Top 10 Google Ads Campaign Structure Mistakes (and How to Fix Them Fast)

1. Single ad group with hundreds of keywords. Dilutes ad relevance and tanks Quality Score.
2. No negative keywords. Buy-intent ads triggering on free-intent searches.
3. Mixing intents in one ad group. Informational and transactional keywords need separate ads.
4. Broad match without monitoring. Burns budget on irrelevant queries.
5. No conversion tracking. Optimizing blind.
6. Identical ads across ad groups. Wastes the chance to match copy to keyword theme.
7. Ignoring search terms reports. Missing obvious negatives.
8. One landing page for everything. Quality Score penalty for low landing page experience.
9. No bid adjustments by device. Mobile and desktop perform differently.
10. Set-and-forget budgets. Top performers starved while losers eat budget.

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