The 7 mistakes that lead you to the excommunication AdWords and how to overcome without penance, contrition or regret.
Companies that have gone through our confessional and reveal their sins were already a few in these 6 years of activity in AdWords.
Some had only small patches on their AdWords campaigns. With a few changes to light again immaculate.
But others, most, he made some rather, more of the following "7 Deadly Sins of AdWords"
1. Pride: a demi-god believe
Write a single ad on a user's search on Google is an act of great pride, although we are not aware of it.
means saying "I know exactly what you get and what you need, here it is."
We can not exclude the possibility of clairvoyant with the gift, but the rest of us have no idea, a priori, we have to draw on a sponsored link.
much less than you have to say the landing page to which the clicks are sponsored link.
Therefore, we have no choice but to do tests, tests and see what our customer wants.
addition, we have no excuses. With AdWords and Website Optimizer from Google can be tested sponsored links both as landing pages, at no extra cost, in a simple and scientific.
In fact, Google and all its Olympus (AdWords, Analytics, YouTube, Blogger, GMail ...) compulsively perform tests, both tests split type A / B, such as multivariable. If they, with their immense power it has to rely on the tests ... err
not a sin. Do tests, yes.
2. Greed limit the success a few
If you only do the obvious being deprived of the enjoyment of our products and services to a large potential market.
AdWords is much more than those anuncillos text in Google.
To quote just three of the major opportunities missed by many advertisers:
- Increase the keywords and the number of ad groups with the concept of 'turn the corner'
- Expanding network campaigns content to display ads: static and dynamic banners, videos, etc..
- Open new channels with Re-Marketing campaigns (campaigns targeted to user profiles)
3. Lust: excessive pleasuring
I-me-me-me.
We love to talk about the handsome we look, we are the number one and having the best product / service / whatever market.
But that our customer does not care.
When we search the internet and itchy on the back, does not want to scratch in the foot. Much less scratch us and we will let him watching.
The more we adapt to what you want, the more we are drafting specific ultra-sponsored links and landing pages, get better results. In Google terms, the question is no longer relevant. Google
ate his competition with the relevance concept. If you are the best in relevant, AdWords will serve on a platter to our competition.
4. Ira: no patience
Have faith. Be patient. Everything comes.
Before launching the offensive "AdWords does not work", make the changes needed in your campaign.
At first it is normal not to leave the calculations. The game takes some time to master. But if you applied, you will discover many opportunities for improvement and with the correct settings, you will leave the red.
will also see that some parts of the campaign have no basis, therefore, end up with the bleeding soon. The freed resources will place where more can multiply.
With delicate fine-tuning, systematic, and continuous, ie, optimizing campaigns, we can work the miracle:
- Tweaking cost per click and positions
- Perfecting
ads - Applying matches
appropriate - Creating segmented groups
- Introducing negative words
- Etc.
Once finished the process, we analyze the results and start again. In the worst case optimization allows us to defend the gains. At best, sweeping the competition.
AdWords is not a sprint, it's a marathon.
5. Gluttony: spend and spend without restraint
If we leave, Google swallows and swallows our euros. Unless we act, we will be complicit in the waste.
We can not excuse in the famous phrase of John Wanamaker: "I know half my advertising spending is useless, but the problem is I do not know which half."
With complete traceability allowing digital media, especially Google Adwords, is no longer true. Less
know if it will click in pajamas or dress already, the system lets you know everything, every penny.
But when we say "spend without restraint," we mean more than "no control". We refer specifically to spend freely "as" correct, without looking at the variable or right metrics.
CTR (the number of visits per 100 impressions) is not what you have to look.
Another thousand times more important indicator: the ratio of conversion. That is, the degree to which those visits turn into something profitable, whether a potential customer a subscriber or an order.
Therefore, even before spending money, we must have conversion tracking installed on our website so that AdWords does not lose sight of those clicks and inform us whether converted or not, whatever conversion lens.
Although there is an even better measure, the combination of CTR and% conv.
This data, the final, so we have to calculate. AdWords is almost perfect, but not perfect.
6. Envy: copy the mistakes of others
We like so much what others do we come we copied: same e-mailings, same offers, same messages, same design ... In AdWords also cloning the sponsored links from the rest and their respective websites.
This leads us to commit a new error: do as all and send the click to the wrong page.
This is usually the home or home page, so that the visit is lost among the many choices.
Or a data sheet, so that the user is left cold and homeless among technical data devoid of human touch.
The solution: create 'lading pages' for the click soft landing.
With these pages specifically designed to welcome visitors, we give the necessary arguments, responses and solutions they need to become customers.
Where do you play an AdWords campaign is not only in AdWords landing pages.
7. Sloth: no gigs
Laziness makes us commit many sins, we have just seen, but one that he alone makes us worthy of excommunication direct: to let Google decide for us and have in one campaign networks search and content.
For three reasons we should create separate campaigns:
- The prospect that Google will actively seeks is not the same as reading a newspaper article in a digital and clothing with your ad.
- Adjust costs and budgets is almost impossible if you have it all mixed up.
- There are variables that do not have the same rank position in search in content. If you see half of that variable, how can you decide if it is correct?
Do this from the beginning is a viscous error is pervasive and permanent.
Apart from this error the result of laziness, but we have others that are not sins, they are not venial:
- Install one set of ads: 50, 500 or 5,000 keywords must be sorted into their respective groups of ads, but you end up leaving more groups on Facebook. This requires understanding how the customer buying process and your long tail keywords.
- Keep the same groups in search campaigns on the content: the "copy-paste groups search campaign is as comfortable as wrong. You have to reformulate the search-and create new ones that only make sense in a campaign of content.
- Create generic ads: you may work, but can rather than not. Each ad group, including every keyword requires the specific advertisement. The "one size fits all" does not work.
