Google AdWords is a highly effective platform with over 4 million advertisers. It’s the place to be if you want to reach out to a specific target audience in your area. According to a BrightLocal survey, 29% of consumers search for a local business every week, which is why it’s so important to know how to stand out from your competitors if you want to get a searcher to click through to your website instead.
Common AdWords mistakes to avoid
With AdWords, you only get a few lines of copy to make an impact so your ad has to be good. Here are some common mistakes to be aware of.
Mistake 1: Not doing your keyword research
Keyword research is one of the most important steps when setting up your campaigns. There are several different keyword tools that you can use for this step, Google Keyword Planner being the most popular. The keyword matches you use also matter. If you’re looking to target a very specific audience it’s best to use phrase or exact match keywords. There is also the broad match option and as the name suggests these keywords will target anyone that searches for your phrase in any order. You need to decide what your objectives are and exactly who you want to target before you start researching and deciding on keywords.
Mistake 2: Forgetting about negative keywords
If you want to exclude certain keywords that don’t match your products or services, you need to make use of negative keywords. For example, if you sell pet products online and you’re including “pet store in LA” as one of your search phrases, you don’t want your ad to appear when someone searches for “worst pet store in LA”, which is where negative keywords come in.
Mistake 3: Your ad isn’t fulfilling a specific need
It’s all good and well to explain what your business does but when a user is searching for something in particular, they’re usually looking to fulfill a need or solve a specific problem. Your ad copy needs to tell them how you’re going to help or benefit them if you want them to click through to your website.
Mistake 4: Not using Google Shopping ads as an ecommerce store
If you’re looking to sell physical products, Google Shopping Ads are perfect for that. Not only do they really stand out by they also have a prime placement in search results. You can find out more about Google Shopping Ads here.
Mistake 5: Refusing to trust the numbers
You can be the most talented AdWords writer out there but the numbers are all that really matter. It’s essential for you to keep an eye on your stats and to test your copy if you want the best return on investment. By running multiple ads at the same time you can quickly determine what your audience is responding to and put more budget behind the most successful ads.
Mistake 6: Forgetting about mobile
The number of mobile users is growing on a daily basis and can no longer be ignored. When you create your campaigns you’ll need to create a shorter version for mobile devices. It has also been found that mobile users use shorter search terms, something to consider as you research keywords.
Mistake 7: Not bidding on your own brand
If you’re not going to use your company name as one of your keywords you’re going to be missing out on a whole lot of targeted traffic. There’s a good chance your competitors will be bidding on your company name in an attempt to draw in users who might be searching for your website, products or services. Your website will still show up in Google’s search results when a searcher types in your company name but you might have a competitor advert right above you.
Mistake 8: Failing to optimize your landing page
When a searcher clicks on one of your ads, they have certain expectations about what they’re going to see once they click through to your website. If you’re simply going to take them to your home page when they’ve clicked on an ad about your latest sale, there’s a good chance they might leave your website and you’ll lose a potential client.
Mistake 8: Failing to research your competitors
You need to know who your competitors are, what ads they are running and what their landing pages look like so do a little research before you get started. Make improvements to your own landing pages, copy and keywords to get the most out of your campaign.