Google AdWords is a Highly competitive pay per click (PPC)
search engine, it's now more important than ever to ensure
that your PPC campaigns are optimized to their utmost
potential. All of us want to achieve maximum return on
investment (ROI) for the keywords or phrases that are most
relevant to our businesses, and are most likely to provide
our sites with targeted traffic.
I will go over the costly mistakes that most business
owners make when using adwords.
1.Creating a long list of less than targeted keywords
2.Failing to identify unique aspects of your product or
service
3. A lack of keywords in your ad text
4.Directing users solely to your home page
5. Creating single ad groups
6.Utilizing single campaigns
7. Using broad match only
8. Failing to optimize ad serving for your ads
9. failing to track results
10. Entering the content network without modifying bids
1. Creating a Long List of Poorly Targeted Keywords
When you first set out to create your AdWords campaign,
it's important not to go "keyword crazy" -- resist the
temptation to create long lists of irrelevant, generic
keywords. For example, if you ran an automotive dealership
then, it wouldn't be in your best interests to target the
keyword "truck." The cost per click (CPC) for such a
generic keyword would be incredibly high when compared to a
more descriptive and relevant keyword, such as "T-Z783
Extended Cab."
Similarly, the keyphrase "tail light covers" would not
produce conversions if you strictly conducted automotive
sales only. The phrase may bring visitors to your site, but
if they don't find what they're looking for when they get
there, they'll leave just as quickly as they arrived.
It's important to identify your specific niche, and to
market directly to users who want the products and services
that you offer. Don't trick yourself into thinking that
broader is better. With AdWords, that's just not true.
2. Failing to Identify Unique Aspects of your Product or
Service
Before you implement your AdWords campaign, you must
understand exactly what it is that makes your organization
stand out from the competition. By identifying your unique
products, services, or offerings, you'll see clearly how
you can rise above your competitors and zone in on the
keywords or phrases that are unique to your business.
I'd recommend that you perform an analysis of your
competition. Have a look and see what they're doing, and
which phrases they're using. After you've conducted a
competition analysis, and you understand what makes your
products or services unique, you'll be able to come up with
a strategy that will topple your competitors.
3. A Lack of Keywords in your Ad Text
When you're creating descriptive ad copy, it's imperative
that you manage to inject your keywords in to your title
and description while maintaining a delicate balance
between clarity and relevance. Your ad copy should be
tailored in such a way that as visitors read it, they
understand exactly what they can expect when they click on
your ad.
4. Directing Users Solely to your Homepage Few
site owners take the time to decide which destination URL
should be applied to each ad. Instead, they point all ads
in a campaign to the site's homepage, then wonder why
they're not getting decent conversions.
If you've spent time compiling a list of relevant keywords
that describe the unique aspects of your offering, why on
earth would you send everyone to your homepage in the hopes
that they'll navigate through the site to find what they're
looking for?
Why not send them straight to the page that contains
exactly what was described to them in the ad copy?
Referring back to our example, if, as the automotive
dealership owner, you'd created an ad that contained the
keyword "T-Z783 Extended Cab," which URL would you send
prospects to? Instead of sending them to
www.auto-motive-dealership.com, you'd send them straight to
www.auto-motive-dealership.com/T-Z783_Extended_Cab.html, of
course!
5. Creating Single Ad Groups
If you categorize ads that target related keywords into a
common AdWords ad group, you'll establish a high level of
control over your entire campaign.
Let's image that you own a sporting goods store. You might
start by grouping all the ads you'd targeted towards hockey
skates into a single ad group. You'd then create another
ad-group which would contain ads that targeted hockey
sticks, another that contained ads for hockey gloves, and
so on.
Organizing your ad group structure in this manner gives you
the ability to create in-depth reports on each ad-group,
and to make real changes that have a significant impact on
those ads' performance over time.
6. Utilizing Single Ad Campaigns
Once you have your AdWords ads sorted into easily
identified ad groups, you can move on to the next step:
creating campaigns.
In the example above, we created ad groups that contain ads
relating to separate products: hockey skates, sticks,
gloves, and so on. Now, it's time to create a container
entitled "hockey equipment" to hold all of the ad groups in
the campaign. Then, you can repeat the process of creating
ad groups for tennis -- one group for shoes, one for
racquets, and so on -- and drop all the groups into a
single campaign called "tennis equipment."
Having highly organized campaigns is the key to determining
which ads are creating the optimal conversions. Don't
simply put all your ads into the one campaign -- split them
into separate campaigns to make tracking and amending the
ad groups easy.
7. Using Broad Match Only
Unless you take advantage of the phrase matching options
that AdWords makes available, chances are that you're
missing out on potential customers and creating a higher
CPC for yourself.
As the name suggests, broad matches are usually less
targeted than exact and phrase matches. Broad matching is
the default option under which your ads will appear for
expanded matches such as plurals or relevant keyword
variations.
When you utilize phrase matching, your ad will appear for
your chosen search terms in the order that you specify, and
sometimes for other terms, too. Exact matching is by far
the most targeted option to use, so don't neglect it! You
ad will appear for the exact keyword you specified. The
negative keyword option is also a great tool -- it allows
you to specify the keywords for which you don't want the
ads to appear. Here's a quick example of how these
targeting options work:
Broad match: Default option: blue widget Phrase match:
Surround the keyword in quotes: "blue widget" Exact match:
Surround the keyword in square brackets: [blue widget]
Negative match: Place a negative character before the
keyword: -blue widget Take the time to test these different
matching techniques, and to tweak your selections to
improve your conversions. Broad matching is not necessarily
the best -- or only -- option!
8. Failing to Optimize Ad Serving for your Ads
When you take advantage of the AdWords ad serving service,
you'll ensure that your most popular ads are displayed more
often.
The AdWords platform will give more weight to the ads with
the highest click through rates (CTRs), and will display
them more often than ads with lower (CTRs) in the same ad
group.
9. Failing to Track Results
In order to have any idea about your AdWords campaign's
performance, you must be able to identify which keywords
work and which do not. Google AdWords supplies a vast array
of very useful tracking tools. Google has also built into
the AdWords interface Google Analytics -- a marvellous web
analytics tool that provides in-depth reporting on all
aspects of your campaign's performance.
I cannot stress enough the importance of creating goals for
your AdWords campaign, then comparing your actual
performance against these goals so that you can gauge your
success.
10. Entering the Content Network without Modifying Bids
The AdWords platform has recently given advertisers the
ability to set different bids for the content network than
for the search network.
If you don't set different bids on the content network for
your keywords, you'll be paying more than you should be for
each click. Lower the prices on certain keywords, and
you'll notice that the number of clickthroughs you'll
receive will remain the same as at the higher bid.
----------------------------------------------------
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