It’s no secret among marketers, developers, and web professionals that Google’s AdWords platform is a complicated beast. Pay Per Click advertising is a tough game, even if you’re a master of analytics and a genuine spreadsheet genius. AdWords and other PPC platforms aren’t really for beginners, but many people treat them as an easy way to explode their web traffic. Truthfully, AdWords makes quite a few people tear their hair out due to the sheer frustration of making a PPC campaign work out financially. Here are a few mistakes to avoid with Google AdWords, as well as the reasons why you should steer clear of these missteps.
Going In Unprepared
The sad truth is that many individual entrepreneurs and small businesses are lured into the dangerous sand trap of Pay Per Click advertising through free AdWords coupons. If you so much as sign up for a basic shared hosting plan for your blog, you’ll be enticed with some gratis AdWords money to join the PPC maelstrom. Few people opt for Pay Per Click advertising campaigns with a solid plan. The most important thing to be mindful of with PPC is that you need to have predefined goals and a solid strategy.
A Lack of Testing
Few things in the online world don’t involve split testing, also known as “A/B” testing, at one point or another. It’s difficult to gauge the effectiveness of an ad campaign once you’ve come up with a game plan without processing the feedback you get from split testing. Many individual entrepreneurs and businesses inexplicably forget about split testing when it comes to reckoning their ROI with PPC advertising. That’s rather mind-boggling when you consider how easy it is to perform split testing on any campaign or website.
Some AdWords users take note of the obvious flaws in their PPC efforts which are highlighted by split testing, but neglect to do anything about it. Optimizing AdWords ads are an entire business niche in and of itself, and many consultants specialize in this exact line of work. Keyword optimization in the headline of an advertisement is a must for any AdWords message. Furthermore, URL optimization if usually ignored when it comes to PPC ads. At the end of the day, there’s a million or more ways to optimize PPC ads for the best results. For the most part, advertisers fail to capitalize on these techniques.
Probably the most important thing to remember when it comes to AdWords is that it’s not easy. You’ve got millions of competitors for those precious advertising spaces to the right of the margin in the organic search results. If you’re not up to putting countless hours into making PPC and AdWords work for you, it makes sense to hire professionals to sweat the small stuff. In any event, Google AdWords is as effective as you want it to be, providing that you know what you’re doing.