When implemented correctly, running an AdWords campaign will drive traffic to your website while boosting your profits. It can be an important part of your SEO and marketing strategy, but it does come at a cost. When spending your hard earned money on advertising, you want to be assured you will have the best chance at achieving the results you are looking for. There are a few common Adwords mistakes which we see over and over again, and failing to follow a few simple rules could be a time (and money) wasting exercise.
Choosing the Wrong Keywords
Every AdWords campaign focuses on keywords, and one of the biggest mistakes people make is choosing the wrong ones. Selecting the right terms begins with research, and knowing your budget. You can start with a free tool called Google’s Keyword Planner, or consult with an SEO expert for more thorough results. Once you understand your audience and the rate of conversions it will be easier to decide how much each click is worth to your business.
Competitive keywords are going to be more expensive, and it may be better to focus on those targeted, long tail keywords. If you are a local business, instead of opting for broad worldwide results, choose something more specific to your target area. Remember, keywords should always be relevant, and should appear on the landing page that you are directing traffic to.
Don’t forget to use negative keywords. These advise Google you don’t want to appear in certain search results and will save wasted advertising spend. For example, you can eliminate the words “trial”, “sample” and “free” to ensure those clicking your ad are genuine customers.
Honing in on your niche is going to see your ad be more highly targeted, and the time it takes to set up groups will be well worth it. You don’t have to be everything to everyone, and understanding your user intent will help you stay ahead of the competition. This could be as simple as including “Perth SEO” for your local clients in Perth, adding the word “review” for a service based business or “buy” for an ecommerce store.
The Wrong Type of Ads
It may seem obvious, but one mistake we see over and over again is not taking the time to get the copy just right. Having generic ads without a call to action could make your ad get lost in the crowd. Avoid jargon, fluffy descriptions or boring text and consider what makes your customers tick. Dollar signs, percentage off, discounts, coupon codes and numbers are all proven to encourage interaction, and a sale is always a smart idea for those impulse shoppers.
Too often people disregard the benefits of ad extensions. This function is a way to expand your ad, while offering further information, links, buttons or location details. Adding ad extensions can help to increase the click through rate from your target demographic.
The Mobile Market
According to Google, 82% of those with smartphones use their device to search for businesses in their local area. Neglecting the mobile market can be detrimental to your business and ads should be optimised for this purpose. You can keep track of how the ads are performing with the extensive reporting tools available, but unfortunately too many businesses disregard the power of mobile. It isn’t just about how the ad looks, but the way your landing page appears on the small screen. Keep your website mobile friendly and it will enhance the user experience without them leaving in frustration.
Tracking and Monitoring
For an AdWords campaign to be successful, a “set and forget” approach is not the best option. Positive long term results and growth involves testing ads and modifying as required. Ad scheduling can show your ad to the right people at the right time, this could be during business hours or when your ad performs best with hits and conversions. Monitoring your campaign will ensure it is fresh while giving you the best value for money.