10 common mistakes in search campaigns to avoid

Written by

Josue Simón

SEM · 05 / 12 / 2018

More and more often we start to create search campaigns for our projects. It may seem like a simple task, because Google has developed a tool that allows us to quickly appear in the first positions of your browser without much effort, as long as we are willing to pay for each click. However, if we don’t do it optimally, we will only find that cost per click will exceed the cost we should be paying and the return on investment is not going to be as expected.

If you want to get the most out of your search campaigns These are the 10 most common errors you should not commit. Let’s start!

1. Do not measure Results

The first step to know the effectiveness and the result of our campaigns is to define conversions and objectives for our search campaigns. If We don’t do this, We are letting escape the possibility of knowing what the exact cost attributable to each sale made or to each contact generated, and therefore we are also leaving to know the direct Return of the Investment (ROI). We can define these objectives directly in Google Ads, or we also have the possibility of Defining them in Google Analytics For all the sources of traffic on our website and then import them to Google Ads to know which of them were achieved thanks to our campaigns.

2. Not doing Remarketing

If There is a user who is valuable to my business, this is the user who has already heard about me. The Remarketing It facilitates the possibility of “hogging” this user, dificultándole access to the information of our competitors. If a user already entered my website I want to be able to bid more for it. And I also want to bid much more if you have already visited a particular product or even put it in the cart. Not contemplating this functionality in our search campaigns is a beginner’s mistake.

3. Have Keywords with a low level of quality

Three are the factors that make up the Quality level of a keyword In this blog we have covered them in the past. However, one thing is clear, if my quality level is low, I will have to pay more for every click than my competition to appear in the same position in the search engine. As you hear it, the Quality Score It is, in short, a multiplier of the bid, so if I pujo €1 for a keyword and I have a QS of 10, I will be able to win in ranking a competitor who bids €9 and has a QS of 1.

4. Do not make negative search terms

Google allows us to know the searches by which our ads are appearing. If We do not review the Reports of Search terms Periodically and apply filters to go blocking all those searches that we are not interested we will be throwing each time a part of our investment in the trash.

5. Make incorrectly. Generating conflict with our keyword

Conflicto de palabras clave en campañas de búsqueda

However, the process of negative search terms should be done correctly, otherwise you might be blocking keywords that you do want to have active. Applies a hierarchy of negative keywords that does not block the searches that more value brings you.

6. Too Many Keywords per Ad Group

The AD Group is the unit that hosts and relates the ads with the keywords. I mean Within each ad group I must have only the most relevant keywords for my ads. If I overdo in the number of Keywords By ad group, these will become more and more different from each other and I will be damaging the relevance of the keyword with the ad, and therefore damaging the level of quality of my keywords. This, as we have seen in point 3, will be making me less competitive and less cost-effective at auctions of my ads.

7. Few Ads per Ad Group

However, for Google to be able to alternate the delivery of my ads I must provide you with several iterations of these for each ad group. In this way, I can optimize which are the most interesting for my users. That is, I will be able to know what characteristics have the ads that more traffic generate, (or the ones that lower cost per result imply, or even the ones that higher return of the investment offer me) and this allows me to write every time ads that generate better Results based on the objectives that I have previously defined.

8. Do not use extensions

Extensiones de anuncio para campañas de búsqueda

Using The ad extensions offers a double benefit. On the one hand, as Google claims, we know that ad extensions improve the Quality level of the Keywords Because your presence increases the expected rate of click (one of the components of the quality level) and this will make our advertising costs better.  But on the other hand, this tool allows us that our ads can be much richer in content. Ad extensions are directly translated into a larger space for our ad in which to display additional value information, such as our phone number, the address of our business, direct links to specific sections of our Website, promotions or product prices.

9. Using keyword concordances incorrectly

Misuse the Keyword concordances can mean, as we have seen in point 4, throw some of our budget into the trash.

If I want to sell red bikes and decide to use the keyword “red bikes” in accordance with phrase, it is most likely to appear by the search term –Worst Red bikes– You are looking for a consumer who wants to find out what bike not to buy. However, if I use the keyword in exact accordance [Moto Red], or even I am more accurate with [buy moto Red], I assure myself to be minimizing the risk of appearing by the previous search.

10. Do not use bid modifiers

As with the users who know us, as we have seen in point 2, Google also allows us to adjust the bids of our search campaigns to bid more or less aggressively by users according to various criteria. We can apply Geographic bid modifiers, and bid stronger in the cities or regions that interest us the most (or the best return we are providing). We can Also apply Hourly bid modifiers, device bid modifiers (If you visit us from mobile, tablet or computers) and even Demographic bid modifiers by sex and age.

* ONE LAST TIP – Check the settings for your search campaigns

Before launching check the configuration of your campaigns. Google Ads is a global tool and a silly dismissal can make us launch our campaigns for users who do not speak our language or for a market where we have no business.

If once you have read this article you are able to implement all these recommendations and avoid these 10 errors frequent for your search campaigns, you are in luck, your results will improve. However, it is very likely that you just don’t have enough resources to apply these tips quickly and effectively. If this is the case, we want to help you, because we believe that this and many others are the reasons why we should Have an online advertising agency.


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