Your campaigns can make or break your business. Be smart and don’t make the following mistakes in your Google Adwords campaign.
If you are an internet marketeer, you know that Google Adwords is the way to sure success. You not only get a better chance at directing online traffic to your site but also have a greater possibility at conversions. However, the catch is that, if not executed correctly, it can cost you dearly.
The trick to work with Google Adwords so that it turns to your favor is manage your campaigns to get the highest return available on investment. If you have a poorly managed campaign, it will not only be more expensive but it also won’t bring in as much as you have invested.
In this article, we bring to you the top 10 mistakes made by marketers. Because you might be unknowingly making them too, go through them and learn what you must keep away from your Adwords campaign.
- Incorrect grouping of keywords: With Adwords, you can create different ad groups for different ad campaigns. Which means, for each campaign, you could break down your ads and keywords into different groups. Lumping all your adwords into one ad group and display the same ad to all your audience, without segmenting your ads into groups, is one of the biggest mistakes you could make. The key here is to match your ads to the keywords being searched. The closer your ad copy matches the keyword used by your audience, the greater is the chance of conversion. Grouping your ads and keywords into multiple groups and themes also gives you a better chance at monitoring your campaigns.
- Incorrect keyword matches: With Adwords, you can add keywords as a broad match, as a phrase match, as an exact match or as a broad match modifier. The type of match that you use has a great impact on your sales. If you have a lot of broad match terms, you might not get as high ROI on your ad campaign as you would with a phrase match terms. However, the downside of using phrase match and exact match terms is that you might not be able to reach a wider audience. A good idea to tackle with this problem is to begin with exact matches and, as per the response you get from the market, expand to phrase and broad match terms. Just keep a close eye to know what is working for you. In addition to that you can also use broad match modifier & keep a close eye on our search term reports & add higher traffic & quality keywords as an exact match.
- Lack of negative keywords: You can use negative keywords as a way to exclude those keywords that are not a good match for your product. When you skip this step, your ads are shown up even for the keywords that you are not aiming for, thereby reducing the rate of conversion. You can add negative keywords at both ad group level and at the campaign level. Use Search Term report to get the list of negative keywords which are resulting to unwanted traffic & add them as negative.
- Trusting creativity over numbers: Sure, your ad looks great. But is it actually doing something for your business? Test your ad copies with slight variations. And don’t fall in love with any of the variations. Look at what the results say. If one of the variations is guaranteed to bring in a higher number of clicks, go for that version and stick to it.
- Not bidding on your brand: If you are not advertising for your own brand, know that others will. They will not only use your brand name for an ad but also target your visitors. While you will rank high on organic terms, your competitors might rank just above you and steal your show. You cannot afford to lose visitors and potential customers. Which is why, it is important to ensure that you bid the highest for your own brand.
