No matter how hard we try, mistakes are common. Afterall we are human and therefore capable of human error. Google Adwords technology is rapidly evolving with new sophisticated features and updates.
Mistakes can be of two kinds: a) Misuse of best practices or b) accidents. A lot of people run Google Adwords campaign differently. Here we take a look at the most common Google Adwords campaign optimization mistakes along with some tips on how to avoid them.
Use of Broad Match Keywords:
Using broad match keyword type is a mistake because it’s the biggest reason of irrelevant traffic and wasted spend. This match type does not provide you the detail about audience intent in order to serve the appropriate ad. Broad match as a default target the broadest set of search terms, which is not always best for generating ROI and leads to regular cross-checking between ad groups.
Recommendation: In some cases, this is the best way to reveal other keywords that are worth bidding on. Find words that should be excluded with the help of Google Analytics because it has detailed information than AdWords. In Analytics go to Aquisition > Adwords > Matched Search Queries > Query Match Type. In order to view the exact keyword phrases what people are searching for select either “phrase match” or “broad match”. Next, try to find if negative keyword can be added in order to replace that keyword from campaign without excluding well-performing keywords.
Test Optimal Ad Position:
If your goal is to promote your brand, then it is essential for you to be in one of the top two ad positions. On the other hand, if you are looking to get the best results, then it is good to be in position 3-5. Can it be better to be in a lower position then top? The answer is yes, because most people click on top position ads, whether they are interested or not. But if your ad is on lower position or possibly in 3-5, then people have to take a look of the side of their screen, which is something they do only after they are not able to find what they are searching for. Without testing you may not be able to get the idea which ad position is the best for your business.
Recommendation: In order to test your ad position increase or decrease your bid on the cost per click. First, decrease it and observe what the results are. If Google suggests you a 3$ to 5$ bid then start with 3$ and if they are working fine, you may not need to pay more.
Test different Variations:
You should always test your ad copy with different headline variations, same ad copy with the different call to action, or same headlines but different body copy. In this way will know what works best but you’ll never know until you test. Once you have 30 to 60 clicks, choose the one that’s getting highest conversion rate, highest click-through rate, quality score or lowest cost per acquisition.
Recommendation: It’s recommended to always test different variations until you are happy with the results. Sometimes, this way of testing ads can help you double your conversion rates and reduce your cost per acquisition.
Use Negative Keywords:
Every day, google process million of keywords and most of them are 100% new. This also means that some of the keywords will be of high quality while others will be detrimental to bid and target. Negative keywords exclude those keywords that are not the right match for product or service. Adding negative keywords can increase your revenue and decrease your cost. Negative is the easiest way to boost your ROI, reduce your cost and reach the most targeted audience. In this helps the way you will enhance your Google AdWords quality score.
Recommendation: Sometimes use too many negative keywords create difficulty in terms of tracking the results. Always customize your negative keywords across whole campaign instead of copying them. Track your keywords list with corresponding keywords.
In order to generate quality leads, sales, and traffic, your ads should be targeted to the right audience. Effective Google AdWords ads drive the potential audience to your website and reduce your average cost per click. Following these recommendations to avoid common mistakes of Google AdWords campaign optimization.
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