Mistake #1: Not Grouping Keywords Correctly
Internet marketers know that using Google AdWords is an excellent way to drive traffic to their sites. Since it can be expensive if not handled correctly, the trick is to manage campaigns to get the highest return on investment.
A poorly managed campaign can cost more than it brings in, but a well managed campaign can keep your store or company in business. It all comes down to how much you know about AdWords and how smartly you can manage your campaigns.
In this post, we’ll discuss the top 10 mistakes people make with Google AdWords. By avoiding these mistakes and following the alternative advice provided, you’ll be on your way to a highly successful AdWords campaign.
Not using ad groups is one of the biggest mistakes people make. Instead of segmenting their ads into groups based around similar types of keywords, they lump all of their keywords into one ad group and show everyone the same ad.
The problem with this approach is that PPC Management 101 tells us that the ad being shown should match the keyword being searched. The closer the ad copy matches the keyword, the more likely people are to click on the ad (and eventually order). Let’s look at an example.
Apple sells several different products. They sell laptops, desktops, tablets, and mp3 players. If they didn’t break up their products into different groups, then they wouldn’t be able to show specific ads based on what people are searching for. They would have to resort to an ad with a headline such as “Buy Apple Products” instead of an ad that matches what people are searching for.
Instead, Apple uses ad groups for each of their products so they can use headlines like “MacBook Pro” or “iPad Mini” when people search for those respective products
If you don’t break up your keywords into different ad groups, then you’ll lump everything together underneath one ad copy. This doesn’t allow you to customize the ad to be a good fit for the term being searched for. The more you break up your ads and keywords into themes, the easier your campaigns will be to monitor and optimize.
Recommendation: The best rule of thumb is to use no more than 20 keywords per ad group. Sometimes you can get away with using a few more, but exceeding a 20 keyword limit is a sign that your ad copy isn’t matching the keyword being searched as closely as it could.