Avoid these 5 Pitfalls with Your Adword Campaigns
Posted by RevenueGal on
May 13, 2008
Avoid These Five Pitfalls with Your Adwords Campaigns
Considering advertising online with Google Adwords but afraid of depleting your marketing fund? Webmasters who are new to internet marketing can be assured of a more successful campaign by avoiding these common mistakes:
• Bidding too high on cost per click (CPC) for either content or search engine advertising. Doing the research first will save Adwords users a great deal of money and ensure that they stay within their budget. A search of keyword CPC will bring up websites that list rates being paid, which can serve as a guide in determining the initial bid.
• Creating only one ad campaign or failing to monitor ad performance. It is important to create several types of ads, each one worded differently, to determine the most effective campaign. Likewise, it is imperative to measure the performance of ads. Two tools are available to Adwords users: conversion tracking and Google Analytics. These allow the user to measure actions taken by viewers so that campaigns can be adjusted to maximize response.
• Using words like “free” simply to increase the number of clicks. While this will initially drive traffic, it will not lead to higher conversion rates. More effective would be to focus on targeted keywords. This attracts a more concentrated number of people who are more likely to want what the webmaster has to offer.
• Adding too many keywords. Casting a wide net is not always the best way to proceed. Focus on choosing the most relevant keywords in order to reach the target market. Google automatically matches ads to websites based on the advertiser’s list of keywords and the number of keywords appearing on the site. The closer the match, the better the advertiser’s ROI.
For help choosing keywords, advertisers can make use of the Adwords support area. Google suggests thinking as the customer would when doing a search. Words that are too broad and general are less likely to be effective. Rather, keep them focused and specific.
• Directing traffic solely to the advertiser’s homepage. This is a big mistake. The landing page should be the one that allows visitors to immediately find the information offered. This means it must closely match the wording of the ad. For example, an ad for slippers should link directly to the advertiser’s page showing slippers. If visitors are routed to the home page and have to search for the promised information, chances are good that they’ll get distracted before making the purchase, or simply feel irritated and click away altogether.
