If you’re running AdWords campaigns for your business you already know it can be expensive. At the same time you have to have exposure there, especially if you’re in a competitive market.
While many businesses have tried running AdWords, many have failed. Some have even said that it doesn’t work. The problem is that many businesses don’t know the basic rules of how to optimize. Here are three of the most common mistakes I see that are very simple to fix.
1. AdWords Extensions
Every few months AdWords adds more extensions to their campaigns. These extensions allow you to add your location, phone number, any reviews you may have. Other extensions also allow you to take up more ad space and help your ad stand out more. So far, most of these extensions have proven to increase your CTR. The higher your click through rate, the more clicks you get.
2. Location Targeting
AdWords has different levels of targeting. While it’s cool to show your ad in California, it doesn’t make sense if your business and your clients are in New York. Most local businesses really shouldn’t be promoting outside of their 20 mile radius. Set your location targeting to radius and set it at a distance from your business you believe your clients are willing to travel from.
The only exceptions are businesses that provide higher cost services where it’s reasonable to expect that a client may actually visit. In that case, those keywords that are combined with the name of the city or region can be placed in a campaign targeting a larger area.
3. Mobile and Desktop search work differently.
Both campaigns should be setup differently. That way you know which type of device is working better for your business. If you are targeting mobile, you should have a mobile optimized site and a call extension. As of this writing, Google has also enabled Call-Only ads. These ads allow you pay just for phone calls for the keywords you’re bidding on.
4. Ad Scheduling
It doesn’t make sense to have certain types of ads running when no one is ready to attend to them. It’s been proven that if you don’t get in touch with someone within the first five minutes of them filling out a form you are 70 percent less likely to get in touch with that person.
If you are more focused on phone calls, it would only make sense to have a person available to not only answer the caller’s questions, but set the appointment properly.
If you’re business is closed on a Sunday, and no one is tending to your leads, you are probably throwing away money.
These are changes you can make right now. You’d be surprised at how much money you may be losing right now by not focusing your marketing efforts on the right things.