Common Types of Bad Keywords in Google Ads
1. Irrelevant Keywords
Keywords that do not align with your business or user intent can lead to wasted clicks. For example, if you sell luxury watches, targeting “cheap watches” would attract the wrong audience.
2. Broad Match Keywords
Broad match keywords trigger ads for loosely related searches. For instance, bidding on "running shoes" might display ads for “track events” or “shoe repair services,” leading to irrelevant traffic.
3. Low-Intent Keywords
Users searching for informational queries like "how to make a website" may not be ready to buy, making them less valuable for conversion-focused campaigns.
4. Competitor Brand Keywords
Bidding on competitor brand names can result in legal risks, lower Quality Scores, and wasted spend if users strongly prefer the competitor.
5. Keywords with Low Commercial Intent
Some keywords attract users who are browsing but not ready to purchase. For example, "best laptops 2025" is more research-focused compared to "buy gaming laptop."
6. Overly Generic Keywords
Broad terms like "marketing" or "shoes" are too competitive and fail to capture targeted intent, leading to high CPC and low ROI.
7. Misspelled or Low-Quality Keywords
Unless intentional, using misspelled words or ambiguous keywords can lead to low-quality traffic and wasted budget.
How Wrong Keywords Affect Google Ads Performance
1. Increased Cost-Per-Click (CPC)
Google assigns lower Quality Scores to irrelevant keywords, increasing CPC and reducing ad visibility.
2. Lower Click-Through Rate (CTR)
Ads triggered by the wrong keywords receive fewer clicks, signaling to Google that the ad isn’t relevant.
3. Higher Bounce Rates
Visitors arriving through mismatched keywords tend to leave quickly, increasing bounce rates and lowering conversion potential.
4. Wasted Ad Spend
Poorly chosen keywords lead to clicks from unqualified users, depleting your budget without generating leads or sales.
5. Poor Conversion Rates
Traffic from bad keywords rarely converts, reducing ROI and affecting campaign effectiveness.
How to Identify and Remove Bad Keywords
1. Use Google Ads Search Terms Report
Review the Search Terms Report to identify keywords triggering your ads. Exclude any that do not match user intent.
2. Implement Negative Keywords
Use negative keywords to prevent ads from appearing for irrelevant searches. For example, if you sell new cars, adding "used" as a negative keyword prevents wasted clicks.
3. Optimize Keyword Match Types
- Broad Match: Avoid unless necessary.
- Phrase Match: More control over search intent.
- Exact Match: Best for precision targeting.
4. Focus on High-Intent Keywords
Choose commercial and transactional keywords that signal purchase intent, such as "buy running shoes online" or "best price for laptops."
5. Conduct Keyword Research
Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant, high-converting keywords.
Best Practices for Choosing the Right Keywords
1. Align Keywords with User Intent
Ensure your keywords match the goal of your campaign—whether it’s brand awareness, lead generation, or sales.
2. Use Long-Tail Keywords
Long-tail keywords (e.g., “affordable web design services in NYC”) attract more qualified traffic than generic terms.
3. Regularly Update Keyword Lists
Monitor keyword performance and refine your list based on conversion data.
4. Test and Adjust Campaigns
Continuously A/B test keywords and ad copy to improve results.
5. Don't Leverage Smart Bidding Strategies
Don't use Google’s Smart Bidding to optimize bids for conversions because this is one of their traps. Do it manually to ensure that you are minimizing wasted spend.
Conclusion
Choosing the right keywords in Google Ads is critical for maximizing your ad spend and improving ROI. Avoiding irrelevant, broad, or low-intent keywords can significantly enhance campaign performance.
By regularly analyzing search terms, refining keyword match types, and implementing negative keywords, businesses can attract more qualified leads and drive better conversions.