If you go just by the concept, Google AdWords seems simple and straightforward enough: you think of search phrases your customers are likely to use, place ads that show up when people actually search them, and then enjoy the flow of new customers to your website. In practice, however, things get a lot harder.
The fact of the matter is that setting up keywords and ads is easy, but making them work profitably, week after week, is a lot harder. In order to be successful and show a positive ROI, you have to make sure you avoid these common rookie AdWords mistakes:
Lumping Several Keywords Together in the Same Ad Groups
Every search phrase someone enters in Google tells you something about their mindset and intent. With that in mind, there’s no reason to use the same ads for lots of different keywords – they could represent different types of customers altogether. Be as specific as you possibly can with your ad and keyword groupings.
Not Using Negative Keywords
There are a lot of searchers you don’t want to attract, even if they are using the same basic terms and phrases that good prospects would. By using negative keywords, you can weed out searchers who are a bad fit, increase your click-through percentage, and (most importantly) prevent money from being wasted in your account.
Overbidding for Generic Traffic
The goal of your AdWords campaigns isn’t to get traffic, but to generate conversions. So don’t focus on high-traffic keywords – which are often the most expensive – but on search phrases that indicate a willingness to make a purchase or take the next step. These are often more specific and less expensive, which yields a much greater return.
Not Testing Ads and Landing Pages
If you manage to write the perfect combination of an ad and a landing page on the first try, then congratulate yourself because you’ll probably be the only person in history to do so. The best way to make your AdWords campaigns more efficient and profitable over time is to test different variations on keywords, ad messaging, and landing pages to find what buyers respond to.
Ignoring Geography, Languages, Devices, and Times
If you don’t sell in certain regions, can’t interact with customers who speak different languages, or don’t want people visiting your website at certain times of the day, then be sure to deselect these options and save your advertising budget for better candidates. The same goes for mobile functionality. If your website isn’t configured for smart phones and tablets, filter them out of your ad campaigns.
Pay-per-click advertising with Google can be set up quickly and provide your business with an immediate sales boost. But it’s important to look out for simple mistakes that business owners tend to make time and time again. Fall for these traps, and AdWords can eat up your budget without giving you anything except an expensive lesson in return.
Pay-per-click Advertising Partner
If you’re looking for an Internet marketing partner who can help you with search engine optimization, pay-per-click advertising, social media, and more, contact us at 630-551-0334 today to schedule a free consultation.