These days, with almost all of us worshipping at the altar of SEO, Google Adwords is often spurned by businesses as a way of bringing customers to their site. This is a mistake, because Adwords remains the largest Pay Per Click network in the world and if you avoid certain common mistakes, it is still possible to make money and attract customers using Adwords. The most important thing to bear in mind is that as long as Adwords is bringing in more money to your company than you are spending, then it is worth doing. But in order to get to that point you need to avoid the following mistakes:
1. Not planning and setting achievable, clear and strict targets.
This means setting yourself clear goals, whether that be profits, customer numbers, sales or call-to-actions such as telephone numbers to be called or email opt-ins. If you cannot achieve these targets then you need to change your campaign strategy.
2. Advertising that is too generic.
Adwords are all about laser targeted advertising. You are paying for those customers to click through. Make sure they are clicking through to the exact thing they were searching for, not a general product or service. The more precise the thing they are searching for, the more likely you will convert it to a sale. More importantly, make sure you drive that traffic to the sales page for the item, not your home page. Get them to the precise thing they want and then have a single button to click to let them pay for it.
3. Keep Improving Your Adverts.
Make sure you keep testing the title of your adverts and the sales patter to see if you can up the conversion rates. Don’t be afraid to copy some of your competitor’s ideas if they are doing better than you. Most importantly, remember to keep innovating and trying new things.
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4. Use Keywords and Phrases in the Title
Amazingly many people still don’t do this. If someone searches for something and the keyword is in your title it will appear in bold. This gives the potential customer the impression that you have what they want.
5. Have the product name in the URL
If you are trying to sell ballet shoes, have ballet shoes in the URL, not a personalized and irrelevant name like ‘the Pixie Emporium’. They want ballet shoes. Give them a site with ballet shoes in big neon letters right in front of them.
These are all basic steps, but it is amazing how many people don’t try them. If you’re thinking about Adwords then these basic conversion tips should get you started.