Just like everything, Google AdWords also has its dos and don’ts and there are tens of things you need to do and not to do with your Google Ads. Here I’m listing only 7 dos and don’ts for your convenience. These are the basic principles of running paid advertisements.
Dos
1. The Google AdWords Keyword Planner is an amazing tool by Google. If used with patience, it can give some excellent suggestions like long tail keywords that can help optimize your ads. If you aren’t using it, you are missing something very important for your Google Ads.
2. Keyword planner is an excellent tool available for free use and for this reason, it makes sense to take maximum advantage of the tool. Spend some time with the tool researching keywords to find the best keyword phrases for your ads.
3. Set a daily budget for keywords to test their performance and measure their success rate. It will help find the most profitable keywords you can rely on for paid marketing. Also, it will prevent you from overspending on expensive and unprofitable keywords.
4. Focus on re-targeting the visitors that clicked back from your site midway. Spend some time re-targeting the lost sales by creating re-targeted ads with eye-catchy headlines and descriptions that attract the lost visitors.
5. Google AdWords is a great platform for A/B testing that can help in optimizing your ads for higher conversion. Experiment with different ad formats, including long and short, and measure the success of each advert to find the format that gives better results. You will get all possible help in A/B testing from Google.
6. Increase the relevancy of your ads with the search queries of targeted audiences. It is necessary because high relevancy is a guarantee of success. The visitors landing on your site through paid search will be interested in your offer if your ads are relevant to their search queries.
7. Keep one keyword per ad group. For example, if you offer AC services and HVAC services, make a different ad group for each service. Tightly-themed ad groups give better results.
Don’ts
1. Choosing keywords only on their search volume would mean missing other important factors like budget and relevancy. High-traffic keywords are always expensive and more competitive. If a keyword isn’t relevant to your business, it isn’t worth spending money on. You need quality traffic that only relevant keywords can give.
2. Don’t use generic keywords as they won’t send targeted traffic to your site. For example, if you sell cheap fashion jewelry, you shouldn’t use jewelry as a keyword as it will bring everyone looking for gold, diamond, and silver jewelry to your site. You will pay for the traffic that doesn’t convert.
3. Google AdWords tricks users with its popularity metrics to believe that something is wrong with their advertisements. But you should stick to your research and findings on the search queries and use them to evaluate the traffic instead of paying heed to Google’s metrics.
4. Outbidding your competitors will help reach you at the top of the paid searches but you will pay a high price for the top position and more traffic. It is better to stick to your budget and focus on relevancy instead of on competition.
5. Don’t blame your adverts for low traffic and ROI as the fault could be with your landing page. If you aren’t getting the expected results despite using the best keyword and advert, you should try changing your landing page. Design a set of landing pages and try them with your adverts to find the right combination.
6. Don’t forget geo-targeting your ads as it will limit your ads to the areas from where you can get potential customers. Why display your adverts in areas that you don’t serve? You should spend money only on the areas you serve. Also, geo-targeting will increase the relevancy of your adverts, if you use region-specific keywords.
7. Putting all keywords in one ad group could be a costly mistake as not all keywords could be closely related. It is better to keep a keyword per ad group. Or you can keep closely related keywords in one ad group.
Conclusion
Google AdWords is an amazing platform to run paid advertisements. It provides plenty of free tools and ample opportunities to use those tools. If your Google ads consultant can take care of the dos and don’ts of Google AdWords, you can taste success in PPC.
