Overestimating the power of advertising

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Ad strength is a metric that assesses the content of an ad against Google's best practices. The stronger the ad, the more control Google has over its delivery. The weaker the ad, the more control it has over its content.

However, there are studies proving that high-power ads business owner data do not achieve the same conversion rates as low-power ads.

Don't overestimate the power of advertising that doesn't directly impact your Quality Score. This number doesn't have to worry you.

Not adding the most searched terms to your keywords
Your ad can appear if the keyword matches the user's search query. Match types have loosened up considerably over the past few years, and if you don't have an exact keyword or phrase that matches the search query, you'll end up showing ads for the same query on multiple keywords.

If these keywords are in multiple ad groups using different landing pages and ads, your marketing becomes fragmented. And if you don't have the search term as a keyword at all, the top-performing campaigns will start to overwhelm your search campaigns.

However, these generally achieve lower click-through rates (CTR) and conversion rates, which can be detrimental to your campaign.

Include the most searched terms and phrases in your keyword list to lead searchers to the right ad, ad group, and landing page.