| 10 Worst AdWords Campaign Management | | | | campaign. Let's say that you were a sporting goods |
| MistakesOn today's highly competitive Google | | | | store, start by grouping all ads targeted towards |
| AdWords pay per click (PPC) search engine, it is now | | | | hockey skates into a single Ad Group. You would then |
| more important than ever to ensure that your PPC | | | | create another ad-group which would be targeting |
| campaigns are optimized to their utmost potential. You | | | | hockey sticks and another containing hockey gloves |
| should be achieving maximum return on investment | | | | and so on. By organizing your ad-group structure in this |
| (ROI) for the keywords or phrases that are most | | | | manner gives you the ability to create in-depth reports |
| relevant to your business and are most likely to | | | | on the performance of each ad-group.Utilizing Single |
| provide you with targeted traffic to your website. With | | | | CampaignsOnce you have your Ad Groups sorted out |
| ever growing cost-per-click (CPC) prices throughout | | | | into easy to identify categories you may then move |
| the various PPC search engines it is essential that you | | | | on to the next step of creating relevant campaigns. |
| avoid certain mistakes that will undoubtedly result in | | | | From the example above you have created Ad |
| poorly performing PPC campaigns.The Mistakes to | | | | Groups containing separate products of hockey |
| Avoid | | | | skates, sticks, gloves etc. Now it is time to create a |
| | | | container for all of the Ad Groups into one campaign |
| Long list of less than targeted keywords | | | | entitled "hockey equipment". You would then repeat |
| Not identifying unique aspects of your product or | | | | the process creating Ad Groups for tennis, one group |
| service | | | | for shoes one for racquets etc and then once again |
| Lack of keywords in your ad text | | | | you drop them all into a single campaign entitle "tennis |
| Directing users solely to your home page | | | | equipment". Having highly organized campaigns is the |
| Creation of single Ad Groups | | | | key to determine which ads are creating the optimal |
| Utilizing single campaigns | | | | conversions.Using Broad Match OnlyWhen you do not |
| Using broad match only | | | | take advantage of the phrase matching options that |
| Failure to optimize Ad Serving for your ads | | | | are available to you chances are you are missing out |
| Not tracking results | | | | on potential customers and creating a higher CPC. |
| Entering the content network without modifying bids | | | | Broad matches are usually less targeted than exact |
| | | | and phrase matching. Broad matching is the default |
| Long List of Less Than Targeted KeywordsWhen | | | | option your ads will appear for expanded matches |
| you first set out to create your AdWords campaign it | | | | such as plurals or relevant keyword variations. When |
| is of utmost importance that you do not go "keyword | | | | utilizing phrase match your ad will appear for search |
| crazy", what this means is that you must not create | | | | terms in the order that you specify and sometimes for |
| long lists of irrelevant and generic keywords. For | | | | other terms. Exact matching is by far the most |
| example if you were an automotive dealership then it | | | | targeted option to use. You will appear for the exact |
| would not be in your best interest to target the | | | | keyword specified. Negative keyword is also a |
| keyword "truck". The reason being is that the cost per | | | | fantastic option to utilize in order to specify which |
| click (CPC) for such a generic keyword would be | | | | keywords you do not want to appear for.Broad match |
| incredibly high when compared to a more descriptive | | | | Default option: |
| relevant keyword such as "T-Z783 Extended Cab". | | | | Blue widgetPhrase match |
| An example of an irrelevant keyword which would not | | | | Surround the keyword in quotes: |
| produce conversions if you strictly conducted | | | | "blue widget"Exact match |
| automotive sales would be "tail light covers" the phrase | | | | Surround the keyword in square brackets: |
| may bring visitors to your website but if they do not | | | | [blue widget]Negative match |
| find what they are looking for when they get there | | | | Place a negative character before the keyword: |
| they will be gone just as quickly as they arrived.Not | | | | -blue widgetFailure To Optimize Ad Serving For Your |
| Identifying Unique Aspects of Your Product or | | | | AdsWhen you take advantage of AdWords Ad |
| ServiceBefore implementing your AdWords campaign | | | | Serving service basically what you will be doing is |
| you must first understand exactly what it is that | | | | showing your most popular ads more often. The |
| makes you stand out from your competition. By | | | | AdWords platform will give weight to ads with the |
| identifying your unique products or services you will | | | | highest click through rates (CTRs) and display them |
| have a lot more clarity on how to rise above your | | | | more often then keywords with lower (CTRs) within |
| competitors and zone in on the keywords or phrases | | | | the same ad-group.Not Tracking ResultsIn order to |
| that are unique to your business. I would recommend | | | | have any idea on your AdWords campaign |
| that you perform an analysis of your competition, have | | | | performance you must be able to see the keywords |
| a look and see what they are doing and which | | | | that work as well as those that do not. Google |
| phrases they are using. After conducting a competition | | | | AdWords supplies a vast array of very useful tracking |
| analysis and after understanding what makes your | | | | tools. Google has also built in to the user interface |
| products or services unique you will be able to come | | | | Google Analytics which is a marvellous web analytics |
| up with a strategy that will topple your | | | | tool that provides you with in-depth reporting on all |
| competitors.Lack of Keywords in Your Ad TextWhen | | | | aspects of your campaign performance. I can not |
| creating your descriptive ad copy it is imperative that | | | | stress enough the importance of creating goals for |
| you find a means to inject your keywords in to your | | | | your AdWords campaign to measure your success |
| title and description while maintaining the delicate | | | | by.Entering The Content Network Without Modifying |
| balance of clarity and relevance. Your ad copy should | | | | BidsWithin the AdWords platform you have recently |
| be tailored in such a way that when read by a visitor | | | | been given the ability to set different bids for the |
| they know exactly what they are getting in to when | | | | content network compared to that of the search |
| they click on your ad, which brings me to my next | | | | network. If you do not set different bids on the content |
| point.Directing Users Solely to Your Home PageTaking | | | | network for certain keywords, you will be paying more |
| the time to decide on which destination URL should be | | | | per click than you should be. After lowering the prices |
| designated to which ad instead of pointing all ads in a | | | | on certain keywords you will notice that the amount of |
| campaign to your homepage is an oversight that I | | | | click throughs that you will be attaining will remain the |
| come across far too often. When you finish with | | | | same as they were at the higher bid.ConclusionThe |
| compiling your list of relevant keywords that describe | | | | purpose for this article was to create awareness for |
| unique products or services of your business, why on | | | | common mistakes and to eliminate frustrations that |
| earth would you then send everyone to your | | | | may emerge when managing Google AdWords |
| homepage and let them navigate through your site in | | | | campaigns. The points mentioned above are compiled |
| hopes of finding what it is that they are looking for. | | | | from management mistakes that I have stumbled upon |
| Instead why not send them straight to the page that | | | | time and time again in hopes to assist you in creating a |
| contains exactly what was described to them within | | | | marketing campaign that will generate dramatic |
| your ad copy. As an example if you were an | | | | increases to the profits of your business.Tyler Huston |
| automotive dealership and your ad contains the | | | | is the founder and CEO of SearchStrategist.com, a |
| keyword "T-Z783 Extended Cab" instead of sending | | | | search marketing firm that provides professional PPC |
| them to send them to of Single Ad GroupsBy | | | | Management, expert search engine optimization, SEO |
| categorizing ads that are targeting related keywords | | | | press release writing and blog optimization services. |
| into a common ad-group will create a much higher | | | | Tyler takes pride in ranking clients from all over the |
| level of control that you have over your entire | | | | world at the top of the search engines. |