Our perspective at VantagePoint

What NOT To Do: Adwords Edition

Google has truly revolutionized many aspects of our lives. From the way we search the Internet, where we check our email, cloud computing to Android and everything in-between, Google has become synonymous with the Internet and its countless uses. For those involved in digital marketing, one of the most useful tools they have created is Adwords, giving marketers the ability to accurately target relevant potential customers for pennies on the dollar. Adwords can be an incredibly powerful tool for both B2C and B2B marketing — but just like any tool, you have to know how to use it properly to really reap the benefits. Here are 5 things to avoid when starting or maintaining your Adwords campaigns:

  • Crediting too much success/failure to your Adwords campaigns

Think of your Adwords campaigns as mediators: Its job is to lead potential customers to your website. From there, it’s up to your website to seal the deal. All too often, too much weight is placed on those “all-important” conversion totals. The reality is, Adwords can only do so much. This leads us to my next point to avoid…

  • Over-analyzing statistics or results

As you review your Adwords performance metrics, it’s important to keep things in perspective. It’s much too easy to get wrapped up in percentage increases/decreases. Sometimes, it’s better to think critically and look at the “big picture.” Just think about it: If we’re talking about a difference of 20 clicks, is a 10% drop from the previous month a big deal? Probably not.

  • If it ain’t broke, don’t fix it

While it might be the most worn-out phrase in the English language, it’s certainly applicable to Adwords. Don’t feel the need to tinker with your Adwords campaigns for the sake of doing something. If the results you’re seeing are yielding your company acceptable ROI, it’s perfectly fine to maintain status quo.

  • Being too general

One of the greatest features of Adwords compared to traditional mass-marketing is how precisely you can target potential customers. They’ve already qualified themselves, having shown some level of interest in the products you’re selling. Now, make sure you’re taking full advantage of this: Your keywords should be specific to the items you offer, not too broad or general. Marketers naturally want to get the most impressions possible, but a more targeted approach will usually be more beneficial.

  • Neglecting to monitor your keyword results (search terms)

Don’t assume that your keywords are triggering your ads for relevant searches; know so. Adwords gives you the ability to see the search terms that are triggering your ads; use this feature to make sure you’re reaching your intended audience.

So, keep these simple tips in mind when moving forward with your Adwords campaign. Don’t slip into the pitfalls mentioned above, and see what Google Adwords can do for your business.

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