It’s a fact that Google Adwords can be a fast way to get visitors to your website. It’s a bigger, lesser known, fact that done wrong it can generate lower than expected sales or even worse be a huge waste of money.
Here are some of the mistakes we see many businesses making with their Google Adwords campaigns.
Poor keyword targeting. Let’s say you sell office chairs and you decide to focus your campaign on the term office chairs. Makes sense right? Not necessarily. There are two major problems with this. First it’s a general keyword and when we spend money we always want to target buyers. Someone typing in office chairs might want to know how to set their chair up to save their back, they could just be researching, or they might be a buyer. The point is that the cost per click (CPC) will be higher for general terms and therefore you end up paying more for people who may not even be buyers. Instead look for keywords that are more specific, here are some I found:
white office chair
leather office chair
ergonomic office chair
mesh office chairs
white leather office chair
red office chair
leather office chairs
The thing is that these terms (except one) have a lower CPC than the term office chairs. They are also quite specific about what the person is after. If your business sold any of these items you can setup a much more profitable campaign by targeting these terms. The next common mistake many business make is…
Sending Visitors Only To Their Home Page. You’ve probably clicked on an ad and been taken to businesses home page that contains very little, if any information about what you were searching for. This is dangerous for any advertiser because the chance you’ll click away is extremely high. When someone clicks an ad they need to immediately see they are in the right place and you have what they are looking for. Let’s take white office chair as an example. If you just land on the home page for a furniture site you need to browse around or search for the chair you are after. However if you are sent to a well set-up landing page about white office chairs you know they have what you’re after and you can then review the products and hopefully make a purchase. By keeping your landing pages simple and focused on what the person clicking the ad is looking for your conversion rates will go up substantially. Hence your campaign instantly becomes more profitable with the same spend. The next major mistake is…
Poorly Setup Ad Groups and Ads. Often Adwords campaigns are set-up with just one ad and all the keywords in one big group. This causes enormous problems because poor click rate ads lower your overall Adwords score and can result in lower ad positions and higher CPC. A better idea is to keep each ad group tightly focused around an important keyword. Continuing the white office chair example I found 16 related terms. These can be added into their own ad group and then a targeted ad created to take these visitors to a highly relevant landing page. You must track ad click rates and conversions when changing ad groups but hours of testing and research across many different companies proves targeted campaigns generate more sales and usually lower as costs. When I typed in white office chair on Google only one ad really stood out here it is (this ad also went to a specific landing page):
So there you have it simple actionable ideas to get better returns on your Google Ads. If you would like to get help with improving your ad performance we’d be pleased to speak with you. Our service guarantees improved ad performance of you pay nothing. Just contact us here and mention Google Adwords for more information.