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1. Not Telling your USP
Why would they click you over the other Google Ad choices? Why would a customer click your ad over the organic search results?
Be succinct about your business or campaign’s unique selling point. Are you offering free shipping? Are you holding an amazing, limited time offer sale? Why is your product better than your competitors?
Here are a few USP examples with the keyword “shoes”: offers “100 Day Free Returns”
Shoedazzle offers “50% Off Your First Order”
JustFab offers free shipping, and one price for all pairs
2. Not Setting up a Budget
I’ve seen a lot of small businesses with a laissez-faire attitude towards limiting their online ad spend. And it makes me cringe! They don’t understand the rationale for planning out costs in conjunction with other ad spends and promotional activities, or they simply get confused about the cost-per-keyword and the Google bidding process.
Don’t be one of them.
It doesn’t matter if you’re a one person business with limited resources for ad strategies or if you’re a sophisticated marketer for a large company, be sure you know your Adwords budget and stick to it.
If you don’t have a budget - well, chances are you’re not going to be in business long!
3. No Campaign End Date
Ok, even if you’re a newbie to Google Adwords, you really should know this one. Always plan your campaign start and end date.
Advertising costs money. (See above)
Determine your ad campaign objectives:
Are you marketing a sales promotion?
Do you need conversions for an event?
Are you boosting sales for the month?
Create a start end date for each of your ads based on your campaign objectives.
Back in the day it wasn’t so clear. And a lot of businesses threw away a lot of money on this mistake! Now Google, and most good Google Adword providers, make it clear for you to set your campaign end date.
Don’t throw your profits away - set the date!
4. Overcomplicating your Ad
Keep it simple.
To increase your conversions, make your ad clear, and uncomplicated. Your potential customer judges your ad copy in about a half second. Make it easy to understand, and you’ll get their attention for a second or two longer.
Here’s a few simple, straightforward examples of ad copy. Customers can clearly understand the deals being offered by the two companies for the keyword “watches”:
Don’t make Google Ads that include all of your products. Keep it simple and targeted to increase conversions for each of your ad group campaigns.
Keep your Display URL simple - even if the landing page you direct to has a long name.
5. Not Including a Keyword in your Ad Copy
Always include one of your main keywords in your ad copy or header. Google ranks ads based on search matches. The more your ad matches the keyword search, the higher Google will rank your ad.
So, if your keyword is highly competitive, such as “watches”, and you don’t use the word “watch” in your ad copy or header, your ad is likely not going to be one of the top displayed.
Check out how many times these top three ads use the word “watches”.
Special thanks to an authot: Krista Bunskoek
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