Common Google AdWords Mistakes

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For whatever reason, most companies running a Google AdWords campaign don’t do it very efficiently.  As a result, the companies miss out on a lot of business and also waste a lot of money that could’ve been spent more effectively.  I can’t explain why companies don’t spend more time making their campaigns optimized.  Maybe they don’t know how to do it or just don’t have the time to manage an effective campaign.  Either way, a lot of companies make a some bad mistakes when running their campaigns.  Here is a list of a few common mistakes that companies make when running an Adwords campaign.

Bad Targeting

Depending on what you are selling, you should be doing very specific targeting.  If you are running ads on their display network, then you have the ability to tell Google exactly what sites you want to run your ads on.  If you are selling mattresses, then you can tell Google to run your ads only on mattress-related sites.  If you don’t do this, who knows where Google will run your ads.  Furthermore, if you only sell to certain locations, you can tell Google to only run ads for people in certain locations.  If you aren’t doing this targeting, you are truly wasting a lot of money.

Ads Not Relevant to Keywords

If you have a set number of keywords you are targeting, you should create individual ads for each one of those keywords.  This will ensure you get the highest click-through rate possible.  You would be surprised how many companies just have one ad that is applied to every keyword they are targeting.  They then wonder why no one is clicking on their ad.  As a searcher, you will be way more likely to click on an ad if the ad contains words that are directly related to what you are searching.  Companies should keep this in mind when they run their ad campaigns.

Bad/Unrelated Landing Pages

If you happen to get someone to click through one of your ads, you should have really great and informative landing pages ready for those users.  A lot of companies just have general landing pages that may not be relevant to the keywords the users were searching.  This may involve creating multiple landing pages, but consider this and try to create landing pages that are relevant to the terms users are searching on Google.

Bad Bidding

You should be constantly updating your bidding on keywords based on historical data.  If a certain keyword is doing really well, then you should increase the bid for that keyword.  It’s not difficult to figure out, but lots of companies don’t do this step.  Make sure you monitor the performance of your ads (based on CTR, bounce rate, conversion rate, etc.) and change your bid according to the performance of those ads.  This is the best way to apply money to the optimal places.


How to Learn More About This Topic

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This is a topic with a lot of relatively new trends.  For example, Linkedin isn’t that old of a company and advertising on its platform is an even newer concept.  Companies are just now figuring out ways to make very optimized ad campaigns on the site to create a justifiable return on investment.  The same thing goes for Google AdWords.  While the platform has been available for a while now, the process for optimizing a campaign has evolved a lot and companies are only now figuring out the best practices.

With that being said, there are a few resources at your disposal that can really help you out if you would like to read and learn more about the topic.

Most people think of the front page of Reddit, but there are some very informative subreddits tailored to a very specific audience.  This is especially so for the Sales subreddit.  While it is not specific to IT, you can learn a ton from an amazing community of sales professionals on this site.  If you have any question about your sales process and/or want to get other people in your industry to review you sales plan and what you have been doing, this is the place to be.  The members of this community will be very direct and will not sugarcoat anything, so you know you will get the best feedback possible from any questions that you have.

This is kind of a similar resource to the Sales subreddit.  You can pose a question to the Yahoo Answers community and you will more than likely get a really informative answer from someone who is in the business.  You can then look at other related questions that people have asked and learn from the answers to those questions.  You would be surprised by how informative Yahoo Answers can be if you ask the right questions and if you do the right research.

This is a blog that details the day-to-day of an IT salesman.  You can get some really good ideas on how you should go about sales if you too are an IT salesman.  If anything, this is a good site to read to just brainstorm on how you can improve at your job.  It is good to read how other people are going about their job to reflect and see if you think you could do anything differently to improve at your job.  Overall, this is a very good resource.

IT Sales Intelligence

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Sales intelligence is a term that probably doesn’t mean much to people.  If you are a sales professional, however, it could revolutionize your job.  With sales intelligence, gone are the days where you cold call someone without knowing any information about the person or the company.  This is because sales intelligence tools allow you to validate your leads and learn everything you could possibly know about your potential client before you ever make a pitch.

So what information exactly is available with sales intelligence for IT salespeople?  You can get org charts on the IT departments of companies, both large and small.  With this, you can learn exactly who reports to whom and what each person’s responsibilities are.  This will allow you to know exactly if you are talking to the right person.  In addition, you can learn about the company you are trying to sell to.  You can learn what the IT budget is at a company, what vendors the company has purchased from in the past, what new spending initiatives the company has undertaken, etc.  With this information, you can have a good sense of how to make your pitch and whether you have a good chance of being successful with your sales pitch.

So who provides sales intelligence to the IT sector?  The main two players are iProfile and DiscoverOrg.  I would suggest reading reviews of the different companies and then comparing the pricing structure of both.  If you can do a free trial period for both companies, then you can just see who provides more and better quality data.

To learn more about iProfile, you can check out any of the following links:

For more information on DiscoverOrg, check out their website at

Linkedin and IT Marketing

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If you are selling a product or service B2B, then Linkedin might be a great advertising platform for you.  The main issue with Linkedin is that, similar to Facebook, people aren’t actively searching to find something like they are when they use Google.  In addition, the ads on Linkedin aren’t placed in the optimal positions.  Because of this, the click-through rate on ads are pretty low, despite the potential of high targeting and focus.  Nevertheless, depending on your product, you can still get a great return on your PPC campaign with Linkedin.  This article will provide a few considerations you should keep in mind when doing a Linkedin campaign.


If you are somewhat familiar with Linkedin, this should be a no-brainer.  With Linkedin, you can target the exact audience you want.  You can target by location, job title, company, etc.  You should do a lot of thinking about exact whom you are trying to target.  Make a list of all the companies you are targeting and what job titles you are focusing on, keeping in mind that job titles are not standardized across different companies.  I would even look at org charts at your target companies, which you can obtain from companies such as iProfile or DiscoverOrg.  This exercise is critical to increasing click-through rates.

Try Different Ad Copy

The best part about advertising on Linkedin is the data you can see regarding your campaign.  You should create a few different ad copies that are very different from each other.  Run them all at the same time and then see which ad or ads perform better than the others.  With this information, you can determine the optimal ad copy.

Landing Pages

You should also have different landing pages that you send people to.  You can get data to see which landing pages convert potential customers better.  Have very different landing pages to ensure you will find the optimal one(s).

If you can do these three things, you should have a successful Linkedin campaign.

IT Marketing- 2 Ways to Succeed

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Being in marketing for an IT company can be very interesting.  You know exactly who you are targeting and you just need to figure out how best to reach your audience.  Even if you have an amazing product, that doesn’t really matter if you can’t market effectively.  A very big and important way to market for an IT company is through Internet marketing.  This article will discuss the various ways you can succeed in Internet marketing.


This is a difficult thing to accomplish.  Search Engine Optimization (SEO) is the process of getting your website highly ranked on Google and other search engines.  You are completely dependent on the rules of the search engines and oftentimes those rules change quickly.  The best thing to do is to create high quality content that your users will benefit from.  From there you should find authoritative sites to write about you and provide a link back to your site.  I would strongly suggest that you do not engage in “black-hat” methods (things like keyword stuffing or linking schemes), as Google will eventually catch on and punish you accordingly.  Hiring an SEO consultant is a worthwhile investment.  Make sure the person has produced sustainable results for his/her clients in the past before making a hire.


Linkedin is a great way to advertise B2B.  You can target exactly whom you want to target.  You can do the targeting by location, job title, company, etc.  With that said, people who are on Linkedin aren’t actively searching like they would on Google.  Furthermore, because of the placement of the ads, the click-through rate is not as good as it should be.  For that reason, while Linkedin is hypothetically the best advertising platform for IT marketing, it doesn’t always work out that way in practice.  You should definitely give it a shot, however.  To know whom to target, you should use the HR information available at companies like Jigsaw or iProfile ( or check out the Facebook page at  They will allow you to see org charts, get job titles and responsibilities, etc. for the IT departments within major companies.

Google AdWords

This is probably the best advertising tool in existence.  Click-through rates are high and conversion rates are high because people are actively searching a specific topic when using Google.  It is very easy to set up an AdWords campaign.  You should at least give AdWords a shot before you dismiss it.  The majority of companies who use it find it to be worthwhile.

Between these three methods of marketing, you can attract a lot of potential customers.  I would at least give each of these a try.  They most likely will all provide a great ROI.

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