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Sam Fields
12/30/2015

Common AdWords Faux Pas – Don’t Get Caught Out!

Do these emotions/actions/ feelings sound familiar in the anticipation of your first AdWords Campaign; ‘electrified’, ‘fast and shallow breathing’, ‘excitement’? It seems straight-forward; easy even, but fast-forward a few weeks and you have noticed no difference in leads let alone sales. You begin thinking that maybe you’ve missed something, that maybe the simplicity of setting up a campaign belies the complexity of the entire system.

I have built my share of AdWords accounts. What’s more, is that I have discussed at length with my clients as to what they were hoping to achieve when they set up their AdWords account and the frustration they encountered when it didn’t work as they had hoped. Almost invariably there are five common mistakes that I find in each campaign that can be fixed with relative ease.

Oops

  1. Taking Google’s Suggestions as Gospel

This is an overarching point in relation to AdWords as Google will provide notifications in the AdWords account throughout the life of the campaign. These can include budget ideas, keyword ideas, bidding strategy, etc.

Now, I love Google. It provides me with the world’s information at my immediate disposal as well as the opportunity for employment in a fast paced and interesting field. However, I am a realist. I understand that the corporate entity that is Google needs to make money in order to ensure that it can continue to provide and improve on the services that I love.

Let me be clear, Google actually wants you to succeed! If you are successful on Google AdWords, then you will remain a customer of Google AdWords and continue spending money because you are making money. This is why they provide a range of free services that allow you to track results, such as Google Analytics and Conversion Tracking.

Tracking results is absolutely imperative, so that when Google suggests that doubling your budget will mean twice as many clicks you have the confidence that an increase in clicks is highly likely to result in an increase in conversions/ leads/ sales.

Evidence based faith.

  1. One Ad for Many Different Services

AdWords likes relevancy. The more relevant your ad to the searcher’s query, the higher your Adrank and more importantly the more likely you are to be clicked on by the searcher. Think of Adgroups as the theme of your service, tailor the keywords in the adgroups to the theme of the ads and direct those ads to a page on your website that is in keeping with that theme.

3.  Keywords/Negative Keywords

Google will suggest tens, even hundreds of keywords for your initial campaign. It is common for people to add them all thinking that this will mean more traffic. In many cases it does mean more traffic, but the goal of AdWords is not to gain more traffic, it is to gain highly relevant traffic. Google also provides tools within the AdWords system to assist in making your keywords highly targeted, such as Broad Match Modified, Phrase Match and Exact Match keywords.

Often clients will be gung ho in adding keywords they think are relevant to their business as Broad Match keywords. They will add anything, including the city in which they operate as a stand-alone keyword. Imagine triggering every time someone types in the word Sydney!

GMT Blog image 30.12.15

  1. Low Budget and Low Bids

Many people are looking for immediate returns on AdWords, expecting that their ad that is triggering when someone types in SYDNEY Harbour Bridge will somehow net them customers buying LCD Televisions. We need to be realistic.

Some will look at their wallet and think that if they set their Maximum Cost Per Click at twenty cents, then they will be able to get at least 25 clicks out of a five dollar a day budget and the maths holds up. I know because I counted it out on my fingers! But what is 20 cents a click giving you? I’m going out on a limb, depending on industry and saying it will show you in one of the last two positions, if at all. Those in the last positions are unlikely to get clicks, meaning your $5 budget is not being spent at the same time as nobody is seeing your ads and thus no one is buying your product/ service.

You must look at AdWords as a long term strategy. You must work out the highest viable budget per day that you can sustain for at least two months. You know that you must spend money to make money, so be prepared to spend money on your AdWords as it will set you up in the future.

Look at Cost Per Conversion rather than Cost Per Click. 10% of something is better than 100% of nothing. Find the right AdWords position, the converting Keywords, the best day/ time of day to show your ads. The investment period is the Optimisation period and it is very likely that once you have your campaign optimised you will make good on your own investment.

  1. Searching for your ad on Google

Do not search for your ads on Google. There are many reasons why you shouldn’t and I won’t bore you with them unless you are a client of mine that insists on searching for themselves on Google. Suffice to say it messes with the data, tells Google your ads aren’t relevant and eventually Google will just stop showing you the ad as it is a dynamic search engine.

There’s a tool in the AdWords system under Tools at the top of the page called Ad Preview And Diagnosis, use that! It will give you the information you need to make adjustments without telling Google your ad is irrelevant!

Use this information wisely, AdWordsian. Should you require professional assistance to further optimise your campaign(s), please don’t hesitate to contact the team at Get More Traffic on 1300 332 256.

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31/05/2022

The Ultimate EOFY Checklist For Your Small Business

Unless you’ve been living under a rock, you know the end of the financial year is approaching. That means it’s probably time to get your social media marketing in order. But if you really want the end the financial year on a high note, there are some things you’re going to want to do. Below is our ultimate EOFY checklist for small businesses, guaranteed to help you end the financial year with a bang!

Get More Traffic’s Top 10 EOFY Tips

At GMT, we’re helping you get ready for the EOFY. That said, here is a checklist to help make the preparation just that much simpler. 

Review And Coordinate Your Accounts

Do you have any outstanding debts or vice versa? Say you’ve paid for Google Ads in Australia but your account is overdue or maybe you’ve provided a service to someone else who now owes you. Use this period to get on top of what you’ve paid to others and what they’ve paid you. You’ll want to make sure you pay vendors any money owed as well. Sorting all this out means you won’t have to worry about it being taxed next year. 

Keep Records And Back Up Your Data

You’ve heard the term, ‘I’ve got receipts’, and well there’s no hard evidence like proof of purchase. Additionally, we recommend backing up any crucial files or data onto a hard drive independent of your computer. You know, for safe measure. Trust us, if systems fail you’re going to thank yourself for being so proactive. 

Review Your Insurance

While you’re at it, you might as well review your insurance policies for any updates. Doing so will allow you to determine if you’re still on a package that’s right for you and your business. It’s also a great opportunity to update your insurer on any change in circumstance. 

Conduct An Audit

Count and recount your inventory so you know exactly what you have and what you need. Doing so will allow you to match what’s on paper with what’s on hand. 

Use Your Calendar

Planning is key so make a note of all your upcoming due dates, including by when you need to lodge your tax returns. 

Lodge Your Taxes

In Australia, the ATO expects you to lodge your taxes on or before October 31st so we recommend getting ready early. Organise your expenses and other tax deductions so you can have your return ready for submission sooner rather than later.

Rectify Bookkeeping Errors

With the financial year ending, you’ll want a fresh start going into the new year. We recommend going through your bookkeeping and identifying any transaction errors on your bank accounts and credit card statements.

Implement And Update Management Software

Management software makes keeping track of your inventory, finances, and other business assets easy. While we also encourage you to check all of these things manually during this time, implementing and updating your management software will save you time and resources in the long run. 

Prepare Financial Reports

Running financial reports helps point out where your business rests financially. Additionally, they’re fantastic for helping businesses outline and plan their budgeting. There are three financial reports you’re going to want to run this financial year and every subsequent year after. They are:

Balance sheet
Cash flow sheet 
Profit-and-Loss (P&L) statement

Prepare For The New Year

If you’re reading this checklist, you likely want to get on top of everything before the new financial year rolls around. By doing so, you’ll be able to figure out how your company performed over the past year and make an action plan for the future. Take a look at what worked and what didn’t and look for areas in which you can improve. Set goals and establish timelines to help you stay on track. 

Make The Most Out Of Your Social Media Marketing With The Specialists At Get More Traffic

Is your website a highway at peak hour? Because boy, you’ll be getting a lot of traffic with the help of our digital marketing experts. One of the leading digital marketing agencies in Brisbane, we’re passionate about helping businesses all over Australia harness the power of social media marketing to take their bookings to the next level. So, if you’re ready to give traffic to your website the green light and learn more about marketing, contact the team at Get More Traffic today!

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25/05/2022

How to Start Planning Your Best Financial Year Ever!

The end of the financial year is fast approaching and many businesses are scrambling to create some last-minute campaigns to increase their revenue.

However, just as important as the end of the financial year, is the beginning of a new one. While it’s always good to finish strong, it’s also important to ‌get a good head start against the competition. This means having a plan already set in place to help you jumpstart and launch your way towards success.

For that reason, we’ve put together a couple of tips on how you can get started planning the new financial year with your team and organisation.

1. Review Your Existing Business and Marketing Plan

The start of a new financial year is always a good time to review your current business and marketing plans in order for you to create a sound strategy moving forward.

As you review your business plan, make sure that it includes the following:

  • Your mission and vision statements
  • What products, packages, and services you’re currently offering
  • Your company structure, including the key staff and leaders
  • An overview of how you plan to make sales
  • A map of your basic customer journey

This quick review of your company’s basics and foundations should help remind and refresh you of the general overview of who you’re serving and what problems your business solves. 

This quick refresher should also help you reexamine and reevaluate your current goals, plans, and offerings and whether you’ve met and accomplished them, and what you’re plans might be moving forward.

 

2. Review the Past Year and Your Current Status

Before you can set a path for where you want to go, you first have to look back and see how far you’ve come.

Do a review and an executive summary of the past financial year. What goals were established? Which goals were achieved? Are there any areas in your business that you could improve on? This would be the perfect time to get feedback and suggestions from leaders and managers.

Take a day or two to meet with your staff and stakeholders to discuss the following points:

  • A SWOT analysis (strengths, weaknesses, opportunities, and threats)
  • Does your current organisational structure need to change to better suit the organisation’s needs?
  • Are you setting the right KPIs for your workforce?
  • How have sales performed in the past year? What milestones were achieved?
  • Competitor analysis–what areas are they succeeding in and how can you match their growth?
  • Are there any plans set in place for unforeseeable challenges?

It will take some time to gather all this data and information, and much more to discuss them amongst your leaders. But achieving a good and thorough understanding of how your business has performed over the past 12 months will help you ‌move forward with setting the right goals for growth.

 

3. Decide on Your Future Goals and Targets

Now that you know where you’re coming from, it’s time to set your sights on the path ahead. 

Think about what projects, campaigns, and goals you want to accomplish in the next 12 months. Do you want to further increase revenue or sales? Is your goal to pay off any business debt? Are you looking to expand, launch new products or projects, or pivot in a different direction?

Take ample enough time to flesh out your goals for your business. Be specific. Set deadlines and timeframes so that things continue to move forward, and clearly communicate these goals throughout your organisation.

 

4. Create a Plan to Bridge that Gap Between Your Current State and Your Future Goals

Now comes the part where you have to work at bridging the gap between hope and reality. After all, every journey begins with a single step.

To achieve that, you need to do the following:

  • Breakdown each of your goals into several milestones.
  • Set deadlines for each milestone
  • Assign a leader or manager to oversee the accomplishment of each goal
  • Lay out the tasks that need to be accomplished in order for those goals to be achieved.
  • Set KPIs for each of the teams involved

When working on a strategic plan, always involve the key stakeholders to help provide proper feedback and guidance on the best path that you can take. The better you’re able to break down the steps necessary to accomplish your goals, the better. Start with the end in mind, and work backwards to determine how you can get from A to B.

In implementing that plan, however, sometimes you need an excellent partner to help you execute and achieve your goals.

Don’t worry! Because with the help of our digital marketing experts here at Get More Traffic, we can help you achieve many of your business goals for the new financial year through proven expert digital marketing strategies.

We’re passionate about helping businesses all over Australia harness the power of digital marketing to take their sales to the next level. If you’re ready to give traffic to your website the green light and learn how to increase sales and engagement through an always-on marketing strategy, contact the team at Get More Traffic today!

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