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. More often than not, people would allot a big chunk of their time and effort monitoring the market and their competitors, but it’s the creation of ads and their optimization that provide the real essence. 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.
Building your Google Adwords campaign and ensuring that quality traffic is generated requires that you avoid the following common mistakes:
1. Creating an ad copy that has no keywords. Many Adwords campaign managers make the mistake of only using the keyword in the headline, and then nowhere else within the ad. Bear in mind how the relevance, quality, and quantity of your keywords may affect your ad copy’s performance so be sure to include one or two keywords or keyphrases within your ad.
2. Directing your visitors to your homepage. You’ll generate much more attention and even higher conversion rates when the URL you use within your ad goes directly to a landing page with the offer or incentive, and not just your homepage.
3. Relying on the ‘broad match’ function of the Google Adwords Keyword Selector Tool. A general idea of applicable keywords in your niche can be supplied by the ‘broad match’ feature, still, you have other possible alternatives. Achieving the intended list of keywords that you may use in your ads or website becomes easier with the tool’s ‘phrase match’ and ‘exact match’ features.
4. Using a set of keywords that do not actually give results. 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. Presenting your offer only in the body copy. 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? Viewers scan even the smallest of details even though Google Adwords ads have only 3 to 4 lines, but what is good to note is that they only react when something presented grabs their attention, your opportunity to do this lies right in your headline.
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