Lesson #13: Don’t Forget Plurals
“Shoe” and “shoes” aren’t the same in Google Ads. Include both in your campaigns and see which one performs better for your audience.
Campaign Structure
Explore the Campaign Structure category on the Master Marketing blog from Digital4Startups. Learn everything about successful campaign structures.
Lesson #12: Ad Position is a Tool. Use It.
Ad position shows where your ad appears on Google. It changes with every auction, and your “average position” tells how often your ad lands in top spots.
Lesson #11: Use Keywords Your Users Understand
Avoid industry jargon in your keyword strategy. Use the language your audience searches with to ensure your ads show up and connect with real users.
Lesson #10: Don’t Autobid
Automated bidding in Google Ads can optimize for clicks or conversions, but it’s not always ideal for beginners. Start with manual bidding to maintain control over costs and performance.
Lesson #9: Google Ads Bidding Explained: You Rarely Pay Your Full Bid
Google Ads success comes down to smart testing and targeting. Use multiple ads, pick the right keywords, target only where you sell, and know how bids really work. Stay strategic — and let your best ads win.
Lesson #8: Do Not Use More Than One Match Type In The Same Ad Group
When managing Google Ads, use only one keyword match type per ad group. Separating match types into individual ad groups improves performance tracking, control, and optimization.
Lesson #7: Fix Negative Keyword Mistakes That Cost You Clicks
Target searches that matter. Check your search query report and make sure your negative keywords aren’t blocking ads you actually want to show.
Lesson #6: Have More Than One Ad Running At A Time
One ad isn’t enough. Run multiple versions, monitor results, and pause low performers so your best ads get the spotlight (and better ROI).
Lesson #4: Don’t Forget To Set Budgets
Setting smart Google Ads and Microsoft Advertising budgets helps control spend and avoid surprises. Use both daily and account-level budgets to safeguard your campaigns. Since Google may exceed daily limits by up to 25%, set your cap slightly below your max spend. Even if funds are flexible, an account-level budget ensures you never exceed what you planned.
Lesson #3: Optimize Your Google Ads with Smarter Geo-Targeting
Fine-tune your Google Ads location targeting to show ads only where your business operates. Limiting ads to specific regions prevents wasted spend and improves campaign performance.