Does it seem as though you are not seeing the success that you would like with your Google AdWords campaign? If so, there could be several things that you are doing wrong.
Be Specific With Targeted Keywords
One of the biggest mistakes that many people make with AdWords is wasting money on traffic that they do not want. The default settings on AdWords are designed to help you get the most clicks and impressions possible. That’s great, but if those clicks and impressions are from people who have absolutely no interest in your products or services, then you are wasting money. Vague and high-traffic keywords can really put a dent in your market spend. One example of this is spending money on terms that are overly generic. For example, if you are a baker who handles wedding cakes exclusively, do not bid on “baker” unless you also want to attract people looking for birthday cakes, specialty cookies, etc.
It is also important to be aware of broad match keywords. An exact and modified broad match will ensure that you do not receive traffic that is not relevant. Along those same lines, you also need to be wary of keywords that can have two meanings.
Set Up Conversion Traffic
One way that you can help to eliminate or at least reduce irrelevant traffic is to set up conversion tracking. It is also a good idea to delete keywords that will cause you to spend more money than they actually return in profits. This can be accomplished by taking the time to study your search queries for keywords that are not effective. You can then convert those keywords into negatives.
If They Zig, Then You Should Zag
Another common mistake that many people, especially those who are new to AdWords make is trying to look too much like the competition. This is one of those situations in which you definitely do not want to blend in with the crowd. The main reason for this is that if your ad appears too similar to the ads of your competitors, then there is nothing to compel the visitor to click on your ad. Not only does this drive down your traffic, but it also decreases your click-through rate, which in return causes your price-per-click to increase. There is no reason to pay extra money for a more prominent position when you can simply spend a little more time creating an ad that will stand out from the competition.
There are actually several steps you can take to accomplish this goal, such as including a testimonial from a satisfied client or offering a free perk. The best way to determine how you can set your ad apart from those of the competition is to study the competition and think about what you can do differently. Also, put yourself in the position of your customer and think about what would appeal the most to him or her.
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Running an AdWords campaign can be challenging. By giving it a little thought and conducting testing, you can boost your results.
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