January 7, 2011

Google Adwords can be a great way to get traffic to your site. Unfortunately, most marketers really mess up by not following common Google Adwords best practices and strategies.

Here are 5 Google Adwords mistakes most people can make that can cost you a lot of money.

1) Putting too many keywords into an adgroup.

This can really skyrocket your click costs because there is no way you can place 100 keywords into an adgroup and be specific enough. If you have more then 10 keywords in your adgroup, you need to break them up into smaller adgroups so you can target your Google Adwords better based on what your potential customers type into the search query.

2) Not testing different ads.

This is a horrible mistake because you can easily boost your ad conversion by split testing your ads.  You cannot know what ad is going to convert higher unless you test them. Google Adwords makes it easy to do this, and even the large direct mail companies out there test their ads all the time. Shouldn’t you?

3) Doing poor keyword research.

Google Adwords is getting pricey these days, and doing poor keyword research can really ruin your campaign. Go through all your keywords and ask yourself, “Would my potential customer type this into a search engine?”

This is critical because if you are not getting enough clicks on your ads, Google will lower your ad position since they only want to serve relevant ads to its users.  So you cannot skimp on keyword research as they are the lifeblood of your business.

4) Being in the #1 position of the page.

Many people think that being #1 is the best place to be on the Google search results. However, 95% of the time, this will be more expensive to you, and most of the people who click on these ads are usually “tire kickers”.

The optimum position is between position 4-6–in the middle of the page. By the time they get to your ad, they will have already clicked on the ones above you and your click will be cheaper–and perhaps a better customer.

5) Not driving traffic to a relevant landing page.

Google uses a quality score to determine if the keywords you are using are relevant to the landing page you are driving your traffic. You need to have the same keywords on your landing page as you’re using with your Google Adwords campaign.

Remember, Google wants to bring the most relevant results to its users, and if your landing page isn’t coherent with the keywords you are using, they will lower your quality score. And that means your click costs will go up.

So when creating your next Adwords campaign, don’t make these 5 mistakes. You’ll save a lot of money.

Keep Selling!


Sean McPheat

Internet Marketing Academy

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