When set up correctly, AdWords can bring you a steady stream of leads to fuel your business. However, if you don’t take the time to learn how to make it work first, you will likely find yourself throwing money down the drain.

Here are 5 of the biggest mistakes that newcomers make with their AdWords accounts.


Using Keywords That Are Too Broad

In order to ensure that the correct prospects are landing on your website, you need to get really specific. Arguably the biggest mistake that people make is using broad keywords that don’t necessarily match what it is that they are selling.

Make full use of the exact and phrase match keywords to make sure that what the prospect typed in matched what it is that you can offer them.


Not Optimising Your Account On A Regular Basis

When you start getting traffic to your website, you will have a bunch of data to work with – and you need to use that data to improve your account.

Certain keywords will be more beneficial to you than others, certain ad copy might not work out, and if you go through your search query reports you will likely find searches from people that don’t make sense – and you need to add negative keywords to your account to cancel these out.

Make sure that you are making changes to your account at least once a week.


Forgetting To Use Ad Extensions

Your competitors will likely be using the various ad extensions that are available to them and if you don’t do the same then they will have an advantage over you.

When you set them up properly prospects will be able to choose multiple landing pages to land on which allows them to head to a space that is relevant to them.

Another example of an advantage to using ad extensions is allowing prospects to click to call – and be on the phone with your team immediately.


Failing To Split Test Ad Copy

In order to get better results as you move forward, you need to split test your ad copy. By simultaneously running two versions of your ads side by side, you will be able to look through your data and see which one performed better.

From there, you can rewrite the ad that performed the worst and constantly improve your account.


Not Measuring Profit & Conversions

If you don’t have conversion tracking set up properly, you are throwing traffic at your site whilst essentially blindfolding yourself.

It is essential that you track conversions to see which parts of your account are profitable and which aren’t.

From there, you can choose to make changes to areas to ensure maximum profitability.

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