Google Adwords have become a mainstay of digital marketing. They’re an amazing way to drive interest in your product and traffic to your site. When done properly, Adwords can be used to supercharge your online presence and bag customers.
But the truth is that many companies aren’t using them correctly. In fact, there are a lot of mistakes being made in the world of Google Adwords right now, according to pcworld.com. Here’s where companies are going wrong and what you can do to avoid the same pitfalls.
Failing To Test Optimal Ad Position
Most companies assume that the best place for their ad to appear is either at the top of the screen or the top of the list. After all, these are the most sought after places to be. And, more importantly, these are the ads that get the most clicks.
But, as always, the truth is a little more nuanced than that. For starters, the people clicking on the top ads might not actually be interested in the product to which the ad links. A lot of the time, the top ad gets clicks because people are click-happy. That then opens up the possibility that you can get better results by appearing lower on the list. It seems counterintuitive, but when you think about it, it does make sense. Customers who aren’t particularly interested in what is being advertised will just click the top ad. But clients who do intend to buy something will usually spend more time reading all the ads. And that means that ads lower down the list can often attract higher quality visitors.
Not Segmenting Ads
One of the biggest mistakes that companies make with AdWords is not segmenting their market. Often companies don’t target their ads at a particular group of keywords. Instead, they’ll simply spam all their customers with the same generic ad. Clearly, getting the most out of AdWords requires that you use all the information that you have available to you. And that means that it’s essential you target ads based on the keywords used by customers.
Using Google Adwords properly requires a degree of technical knowledge to get right. It’s worth consulting with somebody who has expertise in the field so that you don’t end up wasting your time and money. There’s more information on finding an AdWords consultant Riveronline.com.
Failing To Use Exact Keyword Matches
Adwords allows you to match keywords to your ads in three different ways. The first is broad matching. Here AdWords pairs up your adverts any time your keyword or a related keyword is used in a search. The second is phrase match. Here the customer has to type in an exact phrase for your ad to appear. Finally, there is exact matching. This means pretty much what it says. Customers have to type in the exact text you used in Adwords.
So you might ask; why does any of this matter? Well, it matters depending on the kind of product you sell. If you sell a particular niche product, you’ll want your keywords to precisely match your product. If you sell a more generic product, you’ll probably want to use broad matching. But just be wary, broad matching is less likely to lead to conversion.