Are you unhappy with how your Adwords account performs? Having trouble generating a sensible return on investment? Have you lost track? Unfortunately, these are situations that many companies experience. But before you completely consider stopping your advertising, read this article, which highlights some of the most frequent mistakes. This guide looks at 4 errors that every day are the cause of many wasted advertising dollars. To avoid them, you need to know your target audience and how Google Ads works in practice.
1. You need research of keywords
The better you know your target audience, the better you can appeal to their needs through your campaign and ads. A good understanding is especially essential to avoid the most costly mistakes. Therefore, the first step you should take to understand your market is to conduct a keyword analysis. There are several tools that can help you through this process and the most well-known is without a doubt keyword planning in your Adwords which is now called Google Ads. Based on keywords related to your business, you can identify multiple keywords with volume and see other historical metrics as well as forecasts of how well your keywords will perform.
There are also other tools where you can obtain keyword data. A good example is Google’s own search engine, where you can get input for keywords through their autocomplete and related searches at the bottom of the search results. No matter which tool you use, the purpose is to give you a fundamental understanding of your market and which ad types you should focus on.
2. You are not using the right keywords and match type
Keywords are a cornerstone of any Adwords campaign, especially for search ads. It is thus beneficial to carefully evaluate the keywords that you add in your campaigns. The goal of your keywords should not be to generate a lot of traffic but conversions. Conversions correspond to actions your visitors take on your website or online store. It can f.ex. this can be, for example, transactions, a sign up for your newsletter, filling out a form or making a call. At the same time, it is essential that you make sure that all your conversions can be traced back to your keywords through conversion tracking.
In Adwords you can add keywords with several different match types. Many make the costly mistake that they add all keywords as broad match keywords. Broad match gives far less control over when your ads are shown. If, on the other hand, you add keywords like either exact match or phrase match, then the keyword must always be part of the search phrase. This can save you a lot of wasted ad dollars and a lot of work shutting down irrelevant keywords. However, never forget to add negative keywords.
3. You don’t send users to a relevant landing page
There should be a close connection between the keywords you choose, your ads and the landing page you send your potential customers to. A good landing page is one that is user friendly and that provides the information that the user is looking for. The landing page should present the most important information at the top and call for an action. For an online store, this may be the purchase of a particular product and for a website, it may be the completion of a form or another conversion.
By having a close connection between your Google Ads campaign and landing pages, you also increase the so-called Quality Score in your account. This basically means you can achieve better rankings at a lower click price (CPC). In addition, if you want, you can split-test your landing page to find the combination that contributes to the best conversion.
4. You do not split-test ad variants
Many only add one ad to their ad groups, which is just not sufficient. The ads are the first thing your potential customers see. They are therefore of great importance to your results both before and after they enter your website. Make sure you have 2-3 different ad variants per ad group where you test different variations. This can be a different headline, description, Display URL or something completely fourth. Also try to test different call-to-actions where you call for an action. It can f.ex. this can be, for example, ’sign up here’, ’get a good deal now’ or similar, depending on what you sell.
When your ads appear at the top of the search results, they can also be presented with so-called ad extensions. Here you have the opportunity to add extra information about your company or products. It can f.ex. be information about free shipping, fast delivery, large selection or something else that is special for your particular business. Basically, it’s about standing out from your competitors. If you do, more people will also choose to click on your ad.
These were 4 bugs which have proven to be some of the most frequent bugs in Google Ads, also known as Adwords. If you want to know more about what you can do to improve performance, Google also has excellent documentation on their entire ad system.
Summary
Article
Avoid these 4 mistakes if you use Adwords (Google Ads)
Description
Are you unhappy with how your Adwords account performs? Having trouble generating a sensible return on investment? Have you lost track? Unfortunately these are situations that very many companies…
Author
IT-Artikler. dk
Publisher Name
IT-Artikler. dk
Publisher Logo
Written d. 17 aug 2018 – No comments
