7 Common Mistakes Companies Make With Google AdWords
To run an effective PPC campaign, you need to be able to use Google AdWords effectively.
There is no beating around the bush here, nearly everyone in Miami uses Google to search the web. Using the tools provided by the company in an efficient manner can be the difference between a great PPC campaign and an unbelievable one. Perhaps the best way to ensure you are using AdWords correctly is to start by cutting out these mistakes.
As with anything PPC related, keywords are… key! Too often, important keywords are left out in the copy of adverts. If your copy does have the right keywords, remember not to use the same text for different adverts. Each advert you setup should have its own unique copy. Ask yourself what exactly you are trying to achieve with each advert. For example, is it to build a list of leads or are you targeting potential customers to increase sales. Write the copy for the ad and use the correct keywords accordingly.
2. Identify negative keywords
Surprisingly, many companies do not remove negative keywords. This is imperative otherwise it may lead to your company name appearing in searches that are in fact harmful to your brand. For instance, an ad for Martin’s Marvelous Used Cars appearing in searches for mechanical breakdown services. By association, Martin’s cars are linked to mechanical problems!
3. Not using locations
Unless you are a multinational company, using AdWords location feature when setting up an advert is a must. As a small Miami business, advertising your products in another country is pretty pointless right? Although adding geographic locations mean that fewer people might see your advert, at least you know you are reaching those that can act upon it by visiting your business. In fact, Google research says that around 50% of mobile users will likely make a visit to a store they found in a local search. This number drops to 34% for desktop users, but it is still fairly significant.
4. No landing page
A landing page is essential to drive conversions. If your PPC advert drives people to the home page of your business, chances are they will move on to a competitor. They want to be able to act on the advert, not read about the history of your company! Make sure the landing page has relevance to the PPC advert. If your advert promises pink elephants, make sure the landing page has them!
5. No testing
Test everything beforehand – from your advert copy to keywords to your landing page. The goal here is to see which give the better conversion rates. Bear this in mind when testing.
– Change one element at a time when re-testing. This gives better control.
– Know what element you are testing each time.
– Test over a longer period. Positive results after one day might peter out over three.
6. Not rotating ad
During your testing phase, more than one copy of an advert would have been produced with the best ones kept for the final PPC campaign. Google often chooses the advert it thinks will perform better. This can be changed in the AdWord settings ensuring ads are rotated evenly.
7. Not measuring your return on investment (ROI)
It is imperative that you know your ROI for your PPC campaign. This helps to show how many of the paid clicks of potential customers in the Miami area were converted into sales. This can help refine campaigns for the future, specifically in relation to which keywords and ad groups should be kept or discarded.