As a website owner or campaign manager, you might have a number of critical mistakes that are wasting your money, if your AdWords campaign is left unchecked.
The objective of an Adwords campaign is almost for getting the best return on your campaign investment. You want more conversions for the lowest possible cost as far as possible.
If your PPC account can’t set up to place your ad at higher positions, it could be killing money. The following are the critical mistakes I come across when I review many AdWords accounts:
1. The problem of using many Broad Match Keywords or Exact Match Keywords only
If your ad group use too many broad match keywords, your PPC account will spend more but the chance of showing your ads is low. Broad match keywords are good to start when setting up your campaign to identify the keywords you thought of or didn’t find from Google Keyword Tool.
Exact match keywords are the keywords that will turn into more leads or sales. Note that there are several variations of those valuable keywords that will also result in conversions with lower cost per click (CPC).
A mistake you should avoid is using too many keywords. It will lead to burn more expenses to serve the ad for the same result. Don’t use keywords for generating clicks only without conversions and don’t use keywords having too broad meaning. It may create a lot of impressions but no click. It might bring down the campaign performance.
2. The problem of low niche relevance
Low relevance destroys quality score and leads to higher CPC. You can create your campaigns following on your niche sub-categories as Ad Groups for improving effectiveness and lower cost-per-click.
3. Common mistake of using only one Landing Page
If you send your AdWords traffic to your home page only, the conversion rate will be low. Using landing pages will turn traffic into more leads. For example, if you get only 1% lead per 100 visits on your page, using different landing pages can increase the number of leads upto 50%.
4. The error for not using Negative Keywords
Broad Match keywords may trigger your ads. It results in irrelevant traffic from your campaigns and drops conversion rate. It is a waste of budget. Try using negative keywords that don’t make sense to your business.
But you should be careful when excluding irrelevant keywords expected from Google users. Think about the context. For example, if you run mobile repairing service ad, you use ‘mobile phone guide’. As you think that is a broad match keyword targeting irrelevant traffic (like people looking for mobile phone models and prices), you put ‘guide’ in the negative keyword list. But think what about the phrase ‘mobile phone repairing guide’.
5. Running campaigns at the wrong hours
With AdWords, you can run your campaigns at any hour during a day or in any day of the week. According to the way of your business, conversions may vary in a day of the week or during a particular hour in a day. If you know the time that generates more conversions, you can bid at that time. In idle hours or weekends, you can turn off your campaign to save your money.
6. Running ads in areas you don’t work
You don’t need to run your ad in other locations you can’t work. Run your campaigns within your service area. It will protect your budget.
7. Leaving your ad without testing
If you find that the performance of your ad is poor, keep testing and testing. Try modifying the ad contents. Add new keywords and pause non-working keywords. Write the best ad in your niche giving compelling reason to click within that 95 characters limit. Test powerful call-to-actions like ‘Buy Now’, ‘Shop Now’ etc. Using appropriate call-to-action improves click and conversion rate.
Conduct A/B Split test. The test takes two different versions of your ad for the same keyword or two different landing pages, to identify which version of your ad or landing page outperforms another.
8. Not using available AdWords campaign set-up options
By default, AdWords provides the basic campaign set-up option to new advertisers. Try to understand all available features to configure and manipulate your campaign depending on your business style. It will improve campaign’s performance. The following are some AdWords features you may consider to implement:
·Ad Group: A group of ads with keywords for the same objective so that you can control at the group level.
·Ad targeting: Targeting done by keyword, by day-parting, by geography, by desktop, laptop and mobile.
·Ad Extensions: Use Ad Extensions to put more links about your products or services to your website. Using call, location, product, social extensions and site links improves CTR.
· Match Types: Conditions imposed to Google AdWords to serve your ads. They are: Broad, Broad Modifier, Exact, Phrase and Negative. Learn More
· Remarketing: It enables visitors previously visited your website showing your ad when they visit other sites. Learn More
·Dynamic Keyword Insertion: Google AdWords automatically inserts your keywords into your ad texts to make it more relevant. Learn More
9. Not Using Conversion Tracking Code
If you don’t implement the tracking code on your page, you don’t know which keywords are yielding desired actions like registration, sales etc. Learn More
10. Not using Google Analytics
Google analytic data is very useful information. It provides information about AdWords campaigns running on Google. You can tract the data about how visitors came to your site, which landing page is most hit, and much more. You should analyze the Analytic report for a successful marketing campaign.
11. Overpaying for ad ranking
Top positions of Adwords results get more clicks. You can get that position by outbidding your competitors. But it is not always the best practice when considering your ROI. You need to optimize your AdWords campaigns for less cost-per-click. Read More about AdWords Quality Score
Some Useful Tips:
Always monitor your AdWords campaign to spot areas for improvement. Ad rank in AdWords results depends on two factors – Quality Score and CPC Price. Your ad rank is high if the quality score and CPC are high.
The two crucial elements of AdWords success are relevance of your ad and click-through-rate (CTR). Your keywords, ad and landing page should be relevant. It improves quality score, so you pay less.
You can use a relevant keyword in the Display Url of your ad. It will increase relevance. Test new ad every month to improve CTR. Modify ad description, display Url and call-to-action with new benefits and prices along with sitelinks. Follow Google’s best practice while creating your ad. Try a Google search and check competitors’ ads to analyze. Capitalize the first letter of each word to make your ad standout.
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– By NIGCWORLD Jobs