It is true. We learn from our mistakes – if we are smart enough to course correct. Yet learning from our mistakes can cost us in money, time, and reputation if you are accountable for the performance of marketing decisions in business.
Here are ten mistakes to avoid when managing your AdWords – whether you are doing them yourself or deciding to work with an agency,
SKETCHY ROI CALCULATIONS
Whether you are focused on providing a service, product or combination of both to customers, all businesses want a positive return on investment.
Knowing how to calculate your return on investment is an essential part of setting up a successful Adwords management strategy for any business. When you are starting, the critical element is to do a deep dive on your cost of goods sold. It enables you to work out whether advertising spends that you are committing for a product or service is going to produce a good result.
Google Adwords uses the following calculation to work out ROI.
ROI = (Revenue – Cost of goods sold) / Cost of goods sold
The closer you can get to an accurate cost of your goods or services, the better. Take into consideration labour, materials, overheads and the time associated with the acquisition of your customer to get a real cost. It may take a little bit of time and effort to get this sorted out however this is a good area to focus on to set yourself up for success and to know which products or services in your business make the most sense to promote.
LACKING CUSTOMER CLARITY
Without customer clarity, your Adwords management strategy will end up being more of a scattergun approach. It’s easy sometimes to feel that every person needs your product or service; however, the more you can zone in on a specific customer avatar, the better. Answering the following questions helps.
- What problem you are solving for your customer
- What search terms are used to find a potential solution to the problem
- What qualitative and quantitative data do you have including demographics, psychographics, behaviours and interests
- Is the goal to reach new or existing customers
It’s also useful to know what stage of the buyer journey your ideal customers are at, which leads us to the next point.
CHOOSING THE WRONG ADWORDS CAMPAIGN STRATEGY
Solid AdWords management requires selecting the right campaign strategy for your marketing goals.
Marketing goals include:
- Lead generation & list building
- Driving website traffic
- Product and brand consideration
- Brand awareness and reach, and
- App promotion.
Certain Adwords campaigns suit different business goals.
For example, if you are a brand new business, choosing a brand awareness goal is more suitable. The Google Display Network to get your brand and your products in front of people before they have started thinking about buying.
SELECTING INCORRECT KEYWORD STRATEGIES
Strong AdWords management requires selecting the right keyword match type for your campaign. Match types include
- Broad match (words feature in the search)
- Phrase match (close variations in the search)
- Exact match (exact search)
Why is this important? The wrong match strategy can cost you money and be out of alignment for your marketing goal. An exact match such as Shimano Tiagra fishing reels in Brisbane indicates the prospective customer is in the decision-making mode, as opposed to “best fishing rods for Black Marlin” which can indicate consideration mode.
KNOWING YOUR FISH, BUT NOT YOUR HOOK
Stepping our fishing analogy along, your fish is your customer, and you are aware of who they are and where you can find them. Just like fishing lovers in Brisbane, a solid AdWords campaign needs a solid ad creative. An excellent hook in your copy is part of getting your customer’s attention.
Ask your prospective Adwords management agency about their creative process, and for examples of successful copywriting hooks.
NOT TAKING ADVANTAGE OF AD EXTENSIONS
Within Google Ad campaigns, there is the option to utilise ad extensions. They work to fulfil key customer goals by making it easier for a customer to make a decision. Examples include getting people to your physical store or getting them to your website.
NEGLECTING NEGATIVE KEYWORDS
When you speak with your AdWords partner, ask what they would recommend for negative keywords. This can help to disassociate you with certain search terms to help you get the right customer clicking – ones more likely to need you, as opposed to ones who may not be a good match.
Removing broad search terms which may generate clicks, but not conversions, helps you get a better ROI on your ad campaign.
FOCUSING ON BID AMOUNT OVER QUALITY SCORE
Good news for your Brisbane business choosing AdWords, is that Google uses a quality score. It’s not just the keyword bid amount, but also your ad creative and the relevancy of the landing page when your customer clicks through.
The quality score helps to even the playing field between big and small businesses in a competitive keyword area. Like you, Google wants happy customers.
CHOOSING AN ADWORDS MANAGEMENT AGENCY BASED ON PRICE
Due diligence is essential when deciding to use an agency. Consider the importance of location, certification, track record, familiarity with your industry and target customer as part of your Adwords agency assessment criteria.
Next, review their contract terms. Look at whether it is performance-based and the customer relationships management process before signing.
Google award partner and premier partner badges based on specific criteria, so if you are looking for help to succeed, these badges are a good confidence indicator.
If those badges are present, have a robust conversation about their process.
FORGETTING TO OPTIMISE
A “set it and forget it” approach to google ads (or any other digital advertising strategy) is a great way to spend money, and not get the best return.
Optimising your AdWords campaigns means monitoring and tracking performance to find the digital sweet spot. This takes time for businesses. Look at the optimisation process and how changes will be communicated to help deliver a successful ROI.
Partnering with an expert Digital Agency who is a good fit for your stage of business is a great next step. If you would like to shift your AdWords game to the next level, reach out to a Google Premier Partner Agency today.