Google AdWords is an online advertising platform that helps marketers (and businesses in general) reach their target audience easily and quickly. When a user goes on Google and searches for a certain keyword, like “web design,” for example, they will be presented with a list of searches related to the word they typed in. At the top and bottom of the search results page are the ads along with the organic results.
Google AdWords may seem pretty straightforward. But the truth is, it’s not. There are many factors that you need to consider before starting a new campaign like PPC advertising. In this article, we’re about to discuss the four must-avoid mistakes when launching a Google AdWords campaign. Let’s dive in!
- Not taking advantage of keyword match types.
What’s great about Google AdWords is that you get free rein on how to run your ads. You get to fully control which keywords will be used to match what people are searching for online, also known as keyword matching: broad match, broad match modifier, phrase match, exact match, and negative match. You have to use two or more of these match types to ensure that your keywords match what your target audience is likely to search online. Otherwise, you might be missing tons of potential leads.
- Skipping negative keywords.
Negative keywords aren’t really a bad thing. In fact, they can help you increase your Click Through Rate (CTR) for the ads you run because they can prevent your ads from displaying on irrelevant searches that you’ve identified. This is especially true if you’re going to use broad match keywords. To know which negative keywords to use, check out the search terms people were searching for when they clicked on your ads.
- Forgetting to use branded keywords.
A lot of marketers would advise against using branded keywords. But doing so is the most cost-effective way to gain traffic from Google Ads. Aside from that, it can increase your stake in the search results page by getting more traffic (from different locations and IP’s) and links to your website, increasing the number of people clicking through your ads and the overall click-through-rate (CTR).
In 2014, another huge search engine, Bing.com, conducted a study on branded keywords and found out that 31% of the clicks are incremental when a business (or company) displays ads along with an organic result. The more clicks your ads (as well as organic results) get, especially by users who were already looking for some information about your business, the higher your conversation rate will probably be.
- Using incorrect geographic targeting.
There are several geographic targeting options: zip code, a radius around your address from Google My Business, household income, a radius around a location, and airports and universities. Use the data you have gathered and then, determine the locations that give you the most clicks and overall conversions. Once you’ve maximized conversions for those locations, you can then expand your geographic target.
Get ahead of the competition by avoiding these must-avoid mistakes when launching a new Google AdWords campaign (as well when using other paid advertising platforms, like Click2sell.co, for example). Don’t forget to check your progress to improve your chances of success.