Google AdWords is one of the most powerful PR Directors Email Lists advertising platforms available.
To see why, let’s take a look at one of the challenges of outbound marketing. If you are trying to sell someone a high-value item, e.g. a car, you only want to talk to those people when they are in the market for buying a new car. Talking to anyone else is a waste of your money. What is there was an advertising platform where the audience segments itself and you only talk to people asking the right questions?
AdWords users effectively self-segment by the queries that they type into Google so you can ensure that you are only talking to the right people and you only pay for the clicks that you receive, so it drives a response, not just awareness.
But Google AdWords, or Pay per Click (PPC) advertising, doesn’t always work out like this. There are some common mistakes which you may be making in your campaigns, and here are 5 that I see all of the time.
Not checking back:
Digital marketing often allows you to amend a campaign while it is in progress, continually optimising to deliver the strongest results. This is the case with PPC: always put a small amount of time, even 10 mins, in your diary every day to check back on your active PPC campaigns – you will not only see which keywords are performing well, you will be able to fine-tune your bidding as well as keep an eye on expensive keywords before they get out of control.
Not checking the type of keyword match:
Before you make your campaign live, you should understand whether you require a broad or exact match keyword setting. Exact match ads will only appear if the exact phrase (or something very close to it) is typed into Google, whereas broad match ads include spelling errors, synonyms and other related and relevant searches. There is no right or wrong answer, it depends what you are looking for and which keywords you are using. You should also be employing negative keywords which exclude unwanted keywords from your campaign.