Google AdWords is one of the most highly rated and most used advertising platforms in the digital marketing industry. Unlike traditional advertising mediums, it provides you with specific figures so you can evaluate your strategy and change it accordingly. It is also very user friendly, especially when compared to other pay per click (PPC) platforms. Also, Google publishes articles and guides on a regular basis to help continually educate AdWords users.
Despite the many pros behind AdWords, many business owners still make silly mistakes and pay a heavy price for it. So today, we are sharing the top five most common mistakes AdWords users make and how you can avoid them.
1. Low-quality ads
You pay a particular amount to AdWords each time a searcher clicks on your ad. The amount of money you will have to spend on this click is decided by an auction system. A common misconception is that the higher you are willing to pay for each click, the better your position will be on the page. Although the amount of money you are willing to spend is considered, Google also analyzes the quality of the ad when considering ad position. So, if you have a low-quality score, it is very unlikely that your ad will get the top position.
2. Using irrelevant keywords
Google constantly collects data and has made this data available to advertisers in order to help them target only those searchers who might be interested in their products or services. But, still many people bid on the wrong keywords and end up wasting a significant amount of money on searchers who are not actually interested in their products or services. Therefore, it is so important to perform keyword research before you start your campaign.
3. Poor quality website
If you have an awesome product that is best in class, but have a poor-quality website this causes some confusion for new customers. A potential customer may read a lot of reviews or could even be referred to you by an existing customer, but at the end of the day, it is very common for a new website visitor to make their final decision based on what they are seeing on your website. So, no matter how effective your ad is, if your website is lacking the trust-factor, you will likely struggle to meet your conversion goals.
4. Not having a properly optimized conversion funnel
To succeed with Google AdWords, a great conversion funnel is a prerequisite. Your ad text, landing page, and the form on your website should give your potential customer confidence that you are the perfect seller for any product or service they are looking for.
5. Not understanding match types
You may end up paying more than you need to for certain keywords if you don’t properly use the targeted match types. There are three types of matches to consider:
1. Broad match: Broad matches allow your ad to show up for searches with similar phrases and variations.
2. Phrase match: Phrase matches will show your ads only for searches that include the exact keywords or extremely similar variations.
3. Exact match: Your ad will show up only when the searcher uses the exact keyword or phrase you have paid for.
By utilizing the match types wisely, you can not only minimize your ad spend but can also filter out the irrelevant traffic to your website.
Google AdWords has been around since 2000. Therefore, the chances are high that your competitors are already running AdWords campaigns. If you want to get the best possible results from AdWords, your campaigns should be equal to, or even better than your competitors.
So, while setting up your AdWords campaign ask yourself the following: Does your website architecture support your conversion funnel? Are your landing pages optimized? Do you have a high-quality website? If you answered “yes” to these questions, you are on the right track to getting the most value from your Google AdWords campaign.
If you answered “no” to these questions, we can help! To learn more about how we can assist with your Google AdWords Management call us at 612 238 1466.