Lesson #19: Don’t Mix Keyword Types
Never mix keyword types. Separate brand, generic, and competitive terms to protect performance and control costs.
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Search Campaigns
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.
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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).
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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.
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Lesson #2: Target Devices Your Website Or Company Supports
Use Google Ads device targeting to focus your budget where users convert. Exclude devices that don’t drive results — like mobile if your site isn’t mobile-friendly — and prioritize where your audience takes action.
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