For example, if you have an ad for jeans, but accidentally (or on purpose) bid for ‘genes’ as a keyword, then people searching for books on genes or information on gene therapy will see your ad. If they click it they won’t buy anything and will leave quickly as it’s not what they were looking for. Google will then give you a low Quality Score. If that Quality Score gets too low, it can mean that your ads are at risk of being taken down or not displayed at all.

Too Many Caps

While CAPS might work great for display advertising, like 20% OFF – ALL WEEK or SUMMER STOCK JUST IN, when it comes to the internet, it has long been one of the worst grammatical faux pas. Google feels the same when it comes to its paid ads and will take them down if you use too many caps in your ads.