The idea of Google Adwords campaigns is simple: the more money you spent on it, the more you get in return. At least that’s how it should work. More clicks bring more visitors to your website, that results in getting more customers, selling more products and services.
Unfortunately, in many cases, it does not work that way. The fact that it is so easy to open up an Adwords account, does not mean it is easy to generate a positive ROI. Unless you have lot’s of money to donate to Google, check out the few points below where we list the most common errors made while running Adwords campaigns. React fast to fix them, or let us know if you need any help.
Focusing on the wrong Keywords
Choosing the broad keywords is not necessarily the best strategy especially if your budget is tight. You should be very specific with your keywords. Better to test more targeted keywords and adjust depending on the results.
Not working on accounts
Even the best thought campaigns have to be revised and check on a REGULAR basis. Setting up the account without monitoring it at least few times a month means losing your money. Finding the time to check it once a week as optimising is a MUST for running an effective campaign.
Not setting up the goals first
You should know what are you trying to achieve while spending money on your Adwords campaign. Set up not only a short but also a long-term goal. You need to know what you want to do with all the potential customers that are getting to your website trough paid campaigns. Only after you have the strategy well defined, you Adwords decision are easy as the goals will determine what are your expectations.
Not bidding on your brand
A value of your brand is important. Customers tend to pay more if the name of the company is known to them and it brings pleasant associations in their minds. Bid on your brand to promote your business, especially that the brand keywords are affordable (in most cases). This will help you not only to strengthen it, prevent your competitors from hacking it but also you make sure you are on the top of the search for your brand, along with the organic one, that gives you two links, which is always better than one.
Not measuring the return on investment
You are investing money, so you need to know if it’s worth it. Measuring if your paid clicks are converting into customers is crucial if you want to avoid wasting money on poor quality traffic. Installing the tracking pixel or using Google Analytics helps you to understand the conversion tracking and gives you clear answer if your campaigns are paying off.
Not including negative keywords
In this business, every click costs you money. You don’t want people to click on your ad if you are offering paid online course after they search ‘free online course’, right? This is not your targeted audience. Excluding the word ‘free’ in this case, saves you money.
AdWords can be a tricky business. It seems so ease. Just set up your account, enter some keywords, give out your credit card number to google and then, generate the profit out of it. If you are reading this article, you probably know already that the reality is a bit different.
It is a powerful tool that gives you lots of opportunities, but it is also demanding to control. Setting up the campaign is the easy part, running it so it brings you ROI is the hard one. Use the tips we prepared for you and let us know immediately if you need some help.