Here we look at the 7 Deadly AdWords Mistakes You Must Avoid At All Costs…
A badly managed ad campaign just wastes your hard earned profits and lowers your conversion potential.
Okay, let’s do this folks…
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An Unclear Message
You don’t have a lot of words at your disposal to craft your irresistible message or sell your unique opportunity, product, or anything else you’re advertising.
You’ve got to use your ad space to convincingly get customers to click on your ad.
Why would they click you over the other Google Ad choices? Why would a customer click your ad over the organic search results?
Be succinct about your business or campaign’s unique selling point:
- Are you offering free shipping?
- Are you holding an amazing, limited time offer sale?
- Why is your product better than your competitors?
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Not Setting A Budget
Before setting up your advertising campaign, determine how much of a budget you’re allocating to AdWords. Then, stick to it.
Be careful, as it’s easy to overspend – particularly when you get into multiple targeting campaigns.
Do the math based on the duration of your campaign, and calculate your daily ad spend. Your daily costs will vary, as your per day spend is based on a daily average per month.
It doesn’t matter if you’re a one-person business with limited resources for ad strategies or if you’re a sophisticated marketer for a large company, be sure you know your AdWords budget and stick to it.
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Overcomplicating your Ad – Not Keeping It Simple
To increase your conversions, make your ad clear, and uncomplicated. Your potential customer judges your ad copy in about a half second. Make it easy to understand, and you’ll get their attention for a second or two longer.
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Not Including a Keyword in your Ad Copy
Always include one of your main keywords in your ad copy or header. Google ranks ads based on search matches. The more your ad matches the keyword search, the higher Google will rank your ad.
So, if your keyword is highly competitive, such as “watches”, and you don’t use the word “watch” in your ad copy or header, your ad is likely not going to be one of the top ads displayed.
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Too many Keywords
The more targeted your campaign, the higher your conversions will be. The optimal number of keywords you want is anywhere from five to twenty.
More than 20 keywords will make your ads expensive – and not very targeted. This is true regardless if your campaign is Broad match, Phrase match or Exact match.
Before you start building your AdWords campaign, think about what you are offering, what your objectives are, and whom your customers are.
Then list out the keyword phrases you think your customers will use when searching for your goods or services online.
Google gives you automated keyword suggestions, based on your advertising text.
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No Clear Call-to-Action
Your Call-to-Action is vitally important in your Pay-Per-Click ads. Be clear about what you are offering, and the action your potential customer needs to take to get it.
You can write different CTA’s for different campaigns you run – but you really only have that one chance to tell your potential customer exactly what action you want them to take, and what to do once they’ve clicked through to your landing page.
Make your intentions clear, and you’ll increase your conversion rate – whatever your campaign objective might be.
If your goal is to get the sale, for example, use short action words like “buy”, “shop” and “shop now.” Be direct and to the point here.
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Misleading Ads
Probably one of the worst things you can do is to make inconsistent, or worse, misleading advertising. If you are going through all the right steps to make your online dollars bring you the highest conversion rates, don’t screw it up by linking to an unrelated landing page!
Be sure your ad copy is consistent with your landing page. If it’s way off, your potential customer’s not going to trust you, and the money you’re spending on ads is – well – a complete waste of your money.
If you are advertising a specific product in a particular colour, and you’ve used the right keywords to be found by your customers looking for that narrowed down item – then link your ad to that particular product landing page. It will result in higher conversions with customers ready to buy.
I really hope this helped. Hey, have I missed anything here though? Drop me a note in the comments section below and let me know your thoughts.
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