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All lessons in Google Ads for Beginners Lesson 5.2 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

Common Google Ads mistakes

This lesson covers

  • The most expensive beginner mistakes
  • How to spot each one in your account
  • The quick fix for each

Short answer

The biggest beginner mistakes are running Search campaigns with the Display Network turned on, using broad match without data, and launching with no conversion tracking. Others include the wrong location option, no negative keywords, and sending ads to the homepage. Most take minutes to fix and save real budget.

The costly mistakes

MistakeHow to spot itFix
Display Network on in a Search campaignCampaign settings, Networks section is tickedUntick Display Network
Broad match with no dataSearch terms full of unrelated searchesSwitch to phrase and exact
No conversion trackingConversions column shows zero or a dashSet it up, Lesson 4.1
“Presence or interest” location optionClicks from outside your areaSwitch to Presence, Lesson 2.3
No negative keywordsJob and DIY searches in search termsAdd a negative list, Lesson 1.5
All ads go to the homepageFinal URLs all the sameUse matching pages, Lesson 3.4
Accepting the Smart campaignFew settings, no keyword controlBuild a Search campaign in Expert Mode
Auto-apply recommendations onChanges you did not makeTurn auto-apply off
Four settings to check: Display Network off, Presence on, tracking on, auto-apply offDisplay Network in SearchOffLocation optionPresenceConversion trackingRecordingAuto-apply recommendationsOff
Most wasted spend comes from a few settings. Check these first.

The Display Network trap

When you create a Search campaign, Google may tick Include Google Display Network by default. Your text ads then also show as banners on websites and apps.

Those clicks are often cheap but low intent. For a beginner Search campaign, untick it. You can also untick Search partners at first, so you only appear on Google Search.

Small mistakes that add up

Ads running when no one can answer calls, spelling errors and vague ad copy, changing the bid strategy every week, clicking your own ads, and judging results after only a few days.

Try it: spot the mistake

A Baguio bakery shares its account settings. Find the fix for each.

1. Networks: Google Search ✓, Search partners ✓, Display Network ✓.
2. Keywords: bakery, cake, bread. All in broad match, no tracking.
3. The Conversions column shows a dash after two weeks.
4. Location option: Presence or interest. Clicks are coming from Dubai.
5. Search terms include “bakery job hiring” and “bread recipe.”
6. The Recommendations page says auto-apply is on.

Your action

Open your campaign settings and check three things now: networks, location option, and conversion status.

Key terms

Display Network
Google's network of websites and apps that show ads.
Search partners
Non-Google sites that show search ads.
Auto-apply recommendations
A setting that lets Google make changes for you.
Account audit
A check of settings and results to find problems.

Questions beginners ask

Is the Display Network bad?

No, but it needs its own campaign, goals, and creative.

How often should I audit my account?

A quick check monthly, and a full one every quarter.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.