The document discusses the 5 most common AdWords fails and how to fix them. The fails are: 1) using broad match keywords without modifiers which can show ads irrelevantly, 2) not using negative keywords which can also show irrelevant ads, 3) not tracking conversions to measure success, 4) not using all available ad extensions to provide more information to users, and 5) not using remarketing to retarget visitors. The document provides tips on how to address each fail such as using modifiers for broad match keywords, implementing negative keywords, setting up conversion tracking, taking advantage of all ad extension types, and following best practices for remarketing ads.

1. The 5 Most
Common AdWords
Fails
(& How To Fix Them)

2. 1. Broad Match Keywords

3. running shoes
running trainers
running club
ladies shoes

4. +running +shoes
shoes for running
running shose
cheap running shoes
running shoe

5. “running shoes”
women’s running shoes
running shoes online
running without shoes

6. [running shoes]
running shoes
women’s running shoes
running shoes online

7. 2. Negative Keywords

8. £5206.26

10. [250l industrial floor paint]
[apoxy floor paint for changing rooms]
[burn off car park paint]
[buy leyland heavy duty floor paint]
PAINT

11. 3. Conversion Tracking

12. Micro Conversions
Download
Visit duration
Macro Conversions
Purchase
Enquiry

14. 4. Ad Extensions

15. Sitelink
Callout
Review
Location
Structured snippet
Price
Call

18. 5. Remarketing

22. Remarketing Best Practices
Exclude converters
Use frequency capping
Use text ad image ads
Don’t be creepy!!

23. To recap…
Avoid straight broad match keywords
Use negative keywords
Track conversions
Use all available ad extensions
Retarget your visitors

24. support.google.com/adwords
facebook.com/groups/HelpWithAdwords
sara@oneeyedcat.com