reason that it ends up generating clicks and spending without the slightest chance of effective conversion. Money thrown away.
4 – Create targeted ads for the Home Page
One of the biggest mistakes in Google Ads is creating an ad for a specific product or service and directing it to the website's Home Page , instead of the specific page for this product or a specific Landing Page for the campaign.
In our Digital Marketing Course , when we discuss the issue of Landing Pages, I usually say that nowadays, a website has as many home pages as the number of pages the website has.
Therefore, when creating an ad, you should direct it to a specific sales page and never to the Home page, unless you are running a campaign whose objective is Branding.
By directing your ad to a specific conversion page, you will not only increase your conversion rate, but also your Google Ads Quality Score , which will improve your ad's positioning and pricing.
In our training sessions, we always say that search marketing is, first and foremost, strategic planning. It’s not enough to just pick a “bunch” of keywords and create ads that are not aligned with the tactics adopted by a specific campaign.
Nowadays, we have amazing keyword research tools, such as:
You need to know how to use and analyze the results of these tools to come up with a good set of keywords. Understand the consumer's search bahamas mobile database intent, their references on the subject, the most appropriate terms and the structure of the expression used, to create high-conversion Google Ads campaigns.
3 – Do not negate keywords
In our Google Ads Course, I often say that there is no point in making a great selection of keywords to activate your ad if you do not pay the same attention to the words to be negatived.
Failure to create and apply a good list of negative keywords, and making periodic adjustments, will result in your ad being displayed in searches that have nothing to do with the target audience you want to impact.
This is one of the biggest mistakes in Google Ads for the good old reason that it ends up generating clicks and spending without the slightest chance of effective conversion. Money thrown away.
4 – Create targeted ads for the Home Page
One of the biggest mistakes in Google Ads is creating an ad for a specific product or service and directing it to the website's Home Page , instead of the specific page for this product or a specific Landing Page for the campaign.
In our Digital Marketing Course , when we discuss the issue of Landing Pages, I usually say that nowadays, a website has as many home pages as the number of pages the website has.
Therefore, when creating an ad, you should direct it to a specific sales page and never to the Home page, unless you are running a campaign whose objective is Branding.
By directing your ad to a specific conversion page, you will not only increase your conversion rate, but also your Google Ads Quality Score , which will improve your ad's positioning and pricing.