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.

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