4 Mistakes Marketers Make With Google AdWords and How to Fix Them

1 Dec

When advertising on Google AdWords, a lot of mistakes can occur. With the potential high cost that a particular keyword can bring, you may be forced into bidding on a keyword that is above your budget, all while the campaign itself is riddled with other problems. A double whammy.

To help you with this problem, I have listed 5 common mistakes that beginner and veteran advertisers make when creating and running their AdWords campaign. If you want to make your campaign as profitable as possible, then I suggest you pay attention and correct these mistakes now so that they don’t continue to hurt you in the future.

MISTAKE #1: Running ads on the display (content) network

Admittedly, there are some marketers who are having success with the display or content network. However for most advertisers, this is a recipe for disaster. Although the cheap costs to run ads on the display network may seem attractive, the bottom line is that you will get alot of hits – with little to no sales.

You also have to deal with common pay per click search engine issues such as poor traffic quality and click fraud. You will often hear from people online that they are making a “fortune” with the display network, but I suggest you don’t listen to them. This is similar to a person saying that they made $30,000 in their first month online, while you’re still trying to make $100 a month online – and them selling you on the idea that you can do it too.

Don’t listen to the advice. Period

MISTAKE #2: Not having a good landing page

Your landing page will make or break your campaign. Depending on what you sell and how much you sell it for, the strategy for your landing page will differ. If you sell a high-priced product, then you will want to generate leads and follow-up on them with future mailings. If you sell a low-priced product, you can still do the same, but leading your customer directly to your product page can be a good idea also – especially if what you sell relates directly towards the keywords you are bidding on.

But not only is a good landing page important for your initial income, but it is good for your quality score with AdWords. If Google considers your website is full of good and quality information for your visitor, you will receive a better quality score with Google – which will only increase your rankings in the pay per click search engine results.

Some people use this information to create something called a “pre-sell page”, where they have very informative articles and product reviews that includes links to a product they’re selling or an affiliate product. This works if done right, and this kind of helpful page can definitely boost your rankings. Here’s mistake number three.

MISTAKE #3: Having a high daily budget

The obvious reason not to do this is because you can simply forget that you set a high budget, and you may blow all of your funds quickly. With a non-profitable campaign, this is a no-go.

But not only that, even though this strategy may seem good initially, it can severely hinder the results you’re trying to achieve. When you set your daily budget above the recommended budget that Google suggests for you, Google will boost the amount of impressions on each campaign that you have that employs this technique.

The impression increase will occur on non-targeted “broad match” keywords which will only lead to a low click-through rate (CTR). With a high impression count and a low click-through rate, this leads to a low quality score. Because of it, your AdWords ads will be placed lower than they should be, and you won’t get as many visitors as you would like.

MISTAKE #4: Not having a high enough bid

When you bid too low, you don’t get as much clicks as you would want to. If you’re specifically testing an idea out by bidding too low, then this is fine. But if you’re specifically looking to earn money from your campaigns, then you can’t bid at a low price.

If you’re ads show up on the 3rd or 4th page of the Google search results, how do you expect to get traffic? You want to bid high enough where at the very least you can break even on your ads, and at best – make a profitable. And you do this by targeted your keywords correctly.

You will want to use Google’s free keyword tool to get as much targeted and low cost keywords that you can bid on as possible www.AdWords.google.com/select/keywordtoolexternal The low cost keywords you select shouldn’t be too competitive, so you can bid relatively high on them while still making a profit.

Be sure to avoid these 4 mistakes so that you don’t become another victim of poor advertising. Good luck on your Google AdWords campaigns.


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