Google AdWords can be a great source for generating targeted traffic to a site in order to generate sales or leads from visitors. You can target users in its Search, Display and Video networks which essentially guarantee you’ll reach people. In this infographic, we’ll discuss the top 10 mistakes people make with Google AdWords. BY avoiding these mistakes, you’ll be on your way to a highly successful AdWords campaign.
- Not researching keywords properly
Within the Google AdWords Search Network, doing your keyword research is absolutely essential. If you aren’t targeting the most relevant terms to what your customers are searching for as well as the products and services you offer your account won’t perform well.
Recommendation: There are loads of good tools out there to research keywords. You need the looking at your products and services, determining a base list of what you think are relevant terms and then using these tools to understand what variations of them people are using when they search.
- Not using negative keywords
Another mistake people make is not using negative keywords. AdWords allows you to use negative keywords as a way to exclude keywords that are not a good match for your product. Essentially a negative keyword acts in the same way as a keyword you target but in the opposite way.
Recommendation: In a similar way to regular keyword research you must ensure you research your negatives. This will prevent wasting money on clicks for that should be excluded, you need to dig into Google Analytics since it has more detailed information than AdWords about specific keyword searches.
Mobile users search and engage differently than they on a Desktop or Tablet and because of this you need to consider a mobile audience when you create your campaigns. This covers ad copy all the way through to extensions and even some targeted keywords.
Recommendation: Mobile specific Ads would be shorter in content, only show the domain as the display URL. Ensuring your ads have a call extension included can help to drive engagement in the ads. Mobile searches are often shorter and use fewer words. Consider targeting some shorter tail terms to mobile users.
Google AdWords allows you to link your account to a Google Analytics Profile and a Search Console verified website. This then allows the account to collect much more that can be used to decide which terms are performing well and which are in need of some attention. This kind of information can really help you effectively optimize your account.
Recommendation: To link your account you need to go into the Google AdWords settings, linked accounts and pick the appropriate Analytics and Search Console profiles. You then Also need to link AdWords to Analytics and its admin area too. Using Google’s Search Console linked to AdWords allows you to produce a ‘Paid & Organic Report’ which can be pretty useful to understand.
Ad extensions are ways that you can add more to your ads without paying more. They are known to Improve CTRs as well as help Improve conversions. Many accounts simply don’t use them or don’t use them to the best advantage possible. You can also set whether they appear on mobile only or across all devices.
Recommendation: Review your targeted ads, what your priorities are and where you think you can use ad extensions to stand out against the competition. Take some time to look at what extensions they use and how you can improve on them. You’d be mad not to!
If you’re running AdWords campaigns without any mechanism to determine which of your paid clicks are converting into customers, you’re almost certainly wasting money on poor quality traffic. Tracking the conversions that enter your sales funnel from an AdWords click and go on to become paying customers will show you how to focus your ad spend in the future.
Recommendation: Tracking conversions on your site requires you to first define your sales funnel and then either install an AdWords tracking pixel or set up Google Analytic’ goals on your site. it’s a little more complicated than simply running a campaign without conversion tracking, but taking these steps is the only real way to know if your campaign: are paying off with a positive ROI.
- Not grouping keywords correctly
Not using ad group is one of the biggest mistakes people make. Adding ad group allow: you to group keyword: related to specific targeted product category or service. Also you can create more targeted ad copies for the group of keywords. This approach ensure: that the ad being showed should match the keyword being searched. The closer the ad copy matches the keyword. The more likely people are to click on the ad (end eventually order).
Recommendation: The best rule of thumb is to use no more than 20 keywords per ad group. Sometimes you can get away with using a few more, but exceeding a 20 keyword limit is a sign that your ad copy isn’t matching the keyword being searched as closely as it could.