Pitfalls to Avoid When Writing Effective Google Adwords Ads
Creating an effective Google Adwords campaign can be challenging for both the beginner and the expert, especially if you are just entering a new niche or approaching your target market for the first time. More often than not, people would allot a big chunk of their time and effort monitoring the market and their competitors, but it’s the creation of ads and their optimization that provide the real essence. Remember though that this strategy is not hundred-percent fool proof and may bring costly mistakes.
Several ways and techniques to developing Adwords campaign that get results are suggested by Perry Marshall in his publication The Definitive Guide to Google Adwords, yet there are still some who commit mistakes when doing keyword research and in attempting to achieve maximum efficiency in their campaigns.
When you want to build an effective Google Adwords campaign one that generates a large amount of quality traffic and actually reaches your target market make sure you’re not making any of these five common mistakes:
1. Creating an ad copy that has no keywords. Putting the keyword in the headline and nowhere in the ad is not a good practice and many Adwords campaign managers unknowingly do this. The keywords used and their relevance are some of the factors that affect the outcome of your ad campaign, so make sure that your ad contains at least one or two keywords or keyphrases.
2. Sending visitors to your homepage. Much more attention will be given and you can obtain added conversion rates if the URL you use in your ad proceeds directly to a landing page with the incentive or promo, and not just your homepage.
3. Relying on the ‘broad match’ function of the Google Adwords Keyword Selector Tool. The ‘broad match’ feature will only give you a general idea of relevant keywords in your niche or market, but you do have other options. Achieving the intended list of keywords that you may use in your ads or website becomes easier with the tool’s ‘phrase match’ and ‘exact match’ features.
4. Use of underperforming keywords. Typically, it takes some time before you gain an exact understanding of your target market’s needs and keep in mind as well that your audience may not be searching for your services or products with similar keywords you use online. In drilling down search results and getting the most out of your campaign, you need to produce a list of similar and other relevant keywords with the Google Adwords Keyword Selector Tool’s ‘synonyms’ feature.
5. Presenting your offer only in the body copy. Don’t forget to accentuate in your copy’s headline the ‘ultimate benefit’. Apply a visualization technique about your viewer or reader looking at your headlines; do they have enough reasons to click through your copy’s content? Google Adwords ads usually consist of only three or four lines but most people would run down through these and would only proceed if they find something that catches their attention or interest, your chance lies in your headline as it plays a big role in capturing their full concentration.