These mistakes are commonly made by first time Adwords users. Be aware of the following mistakes so you don‟t make them yourself:
Ads Lack USP Power
Your Adwords ads should reflect your business. You must communicate your USP (Unique Selling Proposition) to your audience clearly, just as you would with any other advertisement. Unfortunately, many advertisers fail to do this and so see poor results in their Adwords campaign. Study your competitors to see what they are doing and how your product or service differs from theirs. What keyword phrases are they using and how can you make your ads stand apart? Once you conduct some research you should be able to strategize what will work best for you. Remember to track your results. If one thing doesn‟t work, then try another until you find something that performs great.
Poor Use of Keywords
Keywords are the foundation for the Adwords system and why it works. Failure to use them in your ads is a critical mistake that could cost you a lot of money. When you use keywords in your text ads, including in their titles, you present an ad to the user which is tailored specifically to their search. This will increase the likelihood that they will click on your ad.
Overlooking the Importance of Optimized Landing Pages
The landing page is the first page the user sees when they click on your ad. This is where they land on your website. If they do not see what they‟re looking for on this page, they will flee. It is imperative that you optimize your landing pages for the keywords you use in your adwords campaigns. When a user searches for a specific topic or product, do NOT send them to your homepage. They will be faced with the challenge of digging through your site to find what they‟re looking for. When you send them to a specific product page or a specific article tailored to their needs, they get immediate gratification. They get a warm and fuzzy feeling about your website, making them want to click to see more.
Many first timers in Adwords make this mistake. When you use broad match, you open yourself up for all sorts of keyword combinations that may not match up to your business or product. This is a waste of your money.
Not Rotating Ads
In Adwords, this is called serving up your ads. You want to serve up your ads so that they rotate according to which ones you are trying to test. Adwords will automatically display the best performing ads first, but if you are running a test then you can tell it to serve up each equally.
Tracking is one of the most important parts of marketing. If you don‟t know where you stand, you have no way of knowing how to move forward. There are so many wasted advertising dollars being spent on ads that are either not tracked or are poorly tracked. Poor tracking is perhaps worse than not tracking at all because it gives you inaccurate results and therefore false information on what is working.