If you are just getting started, here are 5 common mistakes that people make when creating their first campaign.
Sending Visitors to the Home-Page
Your home-page provides broad information about your site, and is rarely going to match the information that the searcher was looking for. You should create a landing page that is specifically tailored to the keyword, and fulfils the promise you made within the ad copy.
If you don’t, people will leave your site immediately, which is going to waste money and reduce your quality score, which in turn will increase the cost of future clicks.
Using Broad Match without Negative Keywords
For the most part, and especially for beginners, you shouldn’t ever be using broad matched keywords. Broad matches your ad to a huge range of variations to the keyword itself. This means that your ad will start getting matched for queries that are irrelevant to your product or service.
If and when you use broad match, you need a massive list of negative keywords to counteract the irrelevant searches that you will receive.
Not Including Keywords within Ad Copy
Your ad copy must be specifically tailored to the keyword within that ad group. Relevancy is key, and determines how likely people are to click on your ad.
As a bare minimum, you need to include the keyword within the headline of the ad. It will appear bolded when people search for it, which will draw people’s eyes towards your ad.
Try and include the keyword or a variation of it within the body of the ad too, if it is possible and if it makes sense to do so.
Not Using Conversion Tracking
Driving traffic aimlessly towards your website without proper tracking in place can be catastrophic. You want to be tracking your visitors, to make sure people are actually making the desired action that you want them to take.
Whether you track email signups, downloads or actual sales, it will help you specifically determine which areas need improving, and ensure you aren’t left in the dark.
Once you are properly tracking conversions, you can better analyse your campaigns and highlight the profitability of certain keywords, ads and ad groups.
Too Many Keywords in Ad Groups
In order to tailor your ad copy to each keyword, you need to split them up into many ad groups. It is impossible to write relevant ads if you have hundreds of keywords within the ad groups.
As a rule of thumb, create ad groups with just 3 keywords in.
Can you think of any more common mistakes with Ad Words? I’d love to hear about them in the comments below.
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