Pitfalls to Avoid When Writing Effective Google Adwords Ads
When launching Google Adwords campaign on a new niche that reaches out to a specific audience, it’s normal for both beginners and experts in the field of online marketing to experience a certain level of difficulty. Building an ad campaign that will highly perform in the market is very important, aside from the usual market-monitoring and the regular checking of the competitors’ activities. Remember though that this strategy is not hundred-percent fool proof and may bring costly mistakes.
Perry Marshall offers several effective tips, strategies and advice about creating an Adwords campaign that gets results in his book The Definitive Guide to Google Adwords, but many people still make some mistakes when they are conducting keyword research and making attempts to optimize their campaigns.
If your goal is to set up an effective Google Adwords campaign in order to get high-quality traffic, the following pitfalls to avoid should be kept in mind:
1. Creating an ad copy that has no keywords. Never make the mistake of putting the keyword in your headline only, most Adwords campaign managers do this, and they forget to place it within the ad. Bear in mind how the relevance, quality, and quantity of your keywords may affect your ad copy’s performance so be sure to include one or two keywords or keyphrases within your ad.
2. Directing your visitors to your homepage. You’ll generate much more attention and even higher conversion rates if the URL you use in your ad proceeds directly to a landing page with the incentive or promo, and not just your homepage.
3. Using only the ‘broad match’ feature of the Keyword Selector Tool. A general idea of applicable keywords in your niche can be supplied by the ‘broad match’ feature, still, you have other possible alternatives. In the same way, you can use the tool’s ‘phrase match’ and ‘exact match’ functions for your ads and website copy to get quality and intended list of keywords.
4. Using poorly-performing keywords. Assuming that people will be searching for your products or services using keywords you used online may not hold water all the time; hence, you must interpret what your target market’s needs are, though it may take some time to do so. You will need to generate a list of relevant and similar keywords using the ‘synonyms’ feature on the Google Adwords Keyword Selector Tool to drill down search results and optimize your campaign.
5. Introducing your offer in the body copy only. Make sure you emphasize the ‘ultimate benefit’ right away in the headline of your copy. Imagine that your reader/viewer is only reading the headlines; will they be compelled to click on the ad or read the remainder of the copy? Even though Google Adwords ads are only comprised of 3-4 lines, most people scan even these small pieces of copy and will only react when they resonate with something truly amazing or unique your chance to grab their attention lies right in the headline.
