Creating Ad Groups with Unrelated Keywords: Do not write an ad
and dump every keyword under the sun into the ad group. Make tight
ad groups based on a narrow set of related keywords matched closely
to the ads and the landing page.
**This is the
#1 mistake I see when I look at people's Google accounts... don't do it!
Neglecting to Split-Test Your Ads - I've gotta say one of the
coolest discoveries of my whole life was, in my first week of
playing with AdWords 5+ years ago, noticing that "create new ad"
link and seeing that I could create a 2nd and 3rd and 4th ad and try
different text. Running them simultaneously, then seeing how teeny
tiny changes made huge differences. I still get jazzed about this.
It's like practicing psychology without a license.
Letting Google Retire Your Ads Without Testing: In Campaign
Settings, when you turn "Optimize Ad Serving" OFF, you declare a
winner and a loser much faster. Turn that option off if you're
checking in every day.
Split Testing for Improved CTR Only: At first, Click
Thru Rate is the only thing you can measure. You want it high so
you get the most traffic. But eventually what REALLY matters is
conversion rate and cost per customer. Sometimes high CTR ads don't bring buyers.
Conversion is what matters most.
Ignoring the Display URL Line in your Ad: If you own www.redwagon.com, you should try
different variations just as you do with your headline and ad
body copy i.e. www.RedWagon.com, or www.RedWagon.com/RadioFlyer, or www.RadioFlyer.RedWagon.com, or
RedWagonStore.com. Tiny hinges swing big doors.
Mixing Search and Content Results: If you run all three streams
of traffic (Google / Search / Content Network) through the same ad
group, you lose the ability to distinguish among the very different
kinds of traffic. I prefer to separate Google & Search from Content,
in different campaigns.
Ignoring the 80/20 Principle: The 80/20 Rule says that the vast
majority of outputs (impressions, clicks, leads, sales) are caused
by a very small minority of inputs (ad groups, ads and keywords.)
Spend your time on the vital few instead of the insignificant many.
Declaring Split-Test Winners Too Slowly: If you can declare a
winner twice as fast, your site improves twice as fast. I recommend
combing through your ads as often as you can announce a winner. If
you go to SplitTester.com you can enter the # of clicks and the
CTR of any two ads and it'll tell you whether the better one is
really better, or if it might just be luck.
Declaring Split-Test Winners to Quickly: If one ad got 1% and 5
clicks, and the other got 2% and 8 clicks, that's not enough clicks
to know for sure the winner is a sure thing. Again, let
SplitTester.com decide their fate. Rule of thumb: 20+ clicks on
each ad.
Ignoring negative keywords: Just about ANY ad group should
probably have some negative keywords. It should always be on your
checklist. It increases your Click Thru Rate because your ads don't
get shown to people who shouldn't see them. Less waste.
Avoid the pain of lost profits by following this simple advice
and you'll be light years ahead of your competition. And at the risk
of sounding like a broken record... I want you to do 2 things that I
guarantee will propel your success by an average of 211% or more:
Website Tracking
- Learn how to track your keywords and you'll never guess at
success again. You'll know exactly what's working and what's
draining your pockets and your checking account.
Google AdWords - Those who choose to learn the
Google Secrets
are the ones that prosper while their competitors fade. Learn
the insider secrets of Google today.
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I can't emphasize enough what tracking and AdWords training will
do to your bottom line. If you're not doing both today, then start
right now and you'll be shocked at how much money you've been
leaving on the table for others to feast on.
To your success...
Paul Jenkins
P.S. Remember that you'll receive
a special tutorial series just for taking a
look ...it's not the 'whole enchilada' but it's
more than 80% of your competitors know
...guar-un-teeeed.
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