Here are three Google AdWords mistakes we want you to stop making right away:

#1: Stop Wasting Clicks

When you’re advertising on Google, you’re paying for every click that comes to your website. So, if you’re attracting the wrong kinds of visitors, you’re spending money to bring in viewers who are never going to be customers. Why waste a portion of your budget showing your ads to those who aren’t interested? That creates a drag on your bottom line that’s hard to overcome.

The best way to avoid that is by tightly focusing your AdWords campaigns, and using negative keywords that stop your ads from displaying when searchers use the wrong kinds of phrases. Additionally, you can write your ad copy in a way that appeals to your target audience while discouraging clicks from those who aren’t likely to do business with you.

#2: Stop Treating Every Customer the Same

The bigger your ad groups are, and the more general your landing pages seem, the less likely it is they’ll appeal to any particular type of customer. Smart advertisers know who their most important buyers are, and tailor individual campaigns – down to specific ads and landing pages – to ensure that buyers see the messaging that’s most likely to convince them to buy.

If you are lumping all customers together, you’re missing out on bigger opportunities, and it’s probably costing you lots of money in missed conversions. Don’t assume that every customer wants the same thing. Discern what you can about their identity and intent from the keywords they search, and then adjust your ads and landing pages to reflect the ideas that are on their minds. The more tightly you focus your ad and the landing page combinations, the better your conversions (and ultimate ROI) are going to be.

#3: Pay Attention to Conversions, Not Clicks or Ad Positions 

Ultimately, search marketing is all about turning people who are looking for information into customers for your company. That’s obvious, but it’s something business owners and marketers occasionally forget.

The reason is simple: it’s easy to become obsessed with clicks and bid positions, even though neither of these is nearly as important as actual sales. In many cases, keywords that don’t attract as much traffic might lead to more conversions, and bidding a lower amount for a particular phrase can yield more efficient results. Don’t become too attached to or distracted by statistics that amount to activity when what you really want our profitable results.

Google AdWords can be fast, efficient, and effective… or it can be expensive and frustrating. If you aren’t avoiding the major mistakes, then you can be sure your campaigns are costing you a lot more than they should. Let’s make 2016 the year you get the maximum value from every dollar you spend on search marketing and see your business grow!

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