Are you thinking of investing in Google AdWords? If you decided that this would be the best online marketing method for your business, it’s time to see what factors contribute to one’s success or unfortunate failure. In the next paragraphs, I will present the surefire ways to make sure your PPC campaign fails. So, do the exact opposite and you’ll get the desired results.
Mistake #1 : Create A Single Campaign For All Keywords
While experienced online marketers know that this is a capital sin of Google AdWords, there are so many businesses that create only one campaign and AdGroup with all of their targeted keywords. You shouldn’t have more than 10 keywords per AdGroup because you want to advert relevancy.
Having 100 keywords in the same AdGroup make it impossible for you to mention each keyword in the ad copies. Successful PPC campaigns rely heavily on relevance that’s achieved thorough a granular structure of the AdGroup. This will lead to a better click-through rate and an impressive quality score of your list of keywords.
Mistake #2: One Campaign For All Products Or Services
If you want a targeted campaign, this is not the way to do that. On the other hand, when you create one campaign for each of your products you get a series of benefits. You improve your conversion rates by showing your ad only to the locations you are interested in.
You get more flexibility by being able to show your ads only to PC, mobile or tablet devices. Only a part of your products could be. If you create one campaign for all your products, the campaign won’t be efficient because all the ads, including those that are solely for mobile users, will be displayed everywhere. Things get messier when half of your products are for tablet users and the other half are for PCs. If you put them in the same campaign, one half won’t be targeted properly.
Mistake #3: Send All PPC Traffic To The Homepage
If you want low conversion rates and low quality scores, you are doing the right things. However, all the other ones who want to be successful need to send people to the most relevant part of their site. You could even take one more step by creating landing pages for each of the targeted keywords. You design them with a single purpose in mind: tell the visitor why he should purchase your stuff. Give them strong reasons but be credible. I suggest you don’t display fake testimonials of obviously too enthusiastic fake clients. Personally, I don’t buy it.
Daniel Ruyter is co-founder of Alpha Tree Marketing, a pay-per-click management and SEO services provider.
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