Google Adwords campaign is one of the fastest way to promote and increase your website traffic. However, over time, business owners have not been able to yield dividend and ROI on every dollar spend on this platform despite its effectiveness.
Thus, when using this form of website promotion, one should manage the ad-words campaign properly so as to get a high return on the investment made.
A poorly managed campaign can cost more than it eventually brings in, but a well-managed campaign can keep your store or company in business. It all boils down to how much you know about ad-words and how smartly you can manage your campaigns.
In this post I will be sharing some of the ad-words mistakes have seen over the years and some I committed when I started my digital marketing career. By avoiding these errors, you will be on your way to a very successful ad-words campaign
In Google Adwords, you can come up with promotion campaigns for the keywords in your website. You should create campaign ad groups for each section in your website. For example, you should conduct different campaigns for the products and the content in your website.
This means that there should be an ad group for the products pages and another ad group for the content. These ad groups should contain unique keywords each. Many digital marketers mix up all the keywords and sections into one ad group and conduct a campaign with this single ad group.
This is a mistake. One should separate the keywords according to their purpose and then place them in separate ad groups. After that, one should conduct campaigns for each one of these ad groups.
The next biggest mistake people make is not using the right broad match, phrase match, or exact match keywords.
Here’s how this works: Adwords allows you to add keywords to a campaign in one of the three ways mentioned above. You can add them as a broad match, phrase match, or exact match.
A broad match keyword setting allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword “bicycle bell” can cause your ad to show if someone searches for variations like “bicycle bells,” “buy a bell for a bicycle,” and “bell reviews for bikes.”
To enter a broad match term into ad-words, simply enter the term without any kind of punctuation before or after the term.
With phrase match, you can show your ad to customers who are searching for your exact keyword and close variants of your exact keyword, with additional words before or after. Phrase match is more targeted than the default broad match, but more flexible than exact match. It gives you more control over how closely the keyword must match someone’s search term so your ad can appear.
An exact match keyword works just like it sounds. The term being searched needs to exactly match the keyword that you entered in ad-words.
Thus, if you have “buy bicycle bell in Nigeria” as an exact match, it will show up only when someone searches for “buy bicycle bell in Nigeria” and won’t show up even if someone searches for “buy bicycle bell in Lagos.”
This may seem too narrow, but as you can imagine, it also makes your keywords and ads more precise. To add an exact match keyword in ad-words, you enter it with brackets around it like this: [buy bicycle bell in Nigeria].
Again this one is most likely due to the fact that the current Adwords web platform doesn’t make it clear that you even need negative keywords, meaning there are a lot of accounts out there not using them.
Essentially a negative keyword acts in the same way as a keyword you target but in the opposite way. For example if I targeted ‘Free’ as a Broad Match negative then it would prevent any ads showing if I’m not offering something for free. Simplified, if a user searches for ‘Free Red Hats’ then my ad targeting Red Hats would not show to them.
Negative keywords can be added at both the campaign and the ad group level. Thus, if a word should be excluded from only one particular ad group, then you can exclude it at the group level, but if you want it excluded from the entire campaign, then you can do that as well.
Sometimes, digital marketers feel that they love their ad copies and want to use them more. However, the statistics can indicate that the particular ad copy is not popular or acceptable with the Internet users. Doing this is a big mistake. Actually, one should always test the ad copy against the current statistics.
And once you do, start testing, don’t fall in love with any version of your copy. Once you have between 20 to 40 clicks, choose the one that’s getting the best results, which means the highest click-through rate, the highest conversion rate, or the lowest cost per acquisition (CPA), depending on what metric makes the most sense for your business. Don’t make the mistake of loving your clever copy more than the results you’re getting.
I have seen this over a thousand time and it still baffles me why some so called digital marketers make this unforgivable mistake.
Marketers should utilize landing pages with corresponding keywords to create a conversion path that takes searchers to information they want. Making it easier to find the information they need will result in higher conversions and lower bounce rate.
For example, if you have an eCommerce store with several different services that you’re running ads for, it’s best to create a specific landing page for each of the product.
If you sell Shoes, Bag and Cloth, don’t make it difficult for a visitor to find the Shoe page. If that’s what they’re searching for, take them directly to the information they want!
Avinash Kushak, a google analytics evangelist once said that “it is suicidal to run an ad-words campaign and not integrate it with Google analytics”
How can you run an effective Adwords account if you don’t know how it is performing? How can you make optimization decisions without all the available information? You can’t!
Google Ad Words 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 data that can be used to decide which terms are performing well and which are in need of some attention (or pausing).
Adwords may show a Keyword has a great CTR but when you look deeper, say in Google Analytics, you can see that term doesn’t convert well or has a high Bounce Rate. That kind of information can really help you effectively optimize your account.
Conclusion: There are so many ad-words error I have seen and I can’t list them all, but it all boils down to a few main things really: plan your campaigns, research their structures and targeting, scrutinize your account and keep monitoring and optimizing it.
If you have any big ad-words mistakes that you’ve come across and want to share them please add them in the comments below.
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