AdWords Mistakes to Avoid at All Cost Part Three
Today we round up our look at the top AdWords mistakes to avoid at all cost and this time we’ll be focusing on advertisers who have found some success with PPC, but can’t seem to make it last. Don’t worry if you’re new to AdWords though, because the sooner you learn to avoid these mistakes, the sooner you’ll enjoy the profitable side of paid advertising – and don’t forget to check out Part One and Part two in the series.
Enough with the introductions though, let’s get down to business and take a look at our final set of AdWords mistakes.
Mistake #1: Your timing is off
Timing is fundamental to PPC and it’s not enough to deliver the right message to the right person, you have to get the timing spot on as well. You’ll find searchers are more active and receptive at certain times of the day, days of the week and even months of the year for various campaigns – so get to grips with AdWords ad scheduling.
Then you also need to think how Christmas and other public holidays affect user behaviour, what the changing seasons mean and how your audience’s needs vary throughout the year. There are some campaigns you’ll want to run all year round, but put a strategy in place for campaigns to run on a more seasonal basis too.
Mistake #2: You don’t target users
If there’s one thing more important than timing it’s relevance and you need to create campaigns that are highly relevant to specific users and their needs. Don’t target everyone with your ads, focus on precise user intents and build your campaigns around them.
Don’t end it here though, because you can target users even more specifically by using device and geo targeting in AdWords. This allows you to directly target users based on their location and device and you can even create separate campaigns to target these specific users.
Mistake #3: You don’t test new approaches
You can’t expect to improve your PPC results by trial and error; you need to get your hands dirty with data and test new approaches. Don’t be afraid of the numbers, they’re here to help you and you’ll want to get to grips with data segmentation in AdWords.
This will give you all the data you need to start seeing where your PPC campaigns could improve and test new approaches. Get used to A/B testing your ads, landing pages and campaign settings so you can make calculated changes to improve the overall performance of your PPC strategy.
Mistake #4: You don’t keep up to date with the latest AdWords features
This is one the most difficult traps for your typical AdWords advertiser to avoid, because the changes to Google’s paid ad system come thick and fast. This is where it really pays to have a PPC pro on your side, because they already understand the platform and they can get to grips with the latest features quicker than anyone.
Why is this so important? Because the finest details make all the difference in paid search and the companies that invest to keep up with the latest features get that edge on the competition, while their rivals are still playing catch up.
Mistake #5: You don’t chase up leads
The worst thing for your PPC budget is a user who clicks your ad but doesn’t convert. You pay for the click, but you get nothing in return – not only losing a lead, but slashing your PPC profits in the process.
You don’t need to sit back and let this happen though, because AdWords remarketing allows you to target previous visitors who are 70% more likely to convert. These are users who have already shown enough interest in your brand to visit your page but didn’t convert for some reason. Use remarketing in conjunction with A/B testing on your landing pages and people will not only find it hard to resist your services, but you’ll also increase your profits by chasing up users who weren’t quite ready to commit first time around.
So that’s it for our series on AdWords mistakes, but we’re not done offering up top advice to help your improve your PPC results and overall marketing efforts. So check back with our blog soon and get in touch if you need help anything we haven’t covered today.