Taking a campaign to its excellence, where the click-through rate, cost per conversion and no. of conversions can be termed as awesome, is a dream for every digital marketing professional. Well, no matter how we fetish over campaign perfection, there is a huge probability that we may end up making few common Google Adwords mistakes which prevent this wet dream from becoming a reality.
No matter how long you’ve been using Google AdWords you’ve probably made mistakes in the past or may be making some right now without even realizing it.
Some mistakes may be small and when corrected may only help make your life easier, but then there are those crucial mistakes that could be costing you your whole PPC budget.
To help your current or future Google AdWords campaign, I have not only laid out the 9 most common AdWords mistakes, and give you advice on how to fix them.
Setting Up AdWords in a Wrong Way
The simplest yet confusion and most crucial part of a strong AdWords campaign is the setup.
Picking keywords you want to rank for and setting a budget may seem super simple, but there’s a lot more that goes into tracking its performance.
Once you create your account you NEED to setup conversion tracking or you’ll never know how well your campaigns are working.
Here’s how to set it up correctly:
First, you’ll need to accurately set up what a conversion means to you.
Normally if you’re tracking leads to your site, a conversion would be when someone fills out a form, but Google AdWords is tricky so they’re actually going to have it be someone who sees the thank you page that you’ve set up for this campaign (more on this later).
For those of you not familiar with it, the “thank you page” is the page a visitor is redirected to giving them more information, after filling out a form.
Once you’ve inputted your thank you page information, you’re given a tracking code to add to the head tag of your page.
Ensure that your code is tracking properly by filling out the form yourself and testing. It will help you track the conversions and overall performance of the campaign.
Saying NO to Negative Keywords
This can be confidently called as the most harmful Google Adwords Mistakes. Most people know how to pick keywords, but they often forget to add those keywords that don’t make sense or bring in unqualified leads. These are what Google AdWords calls “Negative Keywords,” or words that you want to prevent your ad from being triggered for.
For example, if your service is a “Teen Driving School” and you keep getting adults signing up for your service, you would add “Adult” as a negative keyword to eliminate those leads.
Adding negative keywords allows your budget to be spent on the audience that really fits your audience and the leads you’re attempting to get. In order to add negative keywords you go to the keywords tab and add them just as you would keywords you’re tracking, but in the negative column.
Not Using Search Terms
This is one of the most common Google Adwords Mistakes. When I first started with AdWords I had no idea this existed, but once I did I made sure to add it to my each review of the campaign.
Search Terms is a nifty feature that shows what users have searched to see your ad. It helps make sure you’re dis-including search phrases that don’t relate to your business and include similar keywords that you’re targeting. This way, you can tighten your campaign’s spends too by seeing which search term is costing you high while returns are low.
This gives you great insight into if you’re targeting the right keywords.
You’ll be able to see if people are truly searching the phrases you have chosen for your campaign. If you’re getting relevant search terms, but have some outliers that don’t make sense, be sure to add them to your negative keywords so those terms start becoming filter out.
To check your search terms go to the Search Terms button on your campaign page. You’ll then be brought to the list of searches that users have entered to be shown your ads. To add them as negative keywords just check the box next to the term and mark them as “Excluded.”
Poorly Written Ad Text
Though subjective, one of the biggest mistakes you can make is poorly written ad text. Now, this may be a subjective mistake.
Your ad text needs to be eye-catchy enough that it makes the user stop and read on and also fit into Google’s limits.
AdWords limits your first headline to 30 characters, so get creative here. Get all of the information that your audience NEEDS to know out there, but in a compelling manner.
Once you get your headline down you’ll be able to focus more on the persuasiveness of the rest of your ad (30 characters for an additional headline and 80 for the rest). Make sure it encourages your visitor to click and then convert once they reach that landing page.
Linking Ads to Any-Old Page on Your Website
When you’re creating ads, having designated landing and thank you pages not only allows for better tracking but helps improve conversions.
If you’re linking your ads to your homepage or anything other than a landing or thank you page, you have no idea which visitors came from your ads and which came from other sources. This can skew your results, giving you inaccurate performance metrics.
This also decreases your relevancy score and you end up paying a lot more than what you should have paid. Out of all Google Adwords mistakes, this controls your conversions directly and hence it is very important aspect to see.
To rectify the issue, always create a dedicated landing page and thank you page for your AdWords campaign. This will not only give you the pieces you need to track your campaign, but also allows for you to create unique content that goes directly with your ad content.
This will provide a streamlined user experience making visitors more likely to convert.
Not Knowing the Lifetime Value of Your Customer
If you’re unaware of the lifetime value of your customer, how can really budget your Google AdWords campaign? If you’re spending $5,000 on your campaign and only getting 2 conversions, how do you if are you making anything in return?
Determining your lifetime value will help you set a reasonable budget and have something to definitively tell you if you’re seeing ROI. You’ll be able to make sure you’re not wasting all of your money on Google AdWords, when you could be working on other techniques that are more worth your efforts.
To calculate your Customer Lifetime Value you need to determine a few things; average value of as sale, the number of repeat transactions, and the average lifespan of your customers. Once you have all of these numbers multiply them to get your Customer Lifetime Value!
If your average sales is $50 and the repeat transactions occur monthly and your customer sticks around for 2 years on average your Customer’s Lifetime Value would be…. $1,200!
Meaning if you only get 1 customer for your campaign you’d have to spend below $1,200 for it to be worth it.
Ignoring Ad Extensions
If you’re not using Ad Extensions you’re really missing out on some great opportunities to increase your conversions. Ad Extensions are add-ons that you can use to expand the type of activity people can take on your ad (rather than just text) and attract even more users to click on your end.
And there’s a wide variety available for you to use, depending on the goal you’re looking to reach.
For example, your audience may be more likely to call a phone number in an ad with the “Call Extensions,” or more inclined to click if they see positive reviews from past customers with the “Price Extensions.”
I recommend taking a look at your goals and the extensions that way help you achieve them.
Simply go to the Ad Extension page and “select your extensions based on your primary advertising goal,” The page event lists out some common goals and which extensions best go with those goals to make it easier.
Not Doing Research on Your Competitors
Do you know what your competitors are trying to rank for? Are they attempting to rank for the same keywords you are or have they found another gold mine? Maybe they’re even trying to rank for your brand? (more on that below)
You should already be keeping an eye on what your competitors are doing with your websites on social, and in most other aspects, so do the same in Google AdWords.
Tools like SEMRush, SpyFu, and What Runs Where give you an inside look into your competitors and see where they’re spending all of their ad money.
If they’ve done all the research and found out what works, you’re able to spend less on ad texting and more to beat out their bid.
Not Bidding on Your Own Brand
You may have a lot of faith in your organic search traffic, but when was the last time you googled your brand? Take a second, head to Google, and see if one of your competitors have started bidding on your brand. Who knows, you may not even appear on the first page. Do you want that to happen?
Bidding on your own brand as a keyword (even if you are ranking 1st organically) gives you the opportunity to make sure you stay first.
This is a mistake that isn’t hard or costly to fix.
Simply create a campaign just for your brand and start a low bid for the top spot. You’ll get some peace of mind knowing that you’ll be at the top no matter what.
Better Late Than Never for Google Adwords Mistakes
Come on! Don’t worry! Even if you have made these Google Adwords mistakes, you don’t need to panic. No one is perfect on the first try and luckily, we do have the cure for each of these mistakes, as mentioned in the article above.
All you need to do now is work on these mistakes and fix the issues. Don’t delay or you will continue to lose out on Money and Targeted traffic to the website.Make these quick fixes and start getting the most out of your AdWords account.
You can take the benefit of “Google Adwords Guide for Beginners” by clicking on the image below. This is a Step-by-Step Guide, written focusing on beginners and the problems they face while learning Google Adwords. With the help of this book, you will easily understand the concept of Google Adwords, run campaigns and optimize them for optimum performance.