It may seem simple to set up a Google AdWords campaign – add in some keywords related to your business, write an ad, and then put your campaign live and just like that you’ve got thousands of people clicking on your ads and visiting your website. However although yes you can see your ads are getting clicks and people are visiting your website, there are a long list of mistakes to avoid whilst running your AdWords campaigns. Are the people clicking on your ads relevant and converting whilst on your site? Or are they leaving your site immediately and simply wasting your budget when clicking on your ads?
Here are 5 mistakes you need to avoid across your AdWords campaigns:
Within your AdWords Account you have campaigns and ad groups. Campaigns split up different sectors of your business, and within a campaign you have individual ad groups. A common mistake is to have just one campaign with one ad group containing all the keywords related to your business. Creating ad groups for each different sector or product range allows you to write engaging, relevant ads aimed at a customers’ search query increasing the likeliness of a relevant click-through. This also means you can send your customers to more specific landing pages for their search queries increasing the likeliness of conversion and engagement.
Another mistake is only creating 1 ad that will be shown for every one of your keywords. Writing a number of different ads with different ad content and phrases, and then testing these for which one performs best, for example achieves the highest level of engagement or conversion rate, is key to AdWords success.
You can spend hours choosing your keywords and adjusting their match types but don’t forget to add in negative keywords. Since the removal of exact match keywords in September of this year there is less control over limiting what search terms trigger your ads. One way to prevent your ads from getting irrelevant impressions or clicks is by adding negative keywords. If a search query contains one of your negative keywords your ad will not show, for example adding free or cheap as negative keywords means your ad will not show for any search containing these terms.
Broad match keywords gives you very little control over what search terms will trigger your ad to be displayed. Using phrase match and modified broad match will help show your ads to more relevant customers searching for your products. Using a number of different match types for your keywords along with negative keywords gives you a greater control on what your AdWords budget is being spent on.
The campaign settings are set at the beginning of your campaign, but as with all aspects of AdWords these can be adjusted as time goes on. The settings tab is where you decide a number of important decisions including what locations to target, what locations to exclude, how you want your ads to be rotated, your daily budget and bid adjustments. Getting your campaign settings right can make a huge impact on the success of your AdWords campaigns.
Paid search requires time and effort in order to get it right. You want to get people to click on your ads, but most importantly you want them to complete a goal or conversion after clicking through. As a Google Partner we know the importance of spending time on the account set up – creating campaigns, creating different ad groups, setting budgets and bids, adjusting the campaign settings, setting up ad extensions – and this is all before the campaign is put live. Then the work isn’t over – AdWords campaigns cannot just be put live and ignored. They need to be monitored closely – which ad is converting the most visitors? What keywords are wasting budget? How can I increase the amount of conversions from my campaign?
Contact our Surrey marketing agency for more information and advice on how we can help your business succeed with paid search.
By Kath Goward 27 November 2014