5 Most Common AdWords Mistakes To Avoid For Better ROI


5 Most Common AdWords Mistakes To Avoid For Better ROI By Jaspreet singh pabla

Google paid marketing campaign can be one of the most precise or one of the most annoying ways to develop your business. In my opinion, lots of companies get flop on their marketing objectives because they make a few simple mistakes. The good thing is these mistakes are avoidable and easy to fix. So, by now you must be thinking what are these simple mistakes which let your AdWords campaigns fail? In this blog I will explain 5 Most Common AdWords Mistakes To Avoid For Better ROI.

Mistake 1 – Ad Copy that stand out: Did you ever notice how all the PPC ads are competing for the same intended search, but it’s very hard to get noticed when you sound and look the same like everyone else. Now, I personally think there is nothing wrong with learning from your competition, but most AdWords account managers end up writing “me too” ad copies which are largely indistinguishable from their competitor’s ads. The problem is, even if you’re ad is at the top of the page, you won’t get much attention if you don’t stand out in some way. To make standout ad copy, you need to focus on the problem which you will solve for your target audience. Put the problem solving quote directly in your ad copy. Remember, people are looking for companies that understand their problem. If you understand their problem, people will assume your ad copy problem solving quote will fix their problem.  

Mistake 2 – Keyword Stuffing: Luckily, this problem is easy to fix too. First of all, you need to know that Broad match is default match type for keywords in AdWords, but that doesn’t mean that Google is recommending you to use this match type. In case you are using broad match type keywords I strongly suggest stopping them immediately. Next, you need to find those keywords which are costing you a lot but not helping in conversions. To do that, you need to go to your Keywords tab and then click on [Search terms report]. And then create a filter mentioning [Conversions < 1]. With this report in mind, you can start looking at your poor performing keywords and remove them. You have to focus your budget on keywords with high conversions. Your overall traffic will drop down, but since the wrong clicks never converts you can expect high conversion rate.

Mistake 3 – Overestimating CPL: In my opinion instead of aiming on metrics like CPL, you should focus on profitability. To do so, you need to tie your AdWords campaign data through to your bottom line. You should know which keywords cause the lowest cost-per-sale, which search terms drive the most revenue and which ad copies creates the highest ROI. The best way to set this sort of tracking up is with a CRM. This will take some sweat, but the results will have an insightful effect on how you approach PPC advertising

Mistake 4 – Bidding Too Low: Instead of starting with low cost per click bids and then increasing your bids to get to the way up, according to me it works better to start with high bids and get the data you need and then bid exactly what it take to get higher ROI. For instance if Google recommending bid for a keyword is $1, try to bid for $3-$5. By doing this you’re actual CPC will increase only for few dollars but you will be able get the clickable data that you need to know whether your campaign strategy is worthwhile or not. It’s very vital to note that this plan only works if you have a steady and gripping funnel set up for your AdWords campaigns. If you’re landing pages, keywords and ad copies don’t have a call to action offer then you can spend a lot of money and get very less out of it. When it comes to split testing for ads your initial goal has to be establishing viability, not profitability. Once you know that your campaign is successfully driving sales, and then you can cut on your bidding levels and to get higher ROI.

Mistake 5 – No Call Tracking on call only campaigns: Tracking your Calls in “call only campaigns” is fairly easy to get start with. For this, you can use a forwarding number in your ads call extensions “option provided by AdWords” and start noticing calls down to the ad group level. You can also place a simple piece of snippet on your site that dynamically put your onsite Phone Number with a forwarding number and allowing you to record which campaigns produced which calls from your website.

Summary

I can strongly say that by avoiding these few basic mistakes every AdWords marketer can increase his/her productivity. Think of this like an old 80/20 rule, in which most of your productivity comes from “strategically planned” 20% of your hard work. So these were the 5 of very common AdWords mistakes that cost lots companies thousands of dollars each year in wasted ads spend.