Adwords management is a constantly changing entity; just when you think you’ve mastered it, some new technique pops up. While it’s good to stay on your toes, constant updates with SEO practices can leave room for complacency, mistakes and misconceptions regarding the best Adwords practices. Below, we list three common AdWords mistakes companies often make, and how to avoid them.
More keywords=more clicks=more money. Right? Er, no. The truth is you’re better off choosing and creating your keywords based on your intended audience; keeping it to the point rather than casting a wider net.
For example, let’s pretend I own an Indian Restaurant in Kangaroo Point, Brisbane, and I want to run an ad that draws local foodies in to try my new menu. In this case, the best way forward would be to select specific keywords, such as: “Indian food Kangaroo Point”. Sure, I could begin madly adding every type of popular keyword (such as “food in Brisbane”), but I’d simply be wasting money on people who weren’t specifically looking for Indian food. Remember: you don’t want all of the people, you want the right people. As a general rule of thumb, use around 10-15 keywords for each ad group, keeping in mind that single keyword ad groups (SKAGs) are also very effective.
While it is certainly wise to run more than one ad at once, having too many within a single ad group can prove inefficient and feel bulky. This is because, if you’re running more than four or five variants within one ad group, it then becomes difficult to determine which ones work and which ones don’t. Start by playing around with three or so, and then replace the worst performing ad with a new variant. This ensures your campaign continues to improve steadily.
Many companies think it’s alright to simply link an ad to their home page, but if you’re advertising a specific deal or product and your ad lands on your homepage, you’ll lose people right away. Instead, you’re best off creating custom landing pages that relate to the ad’s offer; ones that have the same look and feel as your site.
However, you don’t have to create hundreds of new landing pages! Depending on your ads, you can create just one new page with dynamic text—allowing you to alter headlines and keep it relevant to the original ad.
Don’t feel discouraged if you’ve made any of these mistakes; learn from these tips, remedy your errors, and move on. There are more things to keep in mind when it comes to your Adwords, such as negative keywords and ad extensions, but begin by rectifying these first. If you need any assistance, our expert Adwords team at GMT are only a call away on 1300 332 256!