WHY PEOPLE FAIL AT ADWORDS
I wanted to let you in on an article I have just completed - I call
it, "the most underrated reasons that people fail at Adwords". This
certainly is not a conclusive list, but time and time again I find
people make these mistakes, and I don't want you doing the same.
Some of you might already be "certified Adwords pros", and some
might be complete newbies. In any event, the principles apply all
the same, and I am sure you will get something from this. Writing
it made me realize that I was guilty on several fronts. Anyway,
enjoy...
Using Google's Adwords as a means to promote your Web site and
products is a great way to become visible to Google quickly. Many
find it a little too complicated and too costly, so they may be
prone to stop a little too quickly.
It is possible that many of these had dreams of making thousands of
dollars overnight, and just gave up too fast - but it was a little
too soon. By taking a little more time, and with a more realistic
attitude, you too can make a profit by using this great advertising
program. Here are some tips to further enhance your Adwords
campaigns, things that you should be doing as part of a long term
mindset, but you probably aren't.
In fact, I would wager one of affiliate checks on the fact that you
are guilty of at least one of these mistakes.
1. SEO Optimization
The only reason that anything at all needs to be said about this
here is because many who run Adwords campaigns do little to
optimize their Web pages because they think it does not matter if
you are using Adwords. It seems to me that anyone who thinks that
is missing the point. Are you not using Adwords to make money? By
using SEO techniques on your Web page, you can definitely get more
traffic through other means, and, it seems to me that the real game
is all about targeted traffic and how much you can get. Also, by
using SEO methods on your Web pages, you also can get more traffic
- for free.
Anyone using Adwords as a medium needs to invest a little time each
day building their organic rankings at the same time. You will
thank me down the line.
2. Selectively Limit Your Keywords
If you have been using Adwords for some time now, then you know
that by using too broad of a search term money gets wasted real
quick. These terms can and should be narrowed down to enable you to
eliminate non-productive clicks that really will not produce sales.
This can be done two ways:
- By using exact match search terms
Eliminating some of the broad search keywords allows you to get a
higher ROI (Return Of Investment) and a more focused audience. By
using more broad terms you are competing with those who can afford
the millions for their advertising campaigns - and it will drain
your bank account before you will ever drain theirs. Unless you
have a very good reason to advertise on the broadest of keywords
(and proof of conversions is the only one that springs to mind),
don't do it. Sure, it will reduce your traffic, but should also
increase your click-throughs which means lower cost per click, and
better return on investment.
- By using negative search terms
This is where you can eliminate those unwanted keyword searches
that may overlap your own. For instance, if you sell desktop
calculators, then you may want to eliminate searches looking for
"calorie calculators," "retirement calculators," "currency
calculators," "mileage calculators," etc. This would reduce a more
general (and non-interested) traffic flow, but will definitely give
you a more targeted traffic. A great way to find these negative
keywords is to use Overture's suggestion tool (the most obvious
negative keyword is "free" - unless you have some reason, you don't
want people searching for freebies clicking on your ads and costing
you money).
3. Fine Tune Your Ads And Web Pages
Many ads used on Adwords - to put it as plain as possible - do not
make me want to see what they offer. Your ads need to grab the
attention of those that read them. If it does not grab your
attention - need any more be said? Then, when they get to your Web
page, what will your potential customers see? Again, does it grab
their attention? It should at least be pleasant to look at. Be
willing to change your ad and try new wording. If one ad does not
work after a day or two, change it by either modifying a word or
two, displaying a different URL, capitalizing some words, etc. If
you have trouble making good headlines on your own, there are free
headline generators online. The two biggest hurdles with Adwords
are 1) will they click on your ad 2) will they stay for more than a
few seconds.
If they click and then leave, you in a far worse position than a
webmaster who can keep the visitors, but cant get the clicks.
Remember that those clicks are costing you, and if you aren't
seeing conversions look at the top of your web page, "above the
fold". Chances are, you aren't keeping them there long enough:
first culprit - your headline and lead paragraph.
4. Use Tracking Codes
When you begin to see profits from a Web page, it is then time to
refine it so that even more customers buy. Google supplies an
Adwords tracking code that will enable you to see all you need to
know about the financial aspects of your campaign. With each change
of your ad that you make, you can measure just how profitable it
is, and can then improve it even more.
If you are an affiliate, ask your merchant to add your conversion
code to your web page. And stay alert for any merchant who appears
to fall down when it comes to these underrated basics of Adwords.
Click through rates are important - but they are part of a bigger
picture. Don't forget that.
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