Over the last 6 years working firstly as an AdWords Consultant, AdWords Trainer and the owner of the UK’s top ranked AdWords Management agency (prior to its sale in November 2012), I’ve audited hundreds of AdWords accounts.
I’ve compiled the 7 fatal errors that I see in I have spotted in SO many of these! And here they are…
1) Leaving the Display Network on
This is a biggie. The Display Network contains thousands of unrelated websites all around the web. If you let your adverts show on them – your Click Through rate will drop hugely and your advert Quality Scores will be extremely low. What’s Quality Score I hear you say? It’s a score out of 10 Google gives you, mainly coming from how good you are at writing your adverts. If you get low numbers of clicks, you get a low score and this means every single click costs you up to 10 x what it needs to! Owch!
2) Sending visitors to the homepage
Never send visitors straight to the homepage – send them to the most relevant page on your website instead. These are known as landing pages and you should make sure you set up several for each product or service you offer. People are lazy and if landed on a homepage, will simply leave!
3) Not tracking your results
If you are not tracking your results through conversion tracking (and ideally also tracking goals in Google Analytics) then you are throwing money down the drain. You must set up a series of conversions or actions that can be tracked on your website. You then need to track these so you can see which keywords are working – and which aren’t! Simple as that.
4) Adding too few Ad Groups
A typical set up for one of my clients contains several hundred or even thousand Ad Groups. A typical account I audit contains sometimes just 1, and sometimes a handful of Ad groups. Normally this Ad Group contains hundreds of keywords! Consider now that the aim in AdWords is to match the advert to what the visitor has typed, so that it shows in bold to the visitor on the Google search screen. But how can you match hundreds of keywords to just one poor advert from its Ad Group!? The answer is that you can’t. Don’t be lazy – set up dozens or even hundreds of Ad Groups, all containing a relevant keyword and relevant advert.
5) Not doing competitor research
There are plenty of competitor research tools out there where you can see what keywords your competitors are bidding on. Save yourselves some time, research their keywords and make sure you have included them all! Also make sure you have examined their adverts, and make yours stand out! What is unique about you? Make sure you include this in your advert.
6) Failing to advertise on Mobiles
People are now BUYING from their mobiles and tablets – not just searching! Your conversion rates will often be higher, and in some markets you can even set up adverts so you get 100% conversions! Make sure you make the most of Google’s new Enhanced campaigns and bid on mobiles too. And don’t forget your mobile optimised website too if possible – so people can navigate your site easily.
7) Setting too low a budget
I often see people spending just a couple of dollars or pounds a day as they aren’t sure AdWords is working. This is due to the other mistakes I have mentioned, in particular the lack of AdWords conversion or goal tracking. You may as well not bother! To run a thorough test you need to be spending £600 / $1000 per month – only when you have made sure you have addressed the other points mentioned here of course!
I do hope you’ve found these points helpful. I know I’ve told you WHAT but not the HOW to fix it – if you need help with the HOW then why not check out my brand new Online PPC Training Product – Web Leads Unlimited?