1. Poor TargetingThere are three aspects to targeting that Adwords users often get wrong. The first is the location of the target customer. This may seem like a simple enough thing. Users often think, “my customers are in Australia, I want Australians”.
2. Poorly Arranged Ad GroupsThe most frequent mistake we see is that advertising groups are not arranged in any manner. Often we will see customers with just one campaign and one ad group, and thousands of keywords lumped together.
3. The same bid for Display Networks as SearchDisplay and search are two very different networks. Someone viewing an ad on a display partner is FAR less likely to be ready to buy than someone who is actively searching, so you should be prepared to bid accordingly.
4. Not connecting Adwords to AnalyticsThe correct, and full, way to connect data between the two can be found here. There is a massive amount of data you are missing out on if you do not. The main thing will be looking at which ad groups are providing the best conversions. You may have set up the values of conversions, but what about seeing the conversion pathway?
5. Not using Negative KeywordsThis has to be one of the biggest causes of useless clicks in the beginning. When you set up any new adwords campaign, do yourself a favour and set up a negative keyword list that you can use on any campaign. There are plenty of open source negative lists out there.
6. Not having a landing page that is specific and allows people to take actionDon’t push people to the front page of your site, it is a waste. Set up a landing page for each product and make an ad group around that.
7. Not tracking conversionsThere are a few clear advantages to this. The first is, obviously, you can see which ad and keyword combination is actually generating customers for you. The second is that, after a while, you can set your ads to run on a bid for conversion basis, where you set the maximum you are willing to pay for a conversion.
8. Not focussing ads on when there are buyers.We recently ran some analysis for a client that found out they were 50% more likely than any other time to have a buyer from Adwords between 10am and 4 pm on a Monday. Friday afternoons, although susceptible to the same number of clicks, were around 30% less likely to be a buyer.
9. Bidding on the wrong keywordsRemember you want to find people that are looking specifically for your product or service. If you are selling accounting services, you don’t want to bid on keywords like “Tax” to target more people. This will give you a lot of clicks you don’t need. Pick keywords that specifically describe what you are selling.
10. Setting a max bid for keywords that is too highMost keywords will be available for a lot less than the number one spot. When you first start, you want to get as many keywords and ads running at the same time. If you bid too high to start with, your budget will run out on clicks that may not convert first time around.