Chris Sears

6 Ways Your AdWords Strategy is Failing

Posted by to SEO

Have you tried your hand at AdWords but didn’t get the results you were expecting?

Well, don’t give up just yet!

With 85% of people using the internet to search for businesses, AdWords has immense potential to get your business seen by the right people and to turn those website visitors into sales.

A successful AdWords campaign should expect to receive about ten clicks per day. So, if your AdWords campaign is achieving far fewer clicks than this, rather than simply throwing in the towel, make some changes to your campaign instead.

But why did it go so wrong for your AdWords campaign and how can you fix it?

At Kymodo we have specialists who really know their stuff when it comes to AdWords, so we know exactly what needs to be done to turn a failing AdWords campaign back around. And to help you out, here are a few tips from our very own AdWords specialists on how to fix the most common mistakes.

1.   Not Targeting Specific Keywords

One of the most common reasons for a failing AdWords campaign is having too many broad match keywords attached to your campaign. A broad match keyword is a keyword setting that allows your ad to show when someone searches for that keyword in a phrase or if a variation of that keyword is searched for.

For example, a broad match keyword such as ‘dog’ means that your ad will show up when someone searches any phrase with the word ‘dog’ in it, such as ‘dog toys’ or ‘best dog parks’. Misspellings, synonyms, plurals and relevant variations will also show up for broad match keywords. Therefore, your ad is also likely to show up when people are searching for ‘dogs’ or ‘puppies’.

If you own a dog salon, you don’t want your ad showing up for dog parks or dog toys, so you can probably see how too many broad match keywords can really hurt your campaign.

Instead of using broad match keywords, think about more specific keywords potential customers may type in to find your business such as ‘dog grooming’ or ‘salon for dogs’. You can add as many specific keywords as you like.

Make sure you keep your target audience in mind when matching keywords to your promotion. If you don’t, you could be wasting money on ad clicks that won’t convert. Also, remember that every time your ad is clicked on, you get charged, so you want to make sure that whatever’s being typed into Google is highly relevant to your AdWords campaign.

2.   Not Targeting the Right Locations

Are your ads showing in the right locations? If you’re a small, local business located on Brisbane’s Northside, you probably don’t want to be targeting all of Australia. The entire area of Brisbane may even be too broad for you, so perhaps you’re better suited to targeting postcodes or a particular radius around your business location.

By taking advantage of the full range of location targeting options, you’re more likely to focus your advertising on areas where the right customers for your business can be found.

3.    Running Your Ads on the Wrong Schedule

Many companies opt to run their ad automatically all day, but this may not provide your business with the best value for money. It’s often better to use custom ad scheduling where you can manually select the optimal days and times for your ad to run. For example, if your ad asks people to book a dog salon appointment over the phone, but your business is only contactable between 9 am and 5 pm, it doesn’t make sense to run this ad outside of your regular hours of operation.

Making this setting change is easy to do. Ad schedules can easily be set at the campaign level so that your ads won’t run during times outside of the range you specify. You can also set bid adjustments to increase or decrease your bids on specific days and times.

4.    Poor Budgeting

Perhaps your daily budget isn’t high enough to see a decent result come through for your campaign. Although you want your budget and bid amount to be at a level you’re comfortable with, you also want to make sure that you’re going to get a return on your ad spend.

How much to spend on your AdWords campaign to get the results you desire will depend on the type of campaign, the cost of your keywords and the success of those keywords. If you want to start out small, a budget of about $10 to $50 per day is a great place to start to get an idea of how your campaign will perform.

You also have the option to choose between a manual CPC and an automated clicks bid strategy. Many beginners will often opt for the automated option, however, you’re far more likely to get a better return on your investment by letting a professional undertake a manual CPC strategy.

5.    Sending Traffic to the Wrong Pages

Is your ad traffic being directed to your website’s homepage? This may not be the best web page to be sending them to. When you’re promoting a product or service in an AdWords campaign, ideally that ad should be pointing to a particular page specifically related to that promotion. That way, the page they land on matches up perfectly with what’s promoted in the advert.

For example, if your ad says ‘click here to receive 30% off your first dog salon treatment,’ and the ad directs to your homepage, visitors are likely to be confused. However, if the ad takes them to a page about salon treatments for dogs with a submission form to receive the 30% discount, these visitors are for more likely to convert.

In many cases, you’re likely to get a better result by creating brand new landing pages for each specific ad. Or at the very least, adjust your existing pages so that the content accurately reflects what your ad promises, with all the most important sales messaging as close to the top of the page as possible.

6.    Not Taking Advantage of Ad Groups

One of the most effective ways to promote your products and services is by creating separate ad groups. This is a feature many AdWords newbies either aren’t aware of or don’t bother to use.

Each ad group can be used to divide your campaign up by location, theme or individual products and services, and each ad group targets a shared set of keywords and should have about 1 to 3 keywords allocated to it.

For example, if you have a chain of dog salons across the city, you may want to have ad groups separated for each franchise location. Or perhaps you could separate your ad groups by the services you offer with one ad group for ‘dog washing’ and another for ‘dog grooming’.

There are endless options with ad groups, and they allow you to get really specific with your targeting.

Achieve Success with AdWords

One thing to keep in mind here is that a well-managed ad campaign can be one of your best advertising sources to generate new customers. However, a mismanaged campaign can wind up being a disaster – and a lot of wasted money.

So, if your failing AdWords campaign needs a boost, get our AdWords specialists at Kymodo to turn it back around and start generating a return on your ad spend.

Chris Sears

About Chris Sears

Chris Sears is a passionate web marketing specialist who has helped many businesses grow from Search Engine Optimisation and Adwords Management throughout Australia.