Why your AdWords campaign may be failing and how to make it a success.
Developing an effective AdWords campaign can be challenging task for small business owners, especially when their websites are not optimized and they don’t have a clear understanding of how Google AdWords should be used. Ask any AdWords expert and they’ll tell you that they often see the same mistakes popping up regardless of the business or industry. So what are the top AdWords mistakes made by small businesses and how can you fix your campaign?
One Campaign, One Ad Group, Multiple Keywords
AdWords campaigns can be very effective providing your account is set up correctly. One of the first things you need to do is identify some keywords that you’re going to use in your campaign; that’s the easy part. The mistakes come in when you assign all your keywords to a single ad group and a single campaign. In fact, getting the most from your AdWords campaign means that your ads are targeted and focused. So, for each keyword you need to create individual campaigns that tell potential visitors that their specific needs will be met by clicking on your ad.
Indeed, even if you stuff an AdWords advertisement with keywords and get some clicks to your site, you’ll likely not experience high conversion rates. Focus your AdWords campaigns so that each ad group contains only relevant keywords.
Some AdWords campaigns will have a Limited by Budget status which means that the budget limit for that campaign is regularly being reached. Unfortunately, once your budget limit is reached, your ads will not be seen until the following day (budgets are reset at midnight every day). In many cases, small business owners are paying for top positions without thinking about their actual goal – conversions. Of course, top positions are associated with higher visibility, but visibility doesn’t pay the bills.
Instead, think of your AdWords campaign in terms of conversions and return on investment. A highly refined ad with specific keywords will get clicks from visitors that are more likely to become customers. Ultimately, you need to balance visibility with budget, so by lowering the bidding and paying less per click you’ll actually ensure that your ads are shown all day (albeit at a lower position).
Broad Match Keywords
Did you know there are different types of keywords in AdWords? If you answered “no,” don’t worry, you’re not alone. By selecting Broad Match keywords, Google will show your ad for searches that are even remotely relevant. If you have a large budget and you want as much exposure as possible, this option might make sense. However, as a small business owner, you want your clicks to become customers so the logical choice is to focus your ads on specific keywords that are likely to attract real customers. Google AdWords also has a Broad Match Modifier that allows you more control over which keyword searches display your ads so you’ll get more relevant exposure (and ultimately a higher conversion rate and ROI).
Ultimately, Google AdWords can be a powerful tool for bringing new visitors to your site, but optimizing your AdWords campaign is important for bringing new customers to your business. Consider working with a Pay Per Click Management company so that you can get the highest ROI.