Google AdWords is a powerful marketing medium with a potential to drive a high return on your investment. Getting started is the easy part. But creating a profitable campaign is an entirely different story.
The good news is that you only pay for each click your ads receive but these costs can quickly add up if you are inexperienced with AdWords. Before getting started, it helps to know some of the most common mistakes that advertisers make.
Here are three PPC mistakes to avoid at all cost.
1. Not Optimising For Quality Score
Quality Score matters.
A higher bid does not necessarily mean your ads will show up higher in the results. Numerous factors from how targeted your ads are to click-through-rates impact the Quality Score of your campaign which also has a direct effect on rankings.
What this means then is that you could be paying less per click and still rank higher than your competitors if you have a good Quality Score. Optimising your score can save your campaign a lot of money.
2. Not Focusing on Keyword Search
Proper keyword research cannot be stressed enough. Equally important is creating relevant keyword groups for each of your ads. Common mistakes to avoid include:
Targeting broad keywords: Targeting broad keywords may generate more traffic to your ads but the conversions are also likely to be much lower.
Not using negative keywords: Always include negative keywords to improve the relevance of your campaigns. This also helps to filter irrelevant clicks.
3. Not Optimising Landing Pages
Split testing landing pages can improve conversions and result in a higher return. This involves creating an entirely new landing page, sending equal amounts of traffic, and tracking the results. The page with lower conversions gets dropped and a new page gets created.
Sending traffic to a single landing page is a costly mistake.
New pages should be created for each keyword group to improve relevance and increase conversions. This involves a great deal of effort but is well worth it.
PPC is highly effective for generating targeted traffic to your landing pages. The best part is that you can get started with a new campaign in a few hours. But be sure to avoid these mistakes if you want to maximise profitability.