At our Brisbane web design studio, we see many business owners who believe that Google AdWords isn’t the best promotional avenue for their industry, which is a shame because this form of advertising is appropriate for just about every business.
If you don’t believe us, pretend you are a customer and perform an online search for something related to your industry. If you can see your competitors ads on the search engine results pages (SERPs) and they are still appearing after a few weeks or months, then clearly Google AdWords works in your industry.
Common mistakes in AdWords campaigns
The reason many AdWords campaigns fail, causing people to believe that it isn’t successful for their industry, is because of the following common mistakes:
- They use all of their keywords in one campaign with one ad group. This may bring in some traffic, but it will be unqualified and the clicks are unlikely to convert well. You need multiple themed ad groups with themed keyword groups, so you cover the different types of keywords that people will use when searching for your business. Your keyword themes must be relevant across a broad range of keyword searches. One way to separate your ad groups may be by city or state, or perhaps by the service being promoted within those ads.
- Making too many changes to your campaigns. This is a very common problem and leads to business owners believing, mistakenly in many cases, that their campaign is not working. You need to give your campaign time to mature. Making daily changes and constantly tweaking your AdWords campaign does not give you any real indication of whether this particular campaign is a success or failure. That said, it is vital that you actively monitor and adjust the campaign as required.
- They don’t know how to write effective AdWords messages. This is a huge problem for just about all business owners. Writing for an AdWords campaign is completely different to any other form of writing. If your message is not encouraging searchers to click on your ad, it’s easy to believe that Google AdWords isn’t right for your business. It takes skill to write these ads because you have a very limited number of characters to use and you need an effective call to action as well. And testing variations of each ad is paramount, so you need to be able to write the same thing effectively in many ways.
With AdWords campaigns, you will be up against professional marketers who make a living out of managing very successful campaigns, with a high conversion rate. However, it is important to realise that Google AdWords can be a huge benefit to any business, if it is managed correctly.