Setting up and launching a new Google AdWords campaign is equal parts terrifying and exciting. If you are just starting out, it can feel like you are jumping off a cliff and starting to build a plane on the way down. Anxiety, excitement, fear, and hope are some of the emotions that you feel when you’re clicking the “Enable” button on a new campaign.
IT companies Vancouver and marketing agencies across North America, know that AdWords is a great way to get your offer in front of the right audience. According to a report from MosierData, the top three ad spots get about 41% of the click. That translates into more visitors, leads, and customers for your business.
While AdWords is a great way to grow your business, it can also make you broke if you don’t use it correctly.
In this post, you will find five deadly mistakes that can ruin your marketing efforts and break your bank.
- You’re Not Using the Right Keyword Matches
There are three types of keywords that you can use when you’re setting your Google AdWords campaign:
- Broad match
- Phrase match
- Exact match
One of the biggest mistakes people make is using the wrong type of keyword match. When you create a new campaign, you can decide which of the matches mentioned above suits your needs best.
When you use broad match keywords, your ads will show up in SERP regardless of the order. For instance, if you add “cheap wedding dress” as a broad match, your ad will show up for searchers who type “where can I buy cheap wedding dress” and “wedding dress cheap.” Simply put, a broad match gives you more flexibility since it doesn’t matter in what form people use your keywords.
A phrase match, on the other hand, will require people to enter the keywords in the same order you used them. For example, when you use “cheap wedding dress” as a phrase match keywords, your ad will only show up for phrases like “where can I buy a cheap wedding dress.”
As the name suggests, an exact match keyword only works if searchers use the exact keyword you’ve entered in AdWords.
The type of match you use will have a huge impact on your campaign. While broad matches will get you more impressions, phrase and exact matches deliver a higher conversion rate.
- You’re Not Using Negative Keywords
One of the best features of Google AdWords is that it allows you to use negative keywords to let the search engine know which keywords it should exclude from searches. For instance, if you sell bride wedding dresses, then you won’t want your ads to show up for “bridesmaid wedding dresses”, but do want them to appear on searches for “wedding dresses” or “bridal dress.” What you need to do is to add “bridesmaid” as a negative keyword.
- You’re Not Using Ad Extensions
Google has made it extremely simple for you to write great ads and optimize them to yield the best results. Unfortunately, few marketers take advantage of this option. The “Ad Extension” tab, for instance, is a great example of how you can optimize your ads to boost clicks and conversions. This option allows you to enter more data, such as location extensions, product extensions, sitelink extensions, and so on, to make your ads more effective and precise.
- You’re Not Bidding on Your Brand
It might sound odd, but a lot of marketers don’t bid on their brand thinking that if they are already ranking high for the brand name, they don’t need to advertise for it anymore. In reality, if you’re not bidding on your brand, others will take advantage of it and steal your prospects.
Here’s an example: if you type “Dell computer,” in your search box, the first result you will get is indeed Dell’s website. But, the second result is a bestbuy.com landing page advertising for Dell computers.
- You’re Not Testing the Right Ad Position for Your Objectives
You might think that to run a successful AdWords campaign you need to rank in the top ad position. But, that’s not always the case. If your goal is to raise awareness for your brand, then you should indeed aim for the top two positions. But, if your goal is to boost conversion, then it’s better to be in lower positions.
Google AdWords is a great way to boost your traffic, generate more leads, and increase conversion. That is if you set it up correctly. Avoid these five mistakes and you will create successful campaigns that will help your business grow.