Are you using AdWords for your business? AdWords is a great way to drive qualified leads to your site. However, if done incorrectly, it can be costly. Here are the most common AdWords mistakes I see:
One Campaign – One Ad Group
One of the biggest mistakes I see is companies setting up one campaign with one ad group and throwing all keywords in the pot. You can have as many campaigns and ad groups as needed and should take advantage of this. Sell multiple products? Each product should have its own ad group (at the very least) and possibly its own campaign. Sell to multiple cities? Consider creating a campaign for each city.
Setting All Keywords to Broad Match
There are four types of keyword types in AdWords: broad, modified broad, phrase, and exact. Setting all keywords to broad and leaving them will cast your net too wide and not get you the targeted visitors you need. Modified broad match and phrase keyword types will tend to work best at getting you the targeted visitors you need. Exact match may be too limiting, but for some keywords it is necessary.
Too Many Keywords in an Ad Group
Ad groups should consist of 10-30 tightly related keywords. Selling animal toys? Put “dog toys” and “cat toys” in separate ad groups and have them pointing to different landing pages. Each ad group should have a theme. Examples could be: dog chew toys, cat climbing towers, etc. If you have 100 keywords in an ad group, see how these could be divided into 4 ad groups.
Making Knee Jerk Changes
Account not performing how you expect? I know it is tough, but if it has been running less than two weeks, let it be. AdWords campaigns need time to run without changes being made. Two weeks would be the minimum when starting out. After two weeks, inspect and change with small tweaks at a time. If you make multiple large changes at once, you will not know what is working (or not working) for you.
Incorrect GeoTargeting and Scheduling
Local only business? Make sure to set geotargeting to your area only. National business? Set to entire USA. Only want your ads to show during business hours? Use the scheduling feature to set specific days and times your ad runs. If you are at all limited by budget, these are great area to make changes and reduce your spend.
Combining Search Network and Content Network in the Same Campaign
Quality score of keywords is a HUGE factor in how much you pay for a keyword and ranking. The main basis of quality score is click through rate. Since search network and content network create widely differing click through rates, make sure to separate these into separate campaigns. Also, with content network you can create display (graphic) ads. Take advantage of this opportunity.
Not Using Ad Extensions
There are close to a dozen different ad extensions to take advantage of. While you might not need all of them, you should definitely use at least 3-5. They don’t always show with your ad, but when they do – it gives the searcher that much more information about your company.
Too Many Ads/Ad Refinement and Testing Candidates
The magic number is three. Run three ads per ad group. Once statistical significant data has been obtained, see which ad is performing best. Keep it. Modify or replace the others.
Sending All Visitors to Your Homepage Instead of an Unique Landing Page.
Tightly relate your keyword to your ad and landing page. This is especially important if you are selling products. Sending visitors directly to your home page requires them to have to do the work – finding what they were looking for. Were they looking for “dog chew toys?” Take them to a search page that lists all the dog chew toys for sale.
Not Using Negative Keywords.
Advertising a community college? You probably don’t want people looking for community theater or college sports scores. Proper negative keywords are just as important as the keywords you are targeting. Creating negative keywords initially is great idea, but certainly after the account has been running. See which search terms are generating clicks. If those clicks aren’t what you expected, should one of the words (or the entire phrase) be a negative keyword? Add it. This should be something you do once or twice a month.
Not Tracking Conversions.
If you don’t track conversions, how do you really know how your account is performing? A conversion can be a signup for a newsletter, a contact form completed, or a sale. You can also track phone calls from ads. Decide what a conversion to your business looks like and set up tracking. This will ultimately help in determining which keywords are worth more $$ and which keywords should be paused or deleted.
In conclusion, don’t plan to create your AdWords campaigns and forget about it. Weekly review and optimization is key to creating an AdWords account that brings the traffic your business is looking for. Finally, don’t expect too much too soon and don’t give up. This will take time and this will take effort, but ultimately the payoff will be worth it.Are you using AdWords for your business? AdWords is a great way to drive qualified leads to your site. However, if done incorrectly, it can be costly. Here are some of the most common mistakes.#google #adwords #ppc #onlinemarketing Click To Tweet
Need a review of your AdWords account? Give me a call at 865.357.3600 or shoot me an email at firstname.lastname@example.org. I would be happy to do a free analysis of your account.