Google ads are a popular way to increase sales on your site by directing targeted traffic to your product or service. However, most beginners end up wasting unnecessary amount of cash since are not able to optimize their campaign for maximum profits. Below we have listed some of the common mistakes internet marketers make while promoting their products/services on Google.
1. Using Broad Match Keywords
Since broad match keywords are set by default in AdWords, your selected keywords are likely to match for numerous search terms that you never targeted.
For instance, if you’re a coffee shop owner in Toronto and want to use Google Ads, you may bid on keywords like Coffee Shops in Toronto assuming a user is likely to type such term into Google in order to view your advertisement and visit your coffee shop. But, that might not the case and still, you will be paying plenty of cash to Google to display your ads in the search results.
If you don’t change this default setting, your keyword may actually come up in search terms like how to prepare a coffee, and as soon as it’s clicked, you will be paying for that unnecessary click.
Thus, when creating your ads in Google, be sure to change your match type to either exact match or phrase match. This will ensure the words you add in the keywords list are the ones which you intended to use for your Google ads.
2. Going for sales at the start of a campaign
Another mistake which most beginners make when starting their AdWords project is that they immediately go for sales. In a few industries, this strategy makes sense, however, in most cases, users may not be willing to make a purchase right away. Here, the user wants to make sure your brand is credible enough to make a purchase. If a person clicks on your advert and is directed to a website where they only see a buy button, they have no other option but to click the back button and leave your website without offering your business any worthy info.
Here, an extended sales cycle might prove to be effective.
So, be sure to change your objective from a sale to gathering the contact information of your prospect.
Incentives are a great way to increase trust and loyalty and kickstart your marketing campaign.
3. Directing the visitors to the homepage of a website
Once you decide on your goals in AdWords, you need to send users to a page that matches the users search and makes it as easy as possible for them to convert. All too often I see new AdWords campaigns send users to the home page.
The fact is, your homepage is unlikely to match the search of the user and also it would be almost impossible for you to make sales using the homepage of your website.
Quite possibly, your homepage would list various items that are intended to offer deeper navigation to other pages of your site instead of a conversion. The key is to send visitors to specific sales pages that are optimized for better conversions.