When training others in setting up their AdWords campaigns, I have noticed that many will have made identical mistakes. My challenge to you is – how many of these errors can be found in YOUR AdWords campaigns?
1. Using just one advert to match to lots of unrelated keywords
Here’s an example advert that is suffering from this mistake:
temporary staffing, virtual office
registered office, mail forwarding
In this example, the advertiser is attempting to use one advert to advertise many of their products and services. To overcome this mistake, set up multiple ad groups, one for each product or service.
2. Sending people to the homepage
A common mistake is to send all visitors direct to the homepage of your website. You have just a few seconds to get and keep someone’s attention on the web! Don’t risk them leaving immediately as they cannot find what they are looking for – send them directly to the page about that particular product or service.
3. Incorrect capitalisation
Capitalise the first letter of each word in your advert (see the example in point 4 below) – this works by making the advert stand out more and increases the likelihood it will get clicked.
4. Using your company name as the heading for the adverts
This mistake is often replicated by web marketing agencies as well as individual advertisers. Here’s an example:
Bristol Party Hire
Bouncy Castles in Bristol
Great Prices From £45
Your advert is NOT about you – it’s about closely matching what the potential visitor is searching for. The advert heading should match the keywords the visitor has used as closely as possible. For example:
Bristol Bouncy Castles
Bouncy Castles in Bristol
Great Prices From £45
5. Not tracking the results
Make sure you track your results so you can test which keywords work best to generate leads and / or sales. You can do this by using Google’s conversion tracking (found in the Opportunities tab).
6. Leaving the content network on
The content network is a large number of unrelated websites, all running advertising on their website. Visitors to their websites have the opportunity to click on your ad, costing you money. Turn the content network off to avoid these unnecessary clicks.
7. Leaving ads running 24 hours per day
For most products and services, it makes sense to only run adverts at certain times of day. For example, B2B advertisers will benefit from running adverts only during work hours.
8. Not using negative keywords
Negative keywords will prevent irrelevant searches. For example, you will probably want to cut out people seeking “free” things. Ideally build a large negative keyword list to save yourself money.
9. Failing to use broad, phrase and exact match keywords
These are the three different keyword types which all need to be included in your ad groups to cut down on costs. So make sure you include them all.
10. Underutilising the display URL
The display URL can be manipulated to increase Click Through Rate. For example, if advertising bouncy castles – instead of www.bristolpartyhire.co.uk use www.BristolPartyHire.co.uk/BouncyCastles.
Claire Jarrett of MarketingByWeb
Recently I have become utterly obsessive about ecommerce and business site design. This began after I spent a few hours reviewing a friend’s Pay Per Click (PPC) invoice. Apart from rivalling the deficit of a national bank his campaign was providing little success. Delving a little deeper, his problem turned out not to be traffic, rather his site has all the basics wrong. While there are many techniques for running lean and successful PPC campaigns I want to take a step back to look at these fundamentals. It’s easy to spend a bucket load of cash on PPC (trust me, I have done it). However, the very first objective for any site owner should be to create a site that achieves its aims. Using ecommerce as an example, this is about converting browsers into buyers. If you can get the principles right, driving traffic should be a secondary and relatively easy objective. Anyone that’s played the popular 90’s computer game Lemmings will know that leaving these suicidal creatures to meander as they please will result in disaster, usually of the dead Lemming kind. The problem isn’t the lack of Lemmings -- there are enough for everyone -- the problem is the route you have devised for them generally ends up in the spiky pit of doom. Business websites sites have the same tendency, but we just call it ‘goal conversion’. Ask yourself, what are the goals of your site? They could be anything from a sale, contact form submission, lead creation or a click somewhere. These goals are the foundations of your site -- the routes for the Lemmings -- and anything else is secondary. Once you have identified these goals you need to optimise for them. It’s an essential and often painful process, but one where you need to be ruthless. Anything detracting from a goal conversion needs stripping away without mercy. Conversely, the message for any areas that need strengthening, is fix them now! It’s only when you are happy that your site meets its goals that spending on PPC makes sense. Just press that button and let the Lemmings jump!