If you’re new to Google Ads (Formally known as AdWords) or want a refresher on best practices for using this advertising platform, it pays to do the proper legwork before proceeding. It sounds unfortunate but there are some common mistakes that advertisers make when using AdWords that will eventually cost them money.
Read on for details about the top four Adwords mistakes and how to avoid them in the future. That is, if you plan to continue using AdWords as part of your brand’s overall marketing strategy.
Mistake 1: Not Using the Right Keywords
The first thing to do is ensure you’re using the right keywords in your campaigns. When choosing keywords, you have to think about the searcher’s intent. You want to ensure that your keywords capture the intent of your audience. If you’re unsure what to look for, you can start by looking at your website and blog.
In addition to this, using a tool like Google’s Keyword Planner will show you how many people search for certain keywords on the search engine and which are the best to use in your campaigns.
Mistake 2: Setting Incorrect Bid Amounts
The next thing to do is set the correct bid amounts for each of your keywords. You want to ensure that your bid amounts are high enough to get your ads above the organic search results, but not so high that you’ll end up overspending on each click.
One way to do this is by setting a maximum cost-per-click (CPC) amount. You can set a CPC equal to the maximum amount you are willing to spend per click. You can also look at the average cost-per-click (avg. CPC) for your keywords and ensure your bid amounts are slightly lower than that.
Mistake 3: Ignoring AdWords Audience Research
Next up is ignoring AdWords audience research. It’s easy to focus on the numbers and the figures and forget about the human side of things. But those numbers and figures are actually representative of people. They’re potential customers who are searching for products and services like yours.
As you learn about your target audience, remember that everyone is different. People have different needs and different ways of expressing those needs. And it pays to consider how people approach products and services from different angles.
Mistake 4: Confusing Ads and Landing Pages
Finally, let’s talk about confusing ads and landing pages. This is related to ignoring audience research. When creating an ad, it’s important to have a clear idea of what you’re trying to get across to the reader.
With that, you will end up confusing people if your ad and your landing page don’t match. As a consequence, they are less likely to click on your ads and buy from you. You don’t want to confuse people with your ads, indeed. Conversely, you also don’t want to be so focused on connecting with your readers that you leave out important information about your products and services.
Avoiding Google AdWords Mistakes
Needless to say, it is relatively easy to become overwhelmed when using the Google Ads platform. More so if you constantly have a plethora of other business decisions to make on a daily basis.
These common mistakes are just scratching the surface, though. To ensure your funds are making the greatest impact on your Google AdWords campaign, it is wise to work with a trusted SEO agency that has hands-on experience with the Google Ads platform since its launch.
Once you forge a partnership with one, get your AdWords campaign set up to start reaching new customers. While it may seem like a trial and error to optimise the ad campaign, your effort will be well worth it in the end once you see how the platform converts audience interest into tangible sales conversions.
(Photo by Myriam Jessier on Unsplash)