Top 5 Things Not to Do With Your Google AdWords Campaign
Top 5 Things Not to Do With Your Google AdWords Campaign
As an Internet marketer, I have audited hundreds of companies ad campaigns and seen the same mistakes made time and time again. The types of issues we are about to review can cause your company to pay more per click than is necessary, can cause your ads not to appear and ultimately leads to loss of revenue. Let's review some of the common examples of what not to do with your Google AdWords Campaign.
1. Linking a destination URL to your company's home page. First off, let's not get our customers to our site and then give them general topics or a mix of related topics which is generally included on the home page. You want your customers discovering more in depth information about you.
2. Including too many keywords from each ad group. Let's stay focused on our top keywords and group them to directly match the ad text that they trigger when a user searches on Google. To do this, create a separate ad group for each themed group of keywords. Then create an ad that specifically matches that theme. You can create multiple ad groups like this, so that users always see an ad text that is specifically related to their keyword they searched for. If a keyword proves not to work then test another.
3. Not using the strength behind negative keywords. Many marketers don't think to include a negative keyword, one that you might want to prevent from showing on any search queries. However, this strategy can save you a lot of money if that term is continually searched for on your site and it involves an offer, product or service you can't provide. By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your ROI.
4. Including different geographic markets in the same campaign. Market segmentation is one of the steps that goes into defining and targeting specific markets. It is the process of dividing a market into a distinct group of buyers that require different products or marketing mixes. By focusing on a specific market for each campaign, you stand a chance of actually relating to your core customers from that geographic market and not diluting the campaign to the point that your user no longer feels you are speaking to him/her.
5. Focusing on a keywords success expressed as the click through rate rather than overall conversion ability. The average number of click-throughs per hundred ad impressions is expressed as a percentage. However, it is important to distinguish what a click-through rate (CTR) does and does not measure. The CTR measures what percentage of people clicked on the ad to arrive at the destination site. CTR does not include the people who failed to click, and perhaps noted the site address, so still arrived at the site later as a result of seeing the ad. As such, the CTR may be seen as a measure of the immediate response to an ad, but not the overall response to an ad. Since we now have better ways of tracking success on the web, there is now less interest in click-through rates and more interest in conversion rates. A high click-through rate does not assure a good conversion rate, and the two rates may even share an inverse relationship. An advertisement geared towards curiosity clicks will result in fewer sales, percentage-wise, than an advertisement geared towards qualified clicks.
Hopefully this article gives you some things to consider when your company is preparing its next AdWords campaign. Check back frequently to our site as the next article in our series relates to five additional issues and follows with proven solutions to ensure a highly optimized AdWords account.
Hopefully this article gives you some things to consider when your company is preparing its next AdWords campaign. Check back frequently to our site as the next article in our series relates to five additional issues and follows with proven solutions to ensure a highly optimized AdWords account.
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