Whatever your level of expertise is, whether you are a first-timer or an expert in online marketing — building a Google Adwords campaign definitely comes with it several challenges particularly if you are to work on a relatively new niche. Building an ad campaign that will highly perform in the market is very important, aside from the usual market-monitoring and the regular checking of the competitors’ activities. However, this technique is not free from any lapses or mistakes and can entail loss on your part.
Several ways and techniques to developing Adwords campaign that get results are suggested by Perry Marshall in his publication The Definitive Guide to Google Adwords, yet there are still some who commit mistakes when doing keyword research and in attempting to achieve maximum efficiency in their campaigns.
When you want to build an effective Google Adwords campaign one that generates a large amount of quality traffic and actually reaches your target market make sure you’re not making any of these five common mistakes:
1. Writing ad copy without keywords. Putting the keyword in the headline and nowhere in the ad is not a good practice and many Adwords campaign managers unknowingly do this. You want to make sure your ad copy is as relevant and keyword-rich as possible, so feel free to use at least 1-2 keywords or keyphrases within the ad for extra benefits.
2. Sending visitors to your homepage. You’ll generate much more attention and even higher conversion rates if the URL you use in your ad proceeds directly to a landing page with the incentive or promo, and not just your homepage.
3. Relying on the ‘broad match’ function of the Google Adwords Keyword Selector Tool. There are other options apart from the ‘broad match’ feature that allows you to have a basic idea on the keywords you can use in your niche or market. In the same way, you can use the tool’s ‘phrase match’ and ‘exact match’ functions for your ads and website copy to get quality and intended list of keywords.
4. Using poorly-performing keywords. Understanding exactly what your target market is searching for will take some time, and you cannot always assume that people will be searching for your products or services using the same keywords that you may use online. You will need to generate a list of relevant and similar keywords using the ‘synonyms’ feature on the Google Adwords Keyword Selector Tool to drill down search results and optimize your campaign.
5. Introducing your offer in the body copy only. In your copy’s headline, highlight the ‘ultimate benefit’ right away. Imagine that your reader/viewer is only reading the headlines; will they be compelled to click on the ad or read the remainder of the copy? Google Adwords ads usually consist of only three or four lines but most people would run down through these and would only proceed if they find something that catches their attention or interest, your chance lies in your headline as it plays a big role in capturing their full concentration.