These common adwords mistakes can cost you lots of money, and run some of your leads right into your competitor’s arms.

Here are 7 common mistakes detrimental to your wallet, and your website.

1. Incorrect Keywords

Many small business owners think there’s no harm in having numerous keywords in their campaigns just to cover their bases, but this is incorrect logic. First of all, having too many non-performing keywords in your google adwords campaign can actually bring your overall campaign down, which in turn can lead to increased expenses to generate the same results.

Second of all, if you focus on only cherry-picking keywords that generate clicks but no conversions, you’re helping Google make a tidy sum off of you without helping yourself.

2. Not making your ad stand out

Before you implement your Google AdWords campaign, you must understand exactly what it is that makes your organization stand out from the competition. By identifying your unique products, services, or offerings, you’ll see clearly how you can rise above your competitors and zone in on the keywords or phrases that are unique to your business.

We’d recommend that you perform an analysis of your competition. Have a look and see what they’re doing, and which phrases they’re using. After you’ve conducted a competition analysis, and you understand what makes your products or services unique, you’ll be able to come up with a strategy that will topple your competitors.

3. No landing page

Unless you’ve purposely optimized and tested your landing pages, you are leaving money on the table. Landing pages need to be short and attention-getting with a strong offer and clear call to action.

How to fix it: Hiring a professional web design company to design PPC landing pages is worth the investment because the returns are exponential. Think of the long-term effect if you received just a 10 percent lift in your online leads. At its basic, your goal on your landing page must match that of the visitor. If you do that with a clear next step for them to take, you will be miles ahead of your competitors. Cut out the extra noise; make it easy and clear what you want the visitor to do, and you will see better results.

4. Not having Geo-targeting

You may be only targeting your ads to the Phoenix metro area, but did you know that Google will also show your ads to consumers in China? By default Google will show your ads to people searching for or viewing pages about your targeted area, even if they are not located in the city that you are targeting.

How to fix it: In the location settings, you will need to manually exclude the areas in which you do not want your ads to show. This will prevent anyone in Nigeria, for example, who searches “phoenix granite countertops” from seeing your ad. To be even more limited, change the advanced location options to only target ‘people in my targeted location.’ This setting won’t target people in Canada, for example, who are looking for fabricators in Phoenix.

5. Not Implementing Conversion Tracking

Without conversion tracking, you probably don’t have a clear sense of which keywords are generating desired actions for campaign success. Google provides conversion tracking code for free.

6. Not Tying Your Conversion Tracking Into Your Google Analytics

Speaking of free, Google Analytics is one of the most powerful marketing tools out there, and it too is free. As a bonus, if you connect your AdWords conversion tracking to your Google Analytics, you can see all kinds of data your Google AdWords campaign is generating.

7. Creating Single Ad Groups | Google AdWords Campaign

If you categorize ads that target related keywords into a common AdWords ad group, you’ll establish a high level of control over your entire Google AdWords campaign.

Let’s image that you own a sporting goods store. You might start by grouping all the ads you’d targeted towards hockey skates into a single ad group. You’d then create another ad-group which would contain ads that targeted hockey sticks, another that contained ads for hockey gloves, and so on.

Organizing your ad group structure in this manner gives you the ability to create in-depth reports on each ad-group, and to make real changes that have a significant impact on those ads’ performance over time.

 
by Britt Dolleren | Multimedia Designer for Dolleren Designs