Like the rest of SEO, AdWords management is always evolving. With Google frequently rolling out updates and techniques, it can get difficult to master entirely, even for digital marketing veterans. The dynamic nature of AdWords management also makes it easy to commit mistakes during campaign execution.
When setting up an AdWords campaign, it pays to onboard a reputable company that offers relevant pay per click services. Setting up your AdWords strategy, especially if it’s your first time, can lead to mistakes such as the following:
Crowding your ad groups with keywords
It’s common misconception that dumping more keywords into an ad group can lead to more revenue. The truth is, crowding too many keywords in an ad group can make it impossible to make your ad as well as your landing pages relevant.
Using up to 15 keywords per ad group is ideal. You also need to remember that Single-Keyword-Ad-Groups or SKAGS also does wonders for businesses.
Steering clear of negative keywords
Don’t get us wrong, choosing the right keywords is essential. Adding negative keywords, however, lets you rule out specific terms unrelated to your services or your business in general.
The important thing is to look for search terms that are triggering your ads to pave new ways for fresh negative keywords. If for instance, you notice that when your keywords trigger your ad for searches such as “24-hour plumbing services” but your office closes at 5 PM, you can include “24-hour” to your list of negative keywords. Doing so eliminates ad spend wastage from irrelevant clicks.
You don’t have relevant landing pages
It’s not enough to simply link an ad to your homepage. Doing so will drive your leads to a destination that doesn’t match the offer from the ad, which may lead you to lose potential customers.
These are just some of the most common AdWords mistakes, and the best way to find out if you are making the same errors is to have an expert audit your website. If you find you have made any of these mistakes, don’t feel discouraged – a professional will know how to correct such mishaps.