Google AdWords is one of the most effective ways to drive traffic to a website. It is almost impossible to imagine online marketing these days without this excellent promotion strategy and many small businesses consider it for selling their products and services to wider audiences. However, you need to handle this tool correctly and manage campaigns in a way that brings you the highest return on investment.
A poorly managed campaign can cost more than it brings in, but a well-managed campaign can keep your store or company in business and thriving. It all comes down to how much you know about AdWords and how smartly you can manage your campaigns.
So here are the 10 most common Google AdWords mistakes you should avoid:
1. Not using Ad groups
Ad groups allow you to organise your ads by a common theme, and they contain one or more ads targeting a shared set of keywords. Without using this feature, you will find it more difficult to focus on the exact product you want to sell and ads will not be displayed on websites relevant to their content.
2. Not grouping keywords correctly
Grouping keywords enables users to improve their Pay Per Click results, by offering the following benefits: having keyword research organised into a spread sheet, easily comparing keyword data, and keeping track of keyword performance.
3. Not using the right keyword matches
This technique helps you determine which searches can trigger your ad. Google recommends a broad-to-narrow strategy when choosing the appropriate match type for a keyword – adding negative keywords in time to prevent irrelevant matches.
4. Not using negative keywords
Add a negative keyword such as “cheap” to your campaign and this will prevent AdWords from showing your ad for any search containing the term “cheap” – this ultimately means fewer irrelevant matches and better targeting your audiences.
5. Ignoring ad extensions
Ad extensions represent pieces of information about your business that can be added to your ad, such as phone number or links to your website. Given this option is free you should take advantage of it and use it to attract more clicks to your website.
6. Not testing the optimal ad position
No. 1 is not always the best position in Pay Per Click, especially when you are competing against a giant company. Not even being in top 3 is always the best idea. Some marketers have discovered that their optimal conversion rate was in the range of position 5.2 to 6.2. So, don’t waste your money on trying to reach the first position!
7. Not split testing ads
A different hyperlink or wording can translate into a significant difference in terms of click-throughs, so it’s vital that you test different versions of your ads.
8. Not doing research on your competitors
Another common Google AdWords mistake is not looking at your competitors and how they’re doing. By monitoring businesses selling similar products and services you can discover useful information instead of inventing the wheel all over again.
9. Not bidding on your own brand
Why not bid on your brand name when the competition is low or non-existent and the cost per click is extremely low?
10. Not understanding Google AdWords reporting
How do you know your online marketing efforts with Google AdWords have paid off? You don’t need to survey customers or look at sales levels – these valuable instruments provided by Google also come with reporting and evaluation tools, enabling you to determine exactly the efficiency of your campaign and fine-tune you’re online marketing tactics.
So, if you want to take advantage of Google AdWords, make sure you avoid these common but costly mistakes!
With over 39 years’ experience in Print Media, Sales and Marketing, Online Services & Marketing plus Financial Service industries. John brings a wealth of knowledge to Visual Marketing Australia. As a Certified Google Partner, his Digital Marketing knowledge includes: Web Design & Development, SEO, Mobile App. Development, Online Marketing, Online Video Marketing and Email Marketing Solutions. With 12 years experience in using Zoho CRM it is a natural progression to become and Authorised Consulting Partner so we can now add Sales and Marketing Automation to the list.
