Setting up a new Google AdWords campaign seems like the fastest way to getting more interest in your product, service, or website. To a certain degree, this is true – but there are many mistakes a business owner can make. Here are 10 of the most common PPC mistakes.
1. Choosing the wrong keywords
Keywords are the lifeblood of the majority of AdWords campaigns as ads are often shown when matching keywords or phrases which have been searched for by the user. If your keyword choice is not specific or has too much competition, your ad campaign will struggle.
2. Not leveraging all the data
If you know what your current customers/visitors search for and how they behave, you can tailor your new campaigns to reflect this. Monitoring this data is simple – ignoring it is fatal. (https://www.blog.google/products/ads/data-contro/)
3. Bending the rules
Sure, you want to stand out from the crowd – but bending or breaking the rules isn’t the way to do it. The AdWords platform is a Google property, so you need to play by their rules. Too many or too large of an infringement and you can say “goodbye!” to your advertising account. (https://www.blog.google/products/ads/enabling-safe-digital-advertising-ecosystem/)
4. Ignoring Geotargeting
You can target ads to particular geographic areas which makes it easy to access local customers. One of the biggest Google AdWords mistakes is thinking that the whole world is your market when you only serve your local town.
5. Ignoring Demographics
If you have built a product for 18-30-year-old women, why would you advertise to 70-year-old-men? It’s a waste of time – and a waste of your advertising budget. (https://www.blog.google/products/ads/search-audience-ad-innovations-see/)
6. Thinking like it’s 2005
Displaying ads on websites are a great way of reaching new customers, but many people don’t visit websites in the way that they used to. Mobile devices are very common and using the App Ads platform to advertise within mobile apps can bring a great return. (https://www.blog.google/products/ads/app-ads/)
7. Running one version of an ad
Some ads convert better than others, and that’s a fact. By testing multiple versions of your ad simultaneously you can find out what works best for your audience and optimize your budget accordingly. PPC mistakes happen, but only using one version of an ad is a big one to avoid.
8. Forgetting the date
Are there certain times of the year that your sales peak? Schedule your campaigns to account for this. You might need to remind people of your services during low periods or build them up at the right time to buy during the holidays. (https://www.blog.google/products/ads/keep-lights-on-shopping/)
9. Assuming everyone is the same
You might have an idea of your “ideal customer”, but even people from the same area don’t always search in the same way. Do you sell wooden products…or are they made of timber? Understanding regional variations and what your customers are truly looking for will help you convert prospects into customers.
10. Ignoring video
Advertising without considering video will limit your market. The impact a video has can exceed a text or image-based advert. Discounting video totally is not a great idea! Businesses pay millions for Super Bowl TV ads, not for super bowl newspaper or website ads. Ignoring the prospect of video in your ad campaigns can be detrimental to your business.