Google AdWords has the potential to be one of your most powerful marketing tools. However, there are a lot of mistakes you can make which waste your efforts and destroy your chances of success. Here we’ll look at just 3 of the most common mistakes to avoid.
1. Sitting back and expecting results
AdWords campaigns need to be monitored to ensure your ads are actually doing what you want them to. You can’t just create an ad, launch it and expect to sit back and do nothing.
Ads need to be tweaked at least once per week. They need to be analyzed to see which keywords are working and how many click-throughs they’re generating. Keywords can change frequently so you need to keep on top of them in order to stay relevant.
2. Linking to a poor quality landing page
Sometimes it’s not actually the ad itself that’s the problem – It’s the landing page it’s linking to.
If you appear to be getting a good number of click-throughs, yet you aren’t increasing your sales, it’s time to look at your landing page to see if anything needs to be changed. Did you know for example, that a landing page with a video can boost conversions by up to 80%?
3. Trying to include too many keywords
Logically, it makes sense to think that the more keywords you include, the more traffic you’re going to attract. However, it’s actually more effective to target either a specific phrase or one or two keywords in the same ad.
More keywords may help your company show up more frequently in search. However, that doesn’t mean you’ll automatically get more visitors. Consumers are seeking relevant, exact results when they use a search engine. The more specific your keywords, the more visitors the ad will attract.
Of course, there’s also the added bonus that relevant, specific keywords are favored by Google. So, you’ll end up paying less for the ad, cutting your AdWords budget dramatically.
Overall, there are plenty of mistakes you can make, but the 3 above do tend to be some of the most common. It takes skill, time and effort to run a successful AdWords campaign.
Ideally you should have two-three campaigns running at the same time; each focusing on different keywords if you want to see the best results.