Common Mistakes Companies Make In Using AdWords

Common Mistakes Companies Make In Using AdWords


Internet marketing has managed to gain so much popularity in such a short amount of time. The reason why more and more businesses succumb the fast paced world of digital marketing is the promptness of results it brings.

It is so easy to market a product online, as compared to the old school marketing campaigns we have grew accustomed to, such as print ads. Digital marketing opened the doors for small businesses to lead brand awareness campaigns to let their name be known in a short time.

However, the internet’s nature of being fast paced is also one of its disadvantages. Being part of the web constantly requires a business to always be so updated with the trends. Otherwise, it will be so easy to just get lost in such an ocean of running competition. The eCommerce world is so far from calm, what with all the websites and businesses being launched every day.

Internet marketing is so complex. It is a whole world on its own, one that has to be thoroughly and carefully studied to be able to be successful in. There are lots of loopholes one can get lost in, which is why there are little mistakes committed every now and then. These mistakes might seem to be so little, but the effects they bring can be long term.

  • Choosing keywords that are too broad. Usually, though not all the time, people who choose paid ads over organic SEO results are those who are not as familiar with the rules and fundamentals of search engine optimization. One of the main points of SEO is proper keyword usage. The broader the keywords are, the lower the chances you have on great results. The clincher for keywords is to keep them as specific as possible. An SEO expert knows very well that narrowing down keywords is what is needed to get the most out of SEO.
  • Incorrectly grouping keywords. Sometimes, people think they should keep inserting keywords as much as they can, so as to arrive to a higher SEO result. While it is true that the more keywords you have mean a better score in SEO and ranking, overusing it will just backfire on what you want to happen. It is always best to make it sound as natural as possible, always being careful that it does not sound forced and overboard.
  • Not doing ad variations. There is a famous saying we sure have heard once in our lives, “Familiarity breed contempt.” When a user repeatedly sees your ad on its usual position, using the same words, for several times a day, they will naturally lose their interest over time. It is always better to have different versions so your brand keeps showing something new. A recycled ad is fine, as long as the interval you exercise for changing them stays at a minimum of a month or even more.
  • Disregarding ROI. Many businesses, even those operating offline, make the common mistake of not thinking about the return of investment. It can be dangerous, especially when miscalculations take place and get the better of you. When for instance you miscalculate risks and get the wrong results, it is so easy to get frustrated. Keep in mind that a business’ ROI varies, and usually depends on the strategies you exercise.
  • Not bidding on your own brand. A business owner should take full responsibility in trusting his own brand. Interestingly, it is easier for other eCommerce site owners to trust their long term rivals other than themselves. It is ironic, but also so prevalent that it has been quite a norm in the industry. Even so, it should be a requirement for every business owner to put its full trust to its own brand. As they say, “If you can’t trust your own, who can trust you?”
  • Not including negative keywords. Just because a certain keyword is negative does not necessarily mean it should not be used. Negative keywords are still recommended for use, just as long as you know how to use it. Use them to your advantage, make negative keywords a sign for crawlers to effectively disassociate a keyword from your ad, to have a better SEO result.
  • Directing traffic to your own website and page. Contrary to popular belief, PPC finds better value when the traffic creates its own link juice that back links to your own website and home page. It creates better connection and association, and also provides better reputation, given the fact that only reputable websites are to be given back links to connect to you.
  • Not using proper matches for keywords. It is different to match a keyword than to narrow it down. A keyword might already be at its most specific in relating to your brand name and business, but it could be a bad match. The key is to know where to put the keyword in the sentence. Also, the specific keywords should be connected to the page where they are to be placed. Matching them is essential to make the most out of your strategy. In order to get what you pay for, you should also do your part.

The internet is very easy to work with. Everything is already placed at the power of your fingertips. It is constantly changing, and the challenge that has to be taken seriously every day is to always be updated with the trends.

Always be mindful of your online activity, and observe the results you get every day to have an idea of what else has to be done and improved in terms of your website. Since we have said countless times how important it is to be updated consistently, it should be greatly remembered.

Know the trends and what can make it work. Review your strategies every now and then to see if they still work and how long they will actually work for the good of your business. Get to know what attracts your audience and how you should keep them. It is a given that you pay for results, but the truth is that even when the results are money-backed, it is still better to do your part to get what you pay for.

Leave a Reply

Your email address will not be published. Required fields are marked *