Google is one of the most popular search engines and leveraging this platform can bring along some major benefits. While advertising through Google AdWords can take you to the heights of online marketing, not doing it the right way engenders risks that can burn a hole in your pocket.
This is why most people find it safe to rely on a professional PPC marketing agency. Even if you are relying on a professional to do this, makes sure that some very silly mistakes are not sabotaging your Google AdWords campaign.
Let’s face it, pay per click marketing is considered to be much more expensive than other elements of inbound marketing like SEO and SMM, etc. So, any goof-up there, even in the short run can actually, literally make you pay a hefty price. AdWords, being one of the favorite paid marketing tools, is no exception.
So, let’s walk through these 6 mistakes that can sabotage your AdWords campaign and your finances.
1. Missing Out on Shopping Ad Campaigns for Products
Lets’ face it, online shopping is a phenomenon now, and online stores are making much better sales than physical stores in the present scenario. When it comes to ads for physical products and not just brands or services, missing out on shopping campaigns is the biggest faux pas you can ever commit.
Text ads work well for intangible stuff like services or offers, but physical products do well with Google shopping ads since these ads have all the requisite features that attract the buyer’s attention. Here the customer can see the product name, image, price and more information that is vital to make a purchase. And, they also get the advantage of both desktop and mobile search engines. These ads have the potential to appear not only in the search engines but also within the Google Shopping tab.
If you are not in for a shopping ad campaign for your physical products, you are leaving a lot of money on the table. Exploit this facet of online marketing and you can make a fortune. Given that it’s a dynamic thing – the shopping campaign itself – it is a great tool that you have in your hand. Consistent A/B testing in this case helps a lot to get to the best of ads that not only get you clicks, but conversions as well.
2. Inapt Keyword Grouping
Okay, even a lot of PPC experts fall for this blunder – making just one campaign and adding all their keywords in just that one AdGroup. One AdGroup contains a number of ads that are connected to keyword groups. If all the keywords, and I mean hundreds of them, are added under one and the same AdGroup, it will imply spell disaster for your ad campaign because relevance is of the essence here.
For example, say, you are targeting the audience for rings. Now, your keywords could be so many – wedding rings, engagement rings, diamond rings, sapphire rings, love bands, wedding bands, men’s rings, promise rings, anniversary rings, and so much more. Now, if you are targeting all these keywords in the same group, it is obvious that the vendors who have their campaigns more organized into different ad groups will have an edge over you.
What putting all these in the same ads does is that even if the customer is looking for a wedding band, they would still be seeing ads about “rings” when it’s a wedding band they are looking for. The result is that your result is irrelevant to the query of the user.
Instead of doing this, you could simply make one ad for each keyword so as to make an ad that is precisely relevant. You can also mix keywords that are very similar but try not to add any more than 10 keywords in a group. You will thus, receive higher CTR and increase the Quality Score. High QS will initially reduce your CPC while bringing you more traffic and increasing your average rankings.
3. Leaving the Negative Keywords Out
Going by the name “negative keywords” and leaving them out is a big mistake. Building a negative keyword list is actually a great way to exclude the low-quality traffic from clicking on your ads, basing it on little or no intention of the user to buy your product or service.
Let’s see, you sell all smart phone devices except for Apple. In that case, it doesn’t make any sense for you to figure as a result in the searches for Apple products. So, when you add “Apple” to your negative keyword list because then, you will assume that the users clicking here are not looking for Apple, which is something you do not sell.
Some stock negative words are – free, cheep, videos, pictures, etc.. People Googling these keywords will probably never make a purchase even if they click. So, always build a negative keyword list too and improve the CTR and hence the Quality Score.
4. Missing a Landing Page that Corresponds to Your Ad
The entire customer journey is about seeding an idea into the potential buyer’s mind, to leading them to the ad, making them click, and then finally closing the deal. But, where is it that you close the deal? On the ad itself? No!
Here is what so many businesses do. They do everything right with the ad, except for getting it right with the landing page. If you have a great ad copy, the chances of getting clicks are great. Once the ad is clicked, do you have the potential to make a conversion? If your landing page doesn’t offer what the user had been looking for – the product, the service, the ease of browsing, the simplicity of making a purchase – you have failed your ad.
So, missing a great landing page that corresponds to a great ad is a losing battle. You are simply bringing in leads to lose them within a few seconds. A little bit of extra effort into making dedicated landing pages can actually self-finance your ad.
5. Ignoring the Ad Extensions
Ad extensions are offered for some good reason, and if you are not making use of them, your bad! The space and character limit for ads are tight so, one tries to make the most of it, thus in the process, missing some important features that an ad should have.
Ad extension let you cover of that paucity of space that too for free. These let you make your ad more complete with more information. You can thus, take up more space in the search engine results and get ahead with your competitors.
Here are some handy extensions you shouldn’t miss on:
Location – add address to your ads; great extension for local businesses
Callouts – phrases that catch attention – “Satisfaction Guaranteed”, Free Shipping”, etc.
Sitelinks – you can add additional links. This linked text can be used to highlight calls to action or selling features.
Call: you can add a number that customers can call you on. It adds more credibility to your business.
So, stop committing the blunders that you may have been till now. It’s time to wisen up and get your AdWords act together.