In today’s fast-paced digital world, AdWords can be an excellent way to target your key demographic. However, there’s a difference between simply using AdWords, and using AdWords the right way. Used properly, it can be a huge boon for your business; used incorrectly, it’s nothing but a burden on your bottom line. These are the top AdWords mistakes you don’t want to make.
Putting Too Many Keywords in Your Ad Groups
Sometimes, less is more. This is particularly true when it comes to AdWords.
It may seem logical to group as many related – or loosely related – keywords as you can in one ad group to expand your reach, but this strategy can actually backfire. In addition to the challenges involved in writing an ad that targets a dozen keywords, it’s also almost impossible to hone in on your overall message when your attention is so divided. Instead, one keyword per ad group will increase your odds at success. According to one study, a single keyword can improve quality scores and cut costs per lead by 37%.
Skipping Out on Advertising Extensions
In years past, perhaps an AdWord ad could stand alone. Today, however, things are a little different. In addition to the standard AdWord tools, using extensions can help you increase visibility – and click-through rate.
Extensions can embellish your offerings, adding in important details that your ad alone can’t say. Currently, there are nine extension types; while not all of them will be of use to every marketer, you should add as many as make sense. The available extensions are:
- Callout extensions
- Call extensions
- Sitelink extensions
- Review extensions
- Price extensions
- Seller rating extensions
- Message extensions
- Location extensions
- Structured snippet extensions
Failing to Link AdWords to Your CRM
For some marketers, a CRM is little more than a fancy address book, keeping customer information in one convenient place. However, there’s a lot more your CRM can do for you, especially when it comes to furthering your AdWords ambitions.
Linking your CRM with your AdWords account can enhance the insights available to you, helping you to improve your efforts, see what’s working, and, more importantly, see what isn’t. With your CRM by your side, you can explore which keywords are getting the most leads through AdWords – as well as which leads are generating the most revenue.
Not Targeting Effectively
AdWords has come a long way from its early days, and one of its newest tools holds amazing potential: demographic targeting for ads. Like Facebook or Twitter advertisements, it’s now possible to see exactly who is most likely to click your ads, including a breakdown by gender and age, so that you can update your bids accordingly. This essentially takes the guesswork out of your marketing strategy; now you’ll know exactly how to adjust for optimal results.
The recommended formula for your bid modifier involves dividing your demographic conversion rate by your average campaign conversion rate, minus 1 and multiplied by 100. So, for example, if your demographic conversion rate is 27% and your total conversion rate is 22%, your updated bid amount would be 22.7%. If your demographic conversion rate is lower than the total, that can also send a message: it’s time to switch things up.
AdWords can unlock great potential for your business, assuming you’re using it properly. By avoiding these common pitfalls, you can ensure you’re doing what’s right for your company, your marketing campaigns, and your bottom line.
Want to be sure your campaigns are on point? Contact RivalMind today for the best in AdWords opportunities.