The 10 Biggest Mistakes when Using Google AdWords with Links
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About Me
Elijah Litscher
The Loop Marketing Inc
Individually and Agency Certified Google AdWords Partner
About Google AdWords
• Google AdWords
• Push vs Pull
About The Loop Marketing Inc
• Services include:
• Website Design
• Website Improvement and Redesign / User Experience Improvements
• Search Engine Marketing with Pay Per Click
• Getting Websites Found in the Free Organic Listings
• Social Media Experts
• EMail Marketing
• General Online Marketing Strategy Creation and Consultation
The Loop Marketing Incwww.TheLoopMarketing.com
1016 W Jackson Blvd, Chicago, IL 60607
(312) 569.9449
The Golden Equation - Ad Rank
• The Quality Score
• expected clickthrough rate (CTR), ad relevance, and landing page experience
• https://support.google.com/adwords/answer/140351?hl=en
• Cost per Click Bid
AD RANK = QUALITY SCORE X CPC BID*
*Now adds “the expected impact from your ad extensions and formats.”
https://support.google.com/adwords/answer/1752122?hl=en
Mistake #1 Not Starting with a Set of Goals
• Define your conversion, assign a value if possible, and
then create goals around these (increase traffic?
Increase email signups? Increase White Paper
downloads?)
• SMART goals are: Specific, Measurable, Achievable,
Realistic and Timely
• Use Google Conversion Optimizer
• https://support.google.com/adwords/answer/2471188?hl=en
Mistake #2 Start Small
• More budget at first means you can find what works
faster and spend money where it counts
Mistake #3 Letting Google Choose Your Settings
Automatically
• Big Mistake.
Mistake #4 Too Many Keywords / Too Broad / No
Negatives / Not Advertising Under Your Business Name
• Keyword Match Types: Broad, Phrase, Exact
• Broad Modifier
• https://support.google.com/adwords/answer/2497836?hl=en
About Negative Keywords
• Common negative keywords include “jobs” “training”
• Important for B2B vs B2C
• https://support.google.com/adwords/answer/2453972?hl=en
• Tip: Use Search Terms>All to find poorly performing
keywords
• https://support.google.com/adwords/answer/2472708?hl=en
Mistake #5 Don’t Organize by Adgroups
• Campaigns = control budget and geography
• AdGroups = control ad targeting (and are helpful for
measurement)
• Match ads with AdGroup Content
• Try Index Card Method
• https://support.google.com/adwords/answer/6298?hl=en
Mistake #6 Use Only One Ad
• A/B Testing - Google does this for you BUT you may
want to do it yourself
• Create Separate Mobile Ads
• 93% of Mobile Searches end up making a purchase
after doing a search on a mobile device (Wordstream
2013)
• https://support.google.com/adwords/answer/2385204?hl=en
Mistake #7 Automatically Put Your Business
Name in the Headline
• Keyword appears in bold in Ad headline, text, and URL
• Some other ad tips from Google:
• https://support.google.com/adwords/answer/1704392?hl=en
#8 Don’t Use a Call to Action
• Ad text space is tight, but if possible add benefit
statements
Ad Extensions
https://support.google.com/adwords/answer/2375499?hl=en
#9 Send Visitors to Your Home Page
• Landing pages speak directly to searchers
• https://support.google.com/adwords/answer/14086?hl=en
#10 Click on Your Competitors or Search for
Your Own Ad Every Day
• You are actually helping THEM!
• Instead use the Ad Preview Tool
• https://support.google.com/adwords/answer/148778?hl=en
Ad Preview Tool
#11? Settle for Status Quo
• The environment can change quickly
• Competitors
Should you do Google AdWords?