Most Common Mistakes You Have To Avoid in Google Adwords

October 12, 2015 by in category Digital marketing tagged as with 0 and 0
download (3)

Online marketers understand that using Google AdWords is a wonderful way to drive traffic to their websites. Since it will be costly if not handled properly, the trick is to manage campaigns to induce the very best return on investment.

A poorly managed campaign will price more than it brings in, however a well managed campaign will keep your store or company in business. It all comes all the way down to what proportion you know about AdWords and the way smartly you can manage your campaigns.

In this blog we’ll discuss the most frequent mistakes that people create with Google AdWords. By avoiding these mistakes and following the alternative advice provided, you’ll get on your way to a extremely successful AdWords campaign.

Not Grouping Keywords properly

AdWords is set up therefore you’ll be able to create campaign ad groups to manage differing types of campaigns. (If you have got a product campaign and a content campaign, each of them are often managed individually.) inside each campaign, you’ll be able to break down your ads and keywords into ad groups.

Not using ad groups is one among the largest mistakes individuals make. rather than segmenting their ads into groups based around similar sorts of keywords, they lump all of their keywords into one ad group and show everyone a similar ad.

The problem with this approach is that PPC Management 101 tells us that the ad being shown ought to match the keyword being searched. The closer the ad copy matches the keyword, the more possible folks are to click on the ad (and eventually order). Let’s inspect an example.

Samsung company sells several different products, they sell ,desktops,laptops,tablets,Tv etc,.if they didn’t breakup their products into different groups ,then they wouldn’t be able to show specific ads based on what people are searching for. They would have to resort to an ad with a headline such as “Buy Samsung Products” instead of an ad that matches what people are searching for.

Instead, Samsung uses ad groups for each of their products so they can use headlines like “Samsung galaxy “or “Samsung tablets” when people search for those respective products.

If you don’t split your keywords into different ad groups, then you’ll lump everything along beneath one ad copy. This doesn’t permit you to customise the ad to be a good suitable the term being searched for. The additional you split your ads and keywords into themes, the better your campaigns are going to be to monitor and optimize.

Recommendation: the most effective rule of thumb is to use no over 20 keywords per ad cluster. Generally you’ll depart with using a few more, however exceeding a 20 keyword limit could be a sign that your ad copy isn’t matching the keyword being searched as closely as it might.

Not exploitation the correct Keyword Matches

The next biggest mistake people make isn’t using the proper broad match, phrase match, or exact match keywords.

Here’s how this works: AdWords permits you to feature keywords to a campaign in one among the 3 ways mentioned above. you’ll be able to add them as a broad match, phrase match, or exact match.

A broad match keyword implies that your ads can show if the keywords are utilized in the search, no matter the order. If you add “Nike running shoes,” for instance, your ad can show up for folks that type “Nike running shoes,” “Nike free running shoes,” and “where am i able to purchase Nike shoes for running.”

A broad match implies that your ad can show in a search so long as the keywords you entered show up within the search in one form or another. To enter a broad match term into AdWords, simply enter the term without any kind of punctuation before or after the term. During this example, you’d simply type Nike running shoes to add it as a broad match keyword.

A phrase match keyword suggests that the keyword phrase needs to show up within the search as an entire phrase in the order you enter it. using a similar example as above, after you enter “Nike running shoes” as a phrase match keyword, then your ad can show up for terms like “Nike running shoes” and “where can i purchase Nike running shoes.”

It will not show up for searches like “nike free running shoes” and “where can i purchase Nike shoes for running” since the phrase doesn’t show up intact in those searches. so as to enter a keyword as a phrase match in AdWords, you enter it with quotation marks round the term once you add it as a keyword. Thus, with this instance, you’d type “nike running shoes” to add it as a phrase match keyword.

An exact match keyword works similar to it sounds. The term being searched must exactly match the keyword that you entered in AdWords. Thus, if you have “Nike running shoes” as an exact match, it’ll show up only if somebody searches for “Nike running shoes” and won’t show up although somebody searches for “Nike running shoes for sale.”

This may appear too narrow, but as you’ll imagine, it additionally makes your keywords and ads more precise. to add an exact match keyword in AdWords, you enter it with brackets around it like this: [nike running shoes].

So why does all of this matter? It matters because the sort of match you use can have an enormous impact on your ads. A broad match can deliver a lot of impressions, however it’ll be more inaccurate since it’ll show up for terms that aren’t a good fit for your products or the ad.

On the flip aspect, phrase and exact matches typically give a better conversion rate, however they can deliver significantly fewer impressions, which implies you’ll not reach as many folks as you wish to reach.

In some niches, the number of individuals searching for what you’re marketing is low, thus if you limit too much with exact matches, then you’re not aiming to get very much traffic. On the other hand, if you have too several broad match terms, then you’ll not get a high enough ROI on your ad campaign. the most effective scenario is to tweak your matches to search out what works best for your business.

Recommendation: a good approach is to begin with exact matches and then expand to phrase and broad as required. If you aren’t obtaining enough impressions and conversions with exact matches, then you can add the terms as a phrase match and eventually as a broad match. On the flip side, if you aren’t obtaining sensible results with a broad match, you can reduce to use only exact and/or phrase matches.

Not using Negative Keywords

Another mistake individuals make isn’t using negative keywords. AdWords permits you to use negative keywords as the way to exclude keywords that aren’t a good match for your product.

For example, if you own an e-retail store that sells designer women’s shoes however not athletic shoes, then you won’t wish your ads to point out up on searches for “women’s running shoes” but do need them to show up on searches for “women’s shoes.” Thus, you’ll be able to add “running” as a negative keyword, and your ads won’t be shown for any searches that include the word “running.”

Negative keywords are often added at both the campaign and also the ad group level. Thus, if a word ought to be excluded from just one specific ad group, then you can exclude it at the group level, however if you want it excluded from the whole campaign, then you’ll be able to do this also.

Recommendation: in order to search out words that ought to be excluded, you wish to perforate Google Analytics since it’s more detailed data than AdWords concerning specific keyword searches. within Analytics, click on “Acquisition,” then “AdWords,” and then “Matched Search Queries.”

Next, click on “Query Match Type” and then either “broad match” or “phrase match” to look at the exact keyword phrases folks are checking out and which of them aren’t converting well. Once you discover phrases that aren’t converting, take a glance to see if a negative keyword may be added to eliminate that keyword from your campaign without excluding terms that are performing well.

Not Trusting Numbers over Your creativity

Falling crazy with your ad copy may be a problem. you may write some copy and think, “I love this ad!” That’s fine, unless the numbers tell you otherwise.

You should invariably be testing your copy. you can attempt two different headline variations, identical headlines but different body copy, or a similar copy but a distinct call to action. Testing different variations can assist you to understand what works best. typically mentioning a benefit will increase click-throughs and/or conversions. other times, a different headline can improve your results. You’ll ne’er understand until you check.

And once you do begin testing, don’t fall in love with any version of your copy. Once you have between 20 to 40 clicks, select the one that’s obtaining the best results, which implies the highest click-through rate, the highest conversion rate, or the lowest price per acquisition (CPA), counting on what makes the most sense for your business. Don’t make the mistake of admiring your clever copy over the results you’re obtaining.

Recommendation: It’s suggested to continuously be testing. Once you have a winner for one test, put off the loser, and alter the ad copy once more. Always attempt to beat the winner till you’re proud of the results. You will be stunned that this type of testing will eventually cause doubling your conversion rates and halving your cost per acquisition.

Not Bidding on Your Own brand

A lot of individuals make the mistake of not bidding on their own brand. They assume that since they already rank for their own brand, they don’t ought to advertise for it. That’s a way to appear at it.

Another way is to understand that if you aren’t advertising for your brand, alternative companies can. They’ll use your brand for an ad group and target your guests. Yes, you’ll rank initial for the organic term, however your competitor could also be advertising directly above that result.

Recommendation: In several cases, it is sensible to bid the highest for your own brand since folks that are finding out your company are the foremost probably to convert. you want to make sure you’re at the terribly top for your own brand name, which implies you’ll be able to pay the foremost on branded terms.

Not Testing the optimal Ad Position

If you’re goal is to enhance branding, then it’s a good plan to be in one among the top two ad positions, however if you’re goal is to induce the most effective results, sometimes it’s higher to be in position 3-5.

Can this really be true? can it be attainable that it’s better to be in a lower position than first or second? the answer is affirmative, and it’s because individuals tend to be click proud of the top 2 positions. they may click whether they’re seriously interested or not. however if you’re ad is in position 3-5 (or probably lower), then it’s not the first factor individuals see.

People need to inspect the side of their screen, that typically is something they are doing only once they’re unable to seek out what they’re searching for. Thus, being on the side acts as a filter. only folks that extremely are searching for a much better result can click on your ad and visit your website.

Without testing, there’s no way to understand that ad position is that the best for your business. typically being in one among the top 2 positions works great, however alternative times, positions 3-4 offer a far better return.

Recommendation: take a look at to seek out the optimal position by raising or lowering your bid on cost per click. Lower it and then see what happens. If Google suggests a $1 to $3 bid, begin with $1 to check what the results are. If they’re good enough, you’ll not got to pay more per click.

Add comment