Google Adwords is a powerful marketing strategy that many businesses use to make millions of dollars every single year. But it’s not just for big businesses, if you’re not using PPC for your business, then you’re missing out!
Many small businesses can take advantage of Google Adwords and reap the same benefits as those big companies. More clicks, more leads and more profit. However, before you can achieve this, you need to learn how to set up a successful PPC campaign.
Knowing what to do on your PPC campaign is just as important as knowing not what to do. To help you make sure you’re running the best Adwords campaign possible, here are the top Adwords mistakes you should be avoiding.
Targeting the Wrong Keywords
The first and most obvious mistake that many people make on their Adwords campaign is targeting the wrong keywords. The whole point of your advert is to get as many clicks as possible from relevant visitors. If you want to increase your clicks, conversions and success of your campaign, then picking the right keywords is essential.
Instead of targeting general keywords that are related to an industry, you should be focusing on keywords with buyer intent. After all, you want to make sales right?
A general keyword like “PPC” might have millions of searches and attract plenty of clicks, but users who click your ad aren’t likely to buy. Depending on what you are offering, a better keyword would be something like “PPC services” or “PPC agency”. Both of these keywords have more buyer intent and are likely to generate better conversions.
Having A Terrible Landing Page
If you’re planning on spending a decent amount of money of highly targeted traffic to your website, then you better make sure you have a good landing page. Failure to invest the time and money into a good landing page will leave you with very poor results.
If you promise a fantastic deal or offer in your advert, then you better stick to that promise on your landing page. If a user clicks an ad promising a great deal but the deal doesn’t exist, then there’s a high chance you’ll lose that customer and waste money.
A good landing page will deliver any promises made in the ad copy as well as getting an interaction (sale, signup, social share) from the user. If you need some inspiration for your landing page, then be sure to check out these awesome examples.
No Conversion Tracking
Having a successful PPC campaign is all about monitoring how much money you put in and how much money you make. If you don’t know how many conversions you have made, how can you tell if your campaign is successful?
Believe it or not, one of the most common Adwords mistakes that beginners make is not setting up their conversion tracking. Not only is conversion tracking important to monitor how many sales you have made, but it also gives you valuable information to optimise your campaign.
By setting up your conversion tracking, you’ll be able to see exactly how well your ads are performing and if they need tweaking. Without this valuable information, you could be wasting value money without even knowing.
If you need help setting up conversion tracking for your Adwords campaign, then be sure to read this useful guide by Google.
Not Using Ad Extensions
Ad extensions are little additional snippets of information that can be included in your ad. These are things such as review ratings, your address and phone number. Here are all the different types of ad extensions:
- Click to download apps
- Click to call
- Click to go to Google maps
- Review snippets
- Links to main pages on your website
- Seller ratings
Surprisingly, many people who use Adwords have no idea these even exist, which is a huge shame. Not only do ad extensions improve your click through rate and engagement, but it also makes your ads cheaper. How? By increasing your quality score.
A higher click through rate increases your quality score which in turn reduces the amount you pay per click. The best way to increase your click through rate and grab user’s attention is using ad extensions. Put the 2 together, and you’re on the right track for a super effective PPC campaign.
If you want to improve the click through rate of your adverts and the success of your campaign, make sure your read this detailed guide by Google.
No Negative Keywords
If you’ve never heard of negative keywords before, then you could be making a big Adwords mistake. Just as getting the right keywords to target is important, it’s also important to ensure which keywords you don’t want to target.
Imagine you’ve just made an awesome new word editor that you’re trying to sell to customers. If you target the broad keyword “word editors” then there is a chance you advert might appear when users search for “free word editors”. Negative keywords allow you to stop your adverts from being displayed with a particular keyword
In our word editor example above, the negative keyword would be “free”. Obviously, if you’re trying to sell a word editor you don’t want people who are searching for free word editors to click on your ad. That would be a huge waste of money.
By using negative keywords, you can improve the targeting of your adverts and make sure only relevant users click your ads. For more examples on using negative keywords, head over to Google’s helpful guide.
Having Too Generic Ads
When a user searches for something, they are usually looking for something specific. For example, if someone is searching for shoes they will generally be looking for a particular colour, size or style. Having a generic advert that just targets shoes, in general, is a bad idea.
Users want to see something related to what they have just searched. If they search for brown shoes, then you’re going to get a much better click through rate if the ad contains the keyword brown shoes.
If you’re using 1 fixed ad for various keywords then introducing dynamic ads is a great way to increase click through rates.
Split testing ads is super important, and you should always have at least 2 variations of an ad in each group. By monitoring their performance in the statistics, you’ll know which ad is working and which is worth dropping.
Not Using Ad Scheduling
Another very common Adwords mistake many beginners fall victim to is not scheduling their ads. Scheduling your ad on Adwords can not only improve its performance, but it can also help save you money.
Most people leave their campaigns live 24/7 hoping to get the most traffic and clicks. However, it’s not just about getting the most views and clicks; it’s also about getting the most conversions. There is no point running an advert telling users to contact you if your business is closed. Scheduling ad times to run only during business hours is a great way to help improve the performance of your campaign. Not only does it stop low-quality clicks that are unlikely to convert at 3 am in the morning, but it also reduces the amount of time your budget is spread over.
Finding the ideal time for your advert to be displayed can be very much down to trial and error. It might seem hard trying to find the right time, but once you’ve found it, you’ll notice a big difference in your campaign’s performance.
To learn more about ad scheduling in Google Adwords, head on over to Google’s help desk where they have loads of great tutorials.
Ignoring Click Fraud
The final Adwords mistake on our list is something that most businesses have no idea is even happening. Not protecting your PPC campaign from fraudulent clicks is one of the best ways to lose money. Thousands of businesses around the world have PPC campaigns running and are constantly competing with other businesses. Many businesses will purposely click their competitor’s ads knowing full well they will be charged for the click.
This means your competitor depletes your budget faster in order to fulfil your daily ad budget. If you don’t have a daily ad budget set, (which is very dangerous), then you’ll just notice your conversions significantly decrease.
It’s a dog eat dog world out there, and if you want to have a great campaign, then it needs to be protected. Having experienced click fraud ourselves for countless years, we decided to do something about it.
PPC Protect is the new software that will do wonders to your campaign. With the ability to automatically detect and block fraudulent clicks on your adverts, you’ll wonder what you ever did without it. To see how PPC Protect can save you enormous amounts of money, head on our to our website for a free 30-day trial.