Whether you are managing your own AdWords campaign, or you are outsourcing this to another firm, it is important to know the common pitfalls of AdWords campaigns to make sure you aren’t wasting your valuable marketing budget. According to this recent AdWords conducted by Entrepreneur, there are four common mistakes people make when managing a campaign.
- About 10% of your keywords produce all of your conversions. Let that sink in for a second. That means that 90% of your keywords are just dead weight. They cost you money and give nothing in return. In other words, 90% of your keywords are the freeloading bum my roommates let into our house in my senior year of college. This is a consequence of the fact that most people think too broadly in terms of their audience. They want to reach anyone who could ever possibly be in the market for their goods or services. This may work if you’re a major brand that wants to stay in front of your customers all the time, and have the budget to accommodate that. But, if you’re a small business with limited resources, you want to target only those people who are already at some point in your funnel.
- Roughly half of ads send traffic directly to the homepage. This is a common mistake I see myself, even as a consumer. Folks, if someone is seeing your ad, it should be because they have a specific question and your goods or services are the answer. You need to direct them to the answer, otherwise they are going to bounce. This leaves you paying for a click, with no potential for a sale. It’s absolutely imperative that you direct the site visitor to the correct information to answer their question, so that you make it as easy as possible to buy from your business.
- Tracking is essential to the success of any campaign. While this may seem obvious, website tracking often goes ignored. The audit by Entrepreneur found that you are 17 times more likely to produce a positive ROI if you use tracking. That’s simply staggering. I recently had a conversation with a small business owner who had been running his website without any form of analytics, the entire time. He had no idea where traffic was coming from, and if anything changed he would be powerless to stop it. Don’t let this be you.
- Most AdWords accounts are neglected. Hey, I get it. It takes time to manage your campaigns. You’re in the business of running your business, so every hour you spend on AdWords is an hour you’re not running your business. The audit discovered that fewer than 10% of accounts are optimized even once a week! This lack of time spent actively managing the account is what results in most peoples’ poor performance. Folks, like everything else in life, if you take care of your AdWords account, it will take care of you. It is a proven advertising platform and generates billions of dollars in revenue for businesses each and every year.
As an AdWords account manager, I’ve seen these mistakes myself. People simply don’t have the time to handle every aspect of their marketing, as well as run their business. That is why it pays to hire an external firm to do your management for you. While you are busy running your business, I’m out finding you more business.