Internet marketers know that AdWords can help them drive quality traffic to their sites. Since AdWords traffic is very expensive, it is also very hard to manage this campaign to get the highest ROI (return on investment). In this post we will discuss the top 8 mistakes people make with their AdWords campaign, avoiding these mistakes will help you get a healthier and much better campaign.
Mistake #1: Negatives
You can’t run a campaign without using negative keywords, negatives are the a major factor in every PPC campaign especially if you are running on broad keywords. Make sure you created the relevant negative lists and apply them to your campaigns, try to avoid putting negative in the campaign level since it’s very hard to manage.
Mistake #2: Search Query Report
Review your search query report on a daily/weekly basis, make sure to include relevant keywords and exclude irrelevant or non performing keywords. You need to manage your keywords based on search term data, for example: if the keyword ‘basketball shoes’ in a broad match type triggered the keyword ‘red basketball shoes’ you need to make sure you are adding ‘red basketball shoes’ to a relevant campaign and creating a specific ad that leads to a landing page that promote ‘red basketball shoes’.
In case you are not offering ‘red basketball shoes’ you might consider adding this keyword to a negative list so you will not pay for people who searching for something you are not offering.
View your Search terms report
- Sign in to your AdWords account.
- Click the Campaigns tab.
- Click the Keywords tab.
- Click the Search terms button.
Mistake #3: Quality Score
Quality score is affected directly your average cost per click (CPC) if your quality score is low you will pay more for each click and if your quality score is high you will pay less. There are many campaign managers who are not giving enough attention to the quality score and they are wrong, you should always look at the quality score and make sure it’s stable and increasing.
Enable Quality score columns:
- Click the Campaigns tab at the top.
- Select the Keywords tab.
- Click the Columns drop-down menu in the toolbar above the statistics table.
- Select Modify columns.
- Select Quality Score.
- To see the current quality score and its component statuses, choose any of the following to add to your statistics table:
- Qual. Score
- Landing Page Exper.
- Ad Relevance
- Exp. CTR
- To see past quality score and component stats, segment by day and choose any of the following to add to your statistics table:
- Qual. Score (hist.)
- Landing Page Exper. (hist.)
- Ad Relevance (hist.)
- Exp. CTR
- Click Apply
Since May 15 AdWords advertisers can now see historical quality score data in AdWords.
To improve your quality score make sure your ad and landing page are relevant to the query people searched for and try to increase the CTR as much as possible.
Mistake #4: Tracking Issue
If your keyword not triggering any conversion the first thing you need to do is to make sure the tracking is working, simulate your conversion funnel on all devices (mobile, PC and tablet) and make sure you are seeing your conversion in your internal CRM and in AdWords account.
Mistake #5: Competitors are better than you
OK, so you found a keyword that spent $2,000 and brought 0 conversions? Or maybe a keyword that located in AVG position 1.5 and the CTR is 0.05%. Check your ad comparing to your competitors, make sure you have a good offering in place comparing to your competitors. Look at the example below:
I’ve seen these two ad while searching for ‘flights to New York’ you can clearly see that Cheapoair.com offering a very strong incentive ($99 Flights to New York) while Newyorkpass.com ad is less aggressive. Also, Cheapopair has been included the actual keyword in their ad line which also might improve their overall quality score and reduce the average CPC.
This is a common scenario where you need to improve your head and stay competitive, do the same test on your keyword start with your high spenders and make sure your ad is relevant and looks competitive comparing to other advertisers.