Google AdWords Secrets & Mistakes to Avoid

Here are some Google AdWords secrets:

Mistake #1

Don’t throw in ‘every­thing but the kitchen sink.’ The siren-song temp­ta­tion is to insert every key­word that could pos­si­bly apply to the busi­ness so that any­one who might ever be pos­si­bly inter­est­ed will enter in one of the numer­ous key­words and dis­cov­er it. Doesn’t a dry clean­er want peo­ple to know it is “eco friend­ly” and “uses green prod­ucts” but is also “same day?” Oh yeah, and it’s a “dis­count dry clean­er” that hap­pens to be “organ­ic.” The prob­lem is that by being every­thing to every­body, you appeal to no one. Instead, pack­age a cam­paign with key­words that tar­get a par­tic­u­lar type of cus­tomers, and then send them to a page on your web­site that is suit­ed to serve their needs.

Mistake #2

Don’t be in-your-face. Peo­ple search­ing on Google don’t respond a lot to over-the-top adver­tise­ments. Nor do they respond to ads that are bor­ing. What is most impor­tant is to use the Google AdWords key­words tool or Word­track­er to fig­ure out the terms prospec­tive cus­tomers are like­ly to use to find your busi­ness, and then include them in the ad head­line. The head­lines might look bor­ing to many peo­ple, but they will be exact­ly what you’re cus­tomers are look­ing for. Then show them the ben­e­fit and pay­off of your prod­uct or ser­vice right away, and you’re on your way to hav­ing an ad with a high­er click-through-rate.

Mistake #3

High click-through isn’t always the best goal. There’s a lot of talk about the impor­tance of click-through-rate. After all, you save mon­ey if it is high­er. But what is the point if the large net you cast doesn’t reel in any cus­tomers? Bet­ter to write an ad that calls out to pre­cise­ly the type of cus­tomer you are look­ing for. If you’re sell­ing “sheep­skin cov­ers for Ford pick­up trucks” that are “cus­tom made,” make that your ad, even if the amount of peo­ple look­ing for that might be low. That way, you avoid click-throughs from peo­ple look­ing for some­thing more gen­er­al.

Mistake #4

Don’t let Google help you. I often hear from a busi­ness own­er who was con­tact­ed by a Google rep­re­sen­ta­tive offer­ing to “opti­mize” his or her ad cam­paigns. In fact, the most pop­u­lar Face­book post I’ve ever put out was when I said, “Have you ever allowed Google to ‘help’ you by edit­ing your AdWords cam­paigns? How’d it turn out?” You can see the fury of respons­es that I got here. I have rarely heard from a client who did not report that this was an unmit­i­gat­ed dis­as­ter. Google AdWords is an amaz­ing cre­ation. But Google’s reps sim­ply don’t know how to build a great Google AdWords cam­paign because they’ve nev­er had their own mon­ey on the line.

Avoid these mis­takes and learn through some tri­al and error, and you will be on your way to an Goolge AdWords cam­paign that pro­duces results.

 

 

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