Most Common Money Losing AdWord Errors
The top search engine rankings come from proper research and analysis. Rankings are only part of the game. You need people to take action and convert to an event. That’s the ultimate secret to online SEO success.
In our daily interaction with search engine marketing clients, we see the bad habits that businesses and individuals continually repeat.
We see a very high percentage of website owners with little to no understanding of how to build a search engine-friendly site. With pay per click, specifically Google AdWords is another level of losing money when not properly understood, managed and optimized.
To educate yourself further on how not to make AdWords errors, the time you can spend at the Google AdWords Learning Center is worth it.
Learn from these websites:
They contain additional tips, as well as real-world comments from professionals and others in the field.
Become familiar with AdWords then you will be ready to set up a campaign, avoid these most common money losing AdWords errors.
AdWord Errors from not turning off the content network
When first setting up a campaign, turn off the content network. This option is “on” by default, and you’re lucky if it works for you in the first run. It’s a form of contextual advertising and tries to position your ads on sites like About.com, The New York Times, Food Network and others. You typically will see high impressions in your system, but often low CTR–click-through-rates, as determined by impressions to clicks–and low-quality clicks. These aren’t serious buyers; they’re wasting your dollars and time.
AdWord Errors by using too many keywords
When creating new campaigns and ad groups, many people begin by entering every keyword under the sun. Don’t.
Targeting is key: think about your niche and the categories within it. You can use tools like the Wordtracker Free Suggestion Tool to determine which keywords to begin with. Then, when you have a list together, refer to tip No. 6 below.
AdWord Errors from ignoring the competition
Analyze your competitors. One way is to use the Google Keyword Tool. Select “site-related keywords” and enter the competitor’s website to pull keyword groups from their pages. Also, check their sites for an overall impression and for content. Do some more digging at SpyFu.com to find more on rankings and competitive PPC spending. Look at the search results pages after entering their top keywords in Google, review their ads, think about text and prepare for tip # 4.
AdWord Errors from not including keywords in the ad text
Use keywords in the title of the ad, but also in the ad copy. So many ad copywriters forget to include the keyword phrase in the actual body of the ad text. Write clearly and provide relevant content for both users and the Google AdBot. Create a matching, relevant landing page to satisfy users and obtain a higher Google Quality Score.
AdWord Errors from sending visitors to your homepage
Most PPC accounts we come across send traffic and visitors to their homepage. But there’s simply too much information there, and visitors may leave your site. Understand that narrow-casting is better than broad-casting.
AdWord Errors from using too many broad keywords
Creating ad campaigns and ad groups with tightly matched keywords is necessary, but most folks don’t do it. You should place only a few keywords into each ad group and add more groups to accommodate new “themed” keywords. Google maxes out at 100 ad groups per account.
AdWord Errors from using broad match
When you set up Google AdWords for the first time and input a keyword, the default type is broad match. While broad match can work for you, we always recommend using phrase and exact match types to start and track the performance from there. AdWords also has a negative match type, which is overlooked most of the time. Examples of match types are:
Broad: leather jacket (any order, any word, not as targeted, more clicks)
Phrase: “leather jacket” (this order, words before and after, more targeted, OK clicks)
Exact: [leather jacket] (this order, no other words, highly targeted, least clicks)
Negative: – pink (this would not show ads for “pink leather jacket”)
Yahoo! Search Marketing includes match types as well. Make sure you understand them and where they’re different. Begin with the standard match type, which is not the default.
AdWord Errors from using the default “optimize” option
The default setup for AdWords is to let Google “optimize” your ads for you. It’s better to select the “rotate” option, so you can test your ad performance in a much cleaner manner.
AdWord Errors from not tracking ads and keywords
If keywords and ads aren’t performing, you’re wasting money. You can use the free Google Analytics tool to help you track activity. Keywords should also be tested and tracked with misspellings, plurals and stemming (-ing) options.
AdWord Errors from not properly testing ads
A/B testing has been around in the advertising world for decades, and the concept is the same online. Write at least two ads within an ad group, and AdWords will rotate them automatically for you. This reveals the winning ads based on performance. As you continue, pause the loser and write a new and better one; try to outperform the winner again. Let the ad run for a while to get some trending data.
AdWord Errors from not applying the “conversion code”
The Perfect Google AdWords Model
This is how to set up a high performing ad campaign.
Set up campaigns using keywords + geo (geographic) targets; content network turned off.
Set up campaigns using keywords + geo targets using Google’s own internal selections (regions, territories); content network turned off.
Set up a separate, content network only (Google Search/Network is not checked). Only do this after you have tested the first two items for performance.
Create a new “placement targeted campaign” and use “section targeting” to avoid exposing your ads to “run of site” matching. When you research your keywords, find the top searched phrases and type them into Google. Click on each of the top resulting five to eight listings, and check to see if they have Google ads. If they do, use placement and section targeting to drive traffic with a highly targeted, cost-savings approach.
Create “exact” and “phrase” campaigns to start, and create ad groups with one to four keywords, tightly matched.
Create two ads within each group.
Show ads more evenly (campaign settings) and select “rotate” option.
Google is the most advanced, most used search engine, and the AdWords advertising platform, can generate business for you. The company also has expanded into audio, print, mobile and pay-per-action models. However, make sure to test for performance before scaling out to these additional services. If you’re into advanced landing page testing, you can try the new Website Optimizer (video) options, which use advanced page and elements optimization.
States Technology Labs Online marketing team is an authority on the subject of search engine optimization (SEO), and search engine marketing (SEM), and has more than 10 years developing websites and marketing solutions. consults and implements these essential steps for clients as well as many other steps for the highest focused traffic driving possible today. Contact States Technology Labs today and begin receiving everything you’ll ever need about search engine optimization (SEO), and search engine marketing (SEM).