If you are running a Google AdWords campaign and just aren’t seeing the conversion rate you hoped for, you might be falling into one or more of these common mistakes companies make when using a AdWords advertising. Here are five of the most common Google AdWords mistakes companies make and some tips on how to avoid them.
Not Using Ad Extensions
In today’s market, as customers are bombarded constantly by the mundane, a bit of uniqueness goes a long way. One way to do this with Adwords is to use ad extensions. A quick Google search is evidence of this. As a potential customer, notice which listings stand out over the others – the ads that have presence, are personalized, and are directed at giving the customer exactly what they want.
Ad extensions provide presence, authority, and a personalized voice to your ads. Simply adding site links, reviews, and phone extension links not only catch the eye, they also allow your ad those extra bits of info that many potential clients look for. To the customer who is thinking “how can I get the best option right now”, ad extensions can be the difference between your link and your competitors.
Not Using a Landing Page Specifically for Software Development Services
Your homepage may be great, but that doesn’t mean that is where you should direct all PPC traffic, especially if your landing page focuses on a lot more services than just your core offering. No matter how good it is, your homepage will never get conversions like a dedicated landing page will.
Each ad campaign you run should include a dedicated landing page. If you are paying for traffic through a PPC campaign, but aren’t doing everything you can to get the highest conversion rates possible, you are wasting money. And using dedicated landing pages can be one way to measure, test and improve your conversion rates over time. This is true not only for Google AdWords, but for just about any other form of digital marketing as well.
Dedicated landing pages give you a place to promote your special offers or your specific services. That free consultation campaign you are running becomes even more valuable to you when you can use it to gain a prospect’s information. Information entered into a landing page becomes vital information for you or your sales team, allowing you to continually follow up with individuals who have expressed some degree of interest in the services you offer.
Not Monitoring Click-Through Rate and Conversion Rates
At times, AdWords can seem pretty simple, at least on the surface. You pay a small fee every time someone engages with your ad, and then just sit back and watch the clients line up in response. In reality, Adwords is not that simple, and there is no set it and forget it function to ad campaigns…at least not one that offers great results.
Running your campaigns like this is a sure way to spend a lot of money, and see little return. Ongoing monitoring of your click-through rate and conversion rates for a particular campaign ensures you are running the most efficient ads possible.
Are your keywords generating a high click-through rate? If not, it’s likely time to change how you are targeting. Or do you have a low conversion rate? If this is the case, likely your ad is very effective at targeting the wrong people, which is a costly mistake.
Monitoring your click-through rate and conversion rates will help you determine the best course of action. Trying new keywords to see which lead to more conversions can help streamline your campaign, and will ensure you’re not wasting money on empty clicks. Constant monitoring and optimization of your ads will ensure you are getting the most cost effective clicks.
Not Setting a Daily Budget
By not setting a daily budget, you add yet another variable which is constantly in flux to your spending/return-on-investment equation. Setting a reasonable budget based on your estimations of cost per lead, the value of a lead and your conversion rate ensures you minimize unnecessary spending. When setting a daily budget, some important questions to consider are:
- How well does your site convert?
- How much do you value a lead converted through your site?
- How much are you willing to spend to create one lead?
Once these questions are answered, you can use that information to allocate your budget. Where and how you spend your daily budget should be based on which campaigns are successful and where your prospects are in the buying process when they reach your ad in order to get the best value for your ad spend.
Not Properly Investing in Retargeting
Retargeting is one of the most useful tools to increase conversion rates. Retargeting comes into play when website visitors come to your site and leave without taking some desired action, which then tells your retargeting provider when and who to serve your ads to as those people visit other sites online.
Retargeting also generates less of a negative response from consumers than standard advertisements, plus 25% of consumers polled said they enjoyed the ads, as they made them remember what they had looked at recently. When done properly, investing money in retargeting can increase your conversion rate and ROI dramatically.
In the realm of advertising, AdWords campaigns can be real moneymakers, provided you know how to optimize those campaigns. Avoid these common mistakes in your AdWords campaign and you can be sure you are spending wise money on every click.
Having worked as a software developer in the past, Kenton now helps educate software development agencies on how to predictably generate more leads and sales through digital marketing.
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