Online advertising is growing like never before and in two short years it might even overtake TV ad spending. At the forefront of this rise is Google AdWords.
Lauded by many as a great way to drive traffic to your website, Google AdWords has the potential to make a positive and negative impact on your company’s bottom line. If executed correctly, a Google AdWords campaign can increase sales and pile up conversions. But if you don’t know what you’re doing, it could drain your marketing budget in just months.
Don’t believe me? Take a look at this story about an entrepreneur who burned through $20,000 of Google AdWords campaigns in return for $500 in sales.
Now, you may be a bit hesitant about diving into Google AdWords. I don’t blame you. It is challenging, but make no doubt about it, the results can be substantial.
Avoid these three common mistakes to make sure your Google AdWords campaign doesn’t leave you empty handed:
1. Failing to Use Negative Keywords
Google AdWords allows you to choose negative keywords, which are keywords that are not descriptive of your product or service or related to it in some way.
For example, if you sell dress shoes for men, you won’t want your ad appearing in a search for “men’s basketball shoes.” Listing “basketball” as a negative keyword will ensure you aren’t targeting people searching for basketball shoes vs. dress shoes.
With Google AdWords you pay each time a person clicks on your ad. Negative keywords are an effective way to increase the chance that the person clicking on your ad might actually buy your product.
If you’re not sure what keywords you want to avoid, do a quick Google search of primary keywords you are using. The search results will tell you what Google deems to be relevant for those keywords. If you see a bunch of links with keywords that have nothing to do with your business, add them to your negative keyword list.
2. Failing to Customize Ads
Ad groups within Google AdWords allow you to segment ads into groups that are made up of similar keywords. This helps to make sure you don’t stuff all of your keywords into one ad group and end up showing everyone the same ad, regardless of what they searched for.
By creating multiple ad groups with about 20 keywords in each, you can optimize your ad to match a keyword much more easily. Now someone searching for a specific product can be shown an ad that directly describes that product instead of your business as a whole or perhaps your entire product line.
The goal is to closely match the title and copy in each ad with the actual keywords searched by each person. If you can show them you offer a solution to their problem, chances are they will click on the ad.
3. Writing Confusing Copy
You will only have someone’s attention for a second or two if you’re lucky. Don’t overcomplicate your ad. There is nothing more frustrating than pouring money into a Google AdWords campaign only to see it fail because of a poorly written ad.
When writing copy for an ad, remember to:
- Have a clear Call-To-Action
- Highlight your USP
- Link to a relevant landing page
- Include 2-3 keywords
- Monitor, evaluate, and adapt
Think You’re Ready?
Are you ready to put these tips into action? Comment below and let me know how your Google AdWords campaign is coming along. I’d be happy to help you in any way I can.