Adwords marketing is a form of digital marketing that places your specific product or service in front of a person who has proven their interest by clicking on the ad. Better still, you only have to pay when they click, not if they read the ad but don’t click. Many businesses have found it to be a very productive way to market their goods. That said, as with everything mistakes can be made that affect your end result, so here are 5 common ones to avoid.
- Choosing a keyword that is too broad. Even though it may seem likely to attract a great many potential buyers, the cost will very likely be too high to give you a good return over investment (ROI). It’s better to start off with several long-tail keywords that will be much cheaper and work your way up from there as you get more profits. These keywords can be found from your Google Analytics or Webmaster Tools accounts.
- Many people try to squeeze as many keywords into each campaign as possible. The idea with adwords marketing is to be laser targeted. One keyword for each campaign and landing page would be the ideal, but it takes too much time. Instead, restrict yourself to about 5 keywords.
- Sending visitors straight to the home page of your website. This leaves them feeling confused as they try to find out the information they expected from the ad keywords It results in higher bounce rates and ends up costing more. You need a dedicated landing page for each ad campaign that gives the visitor exactly what they want without having to go look for it.
- Not including negative keywords. For instance, if you were selling sunglasses, negative keywords could be drinking, wine, beer, water, all of which when added to the word ‘glasses’ make up a product that you are not selling. By including these words as negatives you are ensuring people interested in those things do not click on your ad, costing you a lot of money for nothing.
- Not measuring the return you get over investment means you don’t know which keywords or ads are performing better and which are not making you much or any profit. You can waste a lot of your budget if you keep the wrong ads running. And you can lose more if you don’t ramp up those campaigns that are madly successful. While setting up Google analytics or another tracking tool is a little complicated, it can mean the difference between success and failure. That said, if you just run one campaign at a time you can be sure of knowing what it is bringing in. But it may take longer to find one that works really well.