Self-inflicted wounds in Google AdWords can lead to frustration, fewer customers and less money — not good things.
When used correctly, AdWords is a powerful, efficient advertising platform that brings scores of visitors to your business. However, campaigns are doomed to underwhelm when not properly optimized — and folks who are new to AdWords often make the same mistakes.
In this article, we’ll review seven of the most common errors that can kill your Google AdWords campaign. As you’ll see, these easily made mistakes are luckily also fairly simple to fix.
Mistake 1: Not Using Keywords in Your Ad Copy
People who search for products and services online are much more likely to click on your ad if it contains the exact phrase they were looking for.
Make sure at least one of the ads in your ad groups include your top performing keyword phrase. This will lead to a higher click-through rate (CTR), which means more potential leads and sales.
Mistake 2: Not Creating New Ad Groups for Different Keywords
Novice AdWords users often rush to set up campaigns. Rather than create ad groups for the different aspects of their businesses, they just throw all of their ads and keywords into a single ad group. This is a huge mistake!
The solution is to create different ad groups for all of the different keyword phrases you find during your keyword research. This allows you to write more targeted ads that will boost your CTR. Also, each of your ads can contain their most relevant keyword terms as we discussed above.
Mistake 3: Ignoring Negative Keywords
Not only do you pay for every click on your ad, but in a sense you’re also paying for folks who don’t click on your ad. Low CTRs lead to low quality scores, and low quality scores lead to higher costs. So you really want to make sure your ads are being seen by people who are most likely to click.
Negative keywords can help here.
By adding a negative keyword, you’re instructing AdWords to not show your ads when a search query includes that keyword. How is this helpful? Imagine you own a garage door repair business, and you realize you’re getting an extremely low CTR from people who are searching for “garage door openers.” Most of those folks would have no interest in getting their garage doors repaired — they just need new door remotes. So why market to that crowd? Adding “openers” as a negative keyword solves the problem.
Mistake 4: You’re Not Advertising to Relevant Locations
Online advertising is amazing because people around the world can see your ads – but that is a double edge sword…