8 Tips to Avoid Costly Mistakes When Managing Your AdWords Account

Rod Jacka - Tuesday, January, 24, 2012

“Simplicity is the ultimate sophistication” – Leonardo da Vinci

In this article we explore a few pitfalls to avoid when planning online marketing campaigns.

1. Be Strategic

Figure out what your online goal is before you plan the AdWords Campaign. The page where your visitors will land needs a defined purpose. That might be a

  • Quote Request,
  • Contact Us form submission,
  • Shopping Cart purchase or
  • Newsletter signup (as examples)

2. Keywords

The keywords you wish to bid on have to be popular with Google and the public. Well known industry jargon does not necessarily make for a useful keyword list. Satisfy yourself (get expert help if necessary) that the public does indeed search on the terms you think they do – before building the page

3. Weigh up Cost versus Return

The price of a click varies widely from one industry to another. Find out what the price of a click in your industry is and then set yourself a realistic budget – for both *daily spend and *monthly spend. If you can’t responsibly afford to buy say ten clicks/ day at the market price, it may be wise to either postpone until you can, or explore other forms of media

4. First impressions

Industry insiders say you have a window of around 5 seconds to capture your visitor’s interest before they move on. Ask a stranger (rather than staff members) to road test your page. If they aren’t clear in less than 8 seconds what they’re being asked to do on that page, you may have a problem.

5. Which business model?

Be flexible and willing to tweak your battle strategy, as the market dictates. Perhaps you chose a shopping cart purchase as your online goal earlier. How will you respond if your AdWords is not generating online sales, but is making your phone ring with enquiries? Could your business be better served by a campaign which aims to generate leads by phone or email, rather than online purchases?

6. Simplicity

Avoid the clutter and try to build a page around just one theme. The page needs adequate, unique content (around 150 words as a guide) and this applies to dynamically created shopping cart pages as well

7. Know your competitors

If time suggests that people are visiting your e-commerce site on the right keywords, but not buying anything, could it be that the opposition is stealing your thunder? Is your pricing and service equal to –or better than – your online competitors? People shop around online just as they do in malls. And price comparison is much easier online!

8. Hometown advantage

Whilst not a certainty, it’s possible that competition in AdWords will determine that your budget won’t stretch as far as you’d hoped. If this eventuates, be prepared to campaign in a smaller radius first, and then later expand to State-wide or Australia-wide when your model is proven


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