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
Companies are generally very good at collecting customer data. They have processes and systems in place to record every touch point a customer has with them. Whether it be in-store, online, through an email or direct mail campaign or via telesales and telemarketing, behaviour is tracked from various sources and saved into various systems.
However, all too often this data is not integrated, it is stored in different locations or departments (web databases/offline databases/telesales databases etc) and is never consolidated into one central location. As a result companies fail to create an individual customer view and ultimately miss seeing the value of their data.
This is because segmented customer data can’t be analysed for trends or buying habits and opportunities to cross sell or up sell are missed. Most importantly, you cannot build a relationship with your customer without knowing everything about them.
By using an intelligent data management solution that will automatically pull customer data from your various sources into one central database, you can start to build an individual view of each customer, learn everything about them and begin to build valuable, meaningful relationships.
When you can see, on one simple interface who your customer is, their browsing and buying history, what messages they respond to, how they respond, at what time, what they like and don’t like you can communicate with them in a relevant and targeted way, learn about them and understand how they interact with you. By doing this you begin to add real value to your data.
The next step needs to be taken in data capture and individual customer views need to be created to ensure trends and behaviours aren’t missed or ignored and businesses can begin to learn about every aspect of their customer.