Creating an effective Google Adwords campaign can be challenging for both the beginner and the expert, especially if you are just entering a new niche or approaching your target market for the first time. Building an ad campaign that will highly perform in the market is very important, aside from the usual market-monitoring and the regular checking of the competitors’ activities. However, this technique is not free from any lapses or mistakes and can entail loss on your part.
Conducting keyword research and optimizing ad campaigns can create confusion to some but you can get results by following these simple steps and suggestions by Perry Marshall in his book The Definitive Guide to Google Adwords.
When you want to build an effective Google Adwords campaign one that generates a large amount of quality traffic and actually reaches your target market make sure you’re not making any of these five common mistakes:
1. Writing ad copy without keywords. Putting the keyword in the headline and nowhere in the ad is not a good practice and many Adwords campaign managers unknowingly do this. You want to make sure your ad copy is as relevant and keyword-rich as possible, so feel free to use at least 1-2 keywords or keyphrases within the ad for extra benefits.
2. Leading the visitors to go to your page. Much more attention will be given and you can obtain added conversion rates when the URL you use within your ad goes directly to a landing page with the offer or incentive, and not just your homepage.
3. Using only the ‘broad match’ feature of the Keyword Selector Tool. There are other options apart from the ‘broad match’ feature that allows you to have a basic idea on the keywords you can use in your niche or market. In the same way, you can use the tool’s ‘phrase match’ and ‘exact match’ functions for your ads and website copy to get quality and intended list of keywords.
4. Use of underperforming keywords. Assuming that people will be searching for your products or services using keywords you used online may not hold water all the time; hence, you must interpret what your target market’s needs are, though it may take some time to do so. You will need to generate a list of relevant and similar keywords using the ‘synonyms’ feature on the Google Adwords Keyword Selector Tool to drill down search results and optimize your campaign.
5. Presenting your offer only in the body copy. In your copy’s headline, highlight the ‘ultimate benefit’ right away. Form a mental image of your viewer checking your headlines, do you honestly think that the entire content of your copy has what it takes for the reader to go through it? Google Adwords ads usually consist of only three or four lines but most people would run down through these and would only proceed if they find something that catches their attention or interest, your chance lies in your headline as it plays a big role in capturing their full concentration.
