Every digital marketer now knows pretty well that Google AdWords is a sure-fire way to increase traffic to websites. But marketers are yet to learn all the nuances of a Google AdWords campaign. Often, the campaign turns out to be expensive and the Return on Investment (RoI) not all that great. This occurs when marketers are not well-versed with what AdWords entails and make common but costly mistakes while using them.
By being aware of common mistakes one does, marketers can ensure they steer clear of such and thus manage the AdWords campaign more successfully.
Let us look at a few such common mistakes.
- Tone down your expectations - Often, marketers have tiny budgets for AdWords but expect the moon and the stars. Campaigns cannot take off at the word go -- they need time, patience and money. So when using AdWords it is important to start out with a significant budget, give some time to the campaign for it to gain traction and in the meantime, try to figure out all the nuances of AdWords so that you can get the highest returns for your investment.
- Know your competition - To be able to use AdWords effectively, you must know what your competitors are using -- which keywords do they favour, how their landing page looks like etc. Basically, you must understand your competition. Only then can you imagine yourself as a customer and see which ad you are likely to click on -- thus, tweaking it from there.
- Use the correct keyword match -
Keyword matches help you organise your bid according to various search terms. AdWords allows you to use either a
1. Broad match
2. Phrase match or
3. Exact match
Evidently, the type of match you employ will make a big difference to the quality and quantity of your impressions. Do remember that exact matches often results in conversions but they might also mean fewer impressions. So it is up to you, depending on your brand and marketing campaign, to decide which match suits your business best.
Always test the optimal ad position - Sometimes being in the third or fourth ad position will work better than occupying the first two ad positions. This is because, often customers' eye movement, hand positioning etc., decide the clicks. Because of such variable factors, it is always recommended to test out your ad position by either raising or lowering your bid.
Use negative keywords - AdWords allows you to use negative keywords for you to be able to exclude words that do not match with your product. Many ignore this aspect and pay heavily for their negligence. To know which negative keywords you can use, you need to dig through your Google Analytics and look at phrases that are not converting and understand which phrases people are specifically searching for.
Bid on your brand - Many do not bid on their own brand assuming that since they already rank their own brand, they do not need to advertise any further. But if you do not advertise for your brand, your competitor might do it -- they might use your brand name and target your visitors. Which is why it makes sense to big the highest for your brand as you have to make sure that your brand is at the very top.
With these tips in mind, it is possible to avoid some common blunders and ensure that your AdWords campaign is successful.