January 18, 2017 | Kyle Witeck
If you are inexperienced or new to AdWords, it is extremely easy to make multiple different Adwords mistakes that will cost you. So, what are some of these mistakes & how can they be avoided?
1. Adding Too Many Keywords Into A Single Ad Group:
This a very common mistake that newbies can make when managing their own AdWords Campaign. Think of an Ad Group as a themed section for an Ad. One basic key to online advertising is relevancy. If you’re adding too many keywords to an Ad Group, the Ad may not have much relevancy.
For Example: let’s say that the owner of a clothing website is running their own AdWords Campaign. Upon set up he thinks of all the keywords that are relevant to his website; men’s clothes, women’s clothes, men’s t shirt, women’s pajamas, etc.
This person adds all of these keywords into the same Ad Group, expecting amazing results. After all, they are all relevant to his site, right?
This is a very easy mistake to fall into. Although these keywords may be relevant to his entire website as a whole, will they all be relevant to the same Ad? The answer of course, is no. With only so much room to write on an Ad Copy, one would simply never be able to fit all of these keywords into an add with it still be effective and relevant to the user.
The correct way to go about this is to set up themed Ad Groups: Men’s t shirts, women’s tank tops, girl’s pajamas, men’s boxers, etc. You could even get a little more themed by making ad groups for an even more specified group such as; men’s blue t shirts, women’s pink robes, men’s blue jeans, etc.
Always remember, relevancy is one of the golden tickets to AdWords.
As a reminder, if you’re new to Business, it is always smarter to bid on long tail keywords. They cost less most of the time and a lot of the time are not overrun by other Businesses Ads that have been in the industry much longer than you have. Bidding against your competitors is tough. Be sure to bid on the right keywords and track the data to ensure that they are contributing to raising your ROI (Return On Investment.)
2. Not Implementing Negative Keywords Into Your Campaign / Ad Groups:
If you neglect to do this step you will probably be paying for insignificant traffic & clicks. Negative keywords are as important as your Keywords themselves. When you first create your AdWord’s Campaign, you should always sit down & make a running list of all the words that you can think or / find that RELATE to your keywords, BUT are being typed in from users that are insignificant to your product/service.
For Example: Betty runs a campaign for an online kitchen appliance store. She adds phrase match keywords like “kitchen appliances” to her Ad Group. After a couple of days of running her Ad, she looks into the Search Terms Report Tab, only to find that someone has found and clicked her Ad from irreverent keywords: “fix kitchen appliance.” The person who has typed these Keywords in and clicked on her Ad was not looking to Buy Kitchen Appliances, but was expecting to find a repair guide or a video list perhaps, on – how to fix kitchen appliances. –
Now, I know what you’re thinking. How am I supposed to think of / find every single irrelevant word for my Campaign? The answer is simple. You won’t. Data analysis of the Search Terms Report is the only true way to find all of the Negative Keywords that you will eventually add into your Negative Keywords List. So be sure to check it weekly, or even daily if possible.
Spending money on irrelevant traffic is a huge mistake made on many AdWords Campaigns. Negative Keywords are a great way to protect your pocket book!
3. Implementing Broad Match Keywords:
This is a huge mistake that happens a lot in AdWords and Bing. Broad Match Keywords can make your AdWords Campaign go from a Gold Mine to a Money Pitt. If you do not have every single negative keyword in existence added to your Campaign / Ad Group (which is pretty much impossible,) then you will be paying for insignificant traffic and clicks. Broad Match Keywords are defined by a couple of things. They allow for your Ads to show up for synonyms and other close variants of your keyword.
This will no doubt allow your Ads impression rate to raise, but is this a good thing? The answer is almost always no. Your CTR (Click Through Rate) will more than likely significantly drop, thus making your CPC (Cost Per Click) raise.
Think twice before adding Broad Match Keywords to your campaign. Especially single broad match keywords.
Some AdWords Experts have found ways to use broad match effectively in their Campaigns. To read more on this please visit this link.
4. Failing To Measure Your ROI:
Getting caught up in the Advertising Game can be a handful. Another easy mistake to make on AdWords (and Bing or any other PPC service for that matter,) is failing or forgetting to measure your ROI (Return On Investment.)Without conversion tracking implemented, this can be extremely difficult, if not close to impossible to do accurately.
How are you supposed to find out what conversions came from AdWords? The guessing game doesn’t work in this case. If your website does not have the ability to add conversion tracking tags and you’re using AdWords, you may want to think about nixing it & finding another that can!
If your ROI is suffering from AdWords, it may not be for your business, or you should try finding a new monthly manager.
5. Not Rotating Split Testing Ads Evenly:
If you are interested in Split Testing your Ads (which you probably should be,) I would be sure to check that your Campaign’s Settings (be sure that you are in advanced settings,) head to Ad Rotation. Switch to Rotate Ad’s Evenly. You can do it for a period of time or indefinitely. What this will do is ensure that the Ads that you are testing against each other are being shown evenly. This will allow you to accurately test which Ad is doing better. Once each Ad Copy has received 100 impressions or more I like to make my final judgement.
Split testing can be a campaigns savior; In my opinion, all campaign should be in a constant state of split testing. To learn more about A/B Split Testing, visit this link.
6. Sending An Ad’s Traffic To Your Website’s Homepage:
This is the last AdWords mistake that I am going to talk about with you today. Adding your Homepage as your Ads landing page can really hurt you at the end of the day.
For Example: Evan has an online store for Sports Accessories. He creates different Ad Groups for watches, t shirts and shoes. For each of these Ad Groups’ Ads, he implements his stores homepage as the landing page. When Fred clicks on one of his Ads to find Sports Watches, he was taken to a homepage advertising all different types of accessories, watches not easily found.
This can automatically lower the users experience at your website. Direct your customers to what they are looking for. Don’t leave them feeling lost, running around in yet another search.
Although these are some of the most common Google AdWords mistakes, this is by no means the entire list of AdWords Mistakes. Feel free to leave your comments below if you can think of any other common Google AdWords Mistakes.