7 Common Ways to Kill Your Google AdWords Campaigns
Sure, you may sell products that might be attractive to a global audience. However, if you run a laundromat, a landscaping company or a number of other local-centric businesses, then you're throwing money away when far-away users click your ads.
So here's the rule - start out small. Even if global domination is your goal, start by advertising near your home city or state. You'll have an easier time optimizing other variables and you can always expand your reach later.
Mistake 5: You're Sending Visitors to Your Home Page
You may like your website, and visitors may like it, too. But when people use Google, what they're really after are solutions. The more directly you can provide your visitors with solutions, the better.
Unless you operate an extremely simple business, then your homepage is probably going to be too vague to offer a high-quality user experience. Let's say you own an auto mechanic shop that handles brake repairs, engine tune-ups, oil changes and windshield repair.
Ideally, you should have a minimum of 4 different ad groups - one for each of your main services - and each ad should send visitors to pages of your site that deal specifically with those topics.
You only have fractions of a second to capture a visitor's interest before he or she leaves your site. You must do all you can to make each visit count.
Mistake 6: You're Not Trying Anything New
Testing new approaches to your ads and keywords can be stressful, especially if you've found combinations that appear to be working. Why risk wasting money on something that might not work, right?
On the other hand, testing can reveal new ad copy or keywords that take your campaigns to the next level. Also, you don't need to pause your existing ads to test new material - just run your test ads with a smaller budget or set them to appear less often throughout the day.
Remember to only test one thing at a time. Change more than one variable, and you won't know which changes are impacting your ad performance.
Mistake 7: Not Optimizing Your Landing Page
Optimizing your campaigns within AdWords will only take you so far. You also need to adjust your landing pages.
First, make sure that anything you promise in your ad copy (i.e. "free shipping!" or "huge sale!") is delivered on your landing page. Second, make sure your landing page is arranged logically; if you want users to fill out a form or click a button, then your page shouldn't be cluttered with irrelevant content. Also, make absolutely certain your website functions properly on all devices including laptops and smartphone browsers.
It's easy to set up an AdWords campaign, but it's also easy to make rookie mistakes that will sandbag your efforts. Don't let that happen to you. Take the time to create your campaigns slowly rather than rush through them, and make sure to make your ads and ad groups as relevant as possible to your users.
Want more Google AdWords tips to improve your advertising performance? Click here to grab your free copy of our Ultimate Google AdWords checklist.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.