5 Common Mistakes Companies Make With Google AdWords In Nigeria
You know companies want to make profits by having returns on investment. This is a fact. One of the investments companies make in this modern era is the paid traffic using Google Adwords. It works wonders. However, there are common mistakes companies make using AdWords.
There is no doubt about the efficacy of Google AdWords. You see, given the strength of digital noise today, you should as z matter of necessity expand your online marketing campaigns. A very good way of doing this is to put your message directly in front of your target audience with paid ads.
The above scenario is where Google AdWords become relevant. It is an effective tool in putting your bringing your message to your audience. The other part of the coin is that the fact that it is easy to open a Google Adwords account doesn’t mean it is easy to generate a positive return on investment.
People make think that but it is not true. This is where we look to analyze the common mistakes companies make when using this tool.
The advertisers using the Google AdWords are referred to pay-per-click (PPC) advertisers and the most times start out with good intentions to make money but they are short-changed by limited experience.
Also Read: How to make money with Google in Nigeria
Why do they come against such opposition? Because of the common mistakes companies make in using AdWords. It limits the profitability of their campaign.
Below are the common mistakes companies make when using the Google AdWords. If you are producing bad or lackluster results, you are probably guilty of one or two of them. Read on to find out.
Common Mistakes Companies Make when Using Google Adwords In Nigeria
1. Targeting keywords that are too broad
One of the common mistakes companies make is trying to bid their way to the top spot for very broad keywords. This is prevalent amongst the new companies or advertisers. For instance, a new advertiser using the keyword, “women’s creams” is going to have a very poor result.
You cannot get to the top with that. In the rare cases when they do get to the top, they have to pay heavily for that that it grossly affects their returns on investment (ROI). That is not good for business.
What you should do, however, is to begin your Adwords campaigns with groups of 5-20 long-tail keywords. It will be best you use those you have identified as good from Google Analytics or Google Webmaster tools account.
From here, you can expand to broader keywords when you are sure of a positive ROI.
2. Putting too many keywords in an ad group
Packing too many keywords together is one of the common mistakes companies make in using Google AdWords. It will be ideal to create a unique landing page and PPC or every keyword targeted. This will help your user’s experience to be as laser-targeted as possible.
Unfortunately, that time is a luxury you cannot afford; keep using the 5-10 keywords. This will prevent you from using or forcing too many keywords to use the same ads and landing pages.
3. Running ads on the “search network with display select” campaign type
Google most times pushes this combination campaign type, but the truth and reality are that AdWord’s search and display formats need different advertising methods. It is best to stick to search, display or both, but ensure the ads you create follow industry-accepted best practices for each individual campaign style.
4. Sending traffic directly to your homepage
Sending traffic to your homepage is one of the common mistakes companies make when using Google Adwords. It is expected that every visitor you secure via PP should end up at a landing page.
This landing page is designed to be appealing to his interests and also engaging. Dropping them on your homepage makes them work for the information they seek. This leads to higher bounce rates, missed conversion opportunities and unnecessary ad expenses.
It might take some time and efforts to craft custom landing pages for your PPC campaigns. The results, however, are awesome. Unbounce and leadPages tools make the work easier.
5. Not including negative keywords
Negativity does not help anybody. Certainly, it won’t help you. Here, it can be a good way to convert. Suppose you run a website selling designer women’s shoes. Depending on the match type you use, your AdWords campaign for “women’s shoes” could appear for phrases ranging from “designer women’s shoes” to “cheap women’s shoes.”
Since every click costs you money — and since visitors searching for the query “cheap women’s shoes” aren’t likely to turn into buyers for you — adding the negative keyword “-cheap” to your campaign will keep these tire kickers away.