Google AdWords can be a very powerful tool to market your product or service if you use it correctly. Sometimes, marketers advertise blindly on Google and make mistakes that cause the campaign to become ineffective and unprofitable.
When we advertise on Google, our objective is to get as many people as possible to visit our website. And we will make the campaign relevant so that we are attracting targeted people who are interested in what we are offering. An AdWords campaign is not a success if there is no conversion.
In this article, let me share with you 5 Google AdWords mistakes that you must avoid if you want to have an effective campaign:
1. Target the right keywords. The success of your AdWords campaign relies heavily on your keyword list. If you bid on irrelevant keywords, you will not get clicks and conversion. If you offer luxury car rental service, targeting the term "affordable car rental" is not appropriate. So, always streamline your keyword list and bid on targeted keywords.
2. Using broad match only. The broad match option does not allow you to target your visitors specifically because it allows a multiple keyword to show for any query with the terms, no matter what the sequence is. Therefore, you should start off by using either an exact match or phrase match, which allows you to target your visitors more specifically. Alternatively, you can also use Negative keyword match to exclude keywords that you do not want to target at all.
3. Using only one ad group. Google AdWords allows you to create many ad groups and you should make full use of it. Because keywords in an ad group shares one advertisement, some keywords may not be relevant to what you are writing on your advertisement. Therefore, always separate keywords into different ad groups. For example, separate air conditioning servicing and air conditioning repair into different ad groups even though they both lead to the same landing page. This will get you a better quality score and lower bidding price.
4. Showing your ads on the content network without changing your bidding price. This is where a lot of marketers burn a hole in their wallets. Conversion is different in content and search network. So, start off by bidding a lesser price on content network to find out which keyword converts better.
5. Lack of unique selling proposition of your product or service. There are other advertisers bidding the same keywords as you. Therefore, you must differentiate your product or service from your competitors by highlighting your unique selling proposition. The unique side of your product or service sells.
Try to avoid making these mistakes when you run your next AdWords campaign. Good luck!
