If you are one of the many companies (if not all) that want to send traffic to your website, you need to be aware. With the amount of noise present on the internet today, and more and more digital marketing campaigns exploding, putting your message in front of your target audience with paid ads is a powerful technique. With AdWords, everything is easier to present your approach.
Unfortunately, however, just because it is easy to open an Adwords account does not mean that it is easy to generate a positive return on investment using the service.
And if your campaigns are producing mediocre results, read the following mistakes that most companies make and that you may be making too:
1. TARGETING KEYWORDS TOO BROAD
Start your AdWords campaigns with groups of five to 10 long-tail keywords – preferably the ones you’ve identified as good from the data found in your Google Analytics or Google Webmaster Tools accounts. Expand your campaigns to the most comprehensive keywords only when you are able to prove a positive ROI with these queries.
2. PLACE TOO MANY KEYWORDS IN AN AD GROUP
In an ideal world, you create a unique page and PPC ad for each keyword you want, so that your user experience is as effective as possible. But, since no one has that much time, maintaining ad groups of just five to 10 keywords may be ideal for getting started, as mentioned above. Doing so will prevent you from forcing too many unrelated words and phrases to use the same ads and landing pages.
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3. SENDING TRAFFIC DIRECTLY TO YOUR HOME PAGE
Each visitor you hold through PPC ads should end up on a landing page that is designed to be as attractive and engaging as possible with your interests. If, instead, you simply let visitors fall on your homepage, you are making them put a lot of effort into finding the information they want, leading to higher bounce rates, lost conversion opportunities and expenses unnecessary with ads.
4. DOES NOT INCLUDE NEGATIVE KEYWORDS IN GOOGLE ADWORDS
Suppose you have a website that sells designer shoes for women. Depending on the type of strategy you use, your AdWords campaign for “shoes for women” may appear in phrases ranging from “designer shoes for women” to “cheap women’s shoes.”
Since each click costs money and visitors looking for “cheap women’s shoes” are unlikely to turn into buyers for you . You can add the negative keyword “-expensive” in your campaign to keep these setbacks from at a distance.
5. DOES NOT MEASURE ROI
If you’re running AdWords campaigns without any mechanism to determine which of your paid clicks are converting into customers, you’re certainly wasting money on poor quality traffic. Track conversions that enter your sales funnel from an AdWords click. Conversion tracking on your site requires you to first define your sales funnel and then install a tracking pixel in AdWords or set up Google Analytics goals on your site.
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