Whatever your level of expertise is, whether you are a first-timer or an expert in online marketing — building a Google Adwords campaign definitely comes with it several challenges particularly if you are to work on a relatively new niche. While you can spend hours monitoring the market and seeing what your competitors are doing, the real lessons are learned when you create an ad and then focus on optimizing it for performance. Remember though that this strategy is not hundred-percent fool proof and may bring costly mistakes.
Conducting keyword research and optimizing ad campaigns can create confusion to some but you can get results by following these simple steps and suggestions by Perry Marshall in his book The Definitive Guide to Google Adwords.
When you want to build an effective Google Adwords campaign one that generates a large amount of quality traffic and actually reaches your target market make sure you’re not making any of these five common mistakes:
1. Creating an ad copy that has no keywords. Many Adwords campaign managers make the mistake of only using the keyword in the headline, and then nowhere else within the ad. The keywords used and their relevance are some of the factors that affect the outcome of your ad campaign, so make sure that your ad contains at least one or two keywords or keyphrases.
2. Directing your visitors to your homepage. You will be getting more interest from the viewers and can even have higher conversion rates when the URL you use within your ad goes directly to a landing page with the offer or incentive, and not just your homepage.
3. Relying on the ‘broad match’ function of the Google Adwords Keyword Selector Tool. The ‘broad match’ feature will only give you a general idea of relevant keywords in your niche or market, but you do have other options. Achieving the intended list of keywords that you may use in your ads or website becomes easier with the tool’s ‘phrase match’ and ‘exact match’ features.
4. Use of underperforming keywords. Typically, it takes some time before you gain an exact understanding of your target market’s needs and keep in mind as well that your audience may not be searching for your services or products with similar keywords you use online. In drilling down search results and getting the most out of your campaign, you need to produce a list of similar and other relevant keywords with the Google Adwords Keyword Selector Tool’s ‘synonyms’ feature.
5. Showing your offer only in the body copy. Make sure you emphasize the ‘ultimate benefit’ right away in the headline of your copy. Apply a visualization technique about your viewer or reader looking at your headlines; do they have enough reasons to click through your copy’s content? Even though Google Adwords ads are only comprised of 3-4 lines, most people scan even these small pieces of copy and will only react when they resonate with something truly amazing or unique your chance to grab their attention lies right in the headline.
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