I know you may have heard horror stories about Google Adwords, and how some local business owner ended up “losing his shirt” in the process.
But don’t despair, I’m here to give you the low-down on Google Adwords, and where most business owners (running their own campaigns) go wrong.
Many business owners compare Google Adwords to advertising in the newspaper or the Yellow Pages.
But the truth of the matter is, they are entirely different.
The reason for this is because Google Adwords involves more moving parts.
You have to create a good ad, lead it to a converting landing page, and then track? Track?? What the heck does that mean!?
Mistake #1 – Setting Up Your Ad the Wrong Way
The majority of business owners don’t understand marketing, but that’s ok, they don’t need to. However, because of this they think that throwing up an ad like you would do in the old days will bring in the business!
That is completely wrong thinking.
They do many things (everyone else does) such as posting their business name and then saying something like, “Hey, We do XYZ. Give us a call!” Obviously, as you can tell, this does not work like it used to.
They also do not take advantage of certain features that Google allows you to use with your ad. This includes putting links to different pages on your website (hint: Testimonials are always good!).
Another thing they let you do is include a direct-link to your business address in the ad. Again, many business owners just don’t know this.
One of the biggest mistakes I see is they do not include their phone number in the ad, HUGE MISTAKE. You can avoid high costly clicks by customers calling directly to your business, believe me.
They also fail to include their “special offer” in the text. (i viagra en andorre.e. – $39 Exam and Cleaning, FREE Spinal Exam, NEW Patient Special, etc.)
Mistake #2 – Not Setting Up Your Landing Page to Convert
Again, there are some very big mistakes a lot of business owners (and people who don’t know what they are doing) will make when setting up their Google Adwords landing page.
In fact, most of them just send visitors directly to their website and expect to get results. ABSOLUTELY NOT!
You want your landing page to be:
#1 – Optimized for the key phrases you are trying to target your customers with
#2 – Have a clear “call-to-action” telling your prospect how to make the next move
See, many business owners send their visitors to a very “busy” webpage, and therefore there are no clear instructions for the user to go anywhere.
You want to make your page simple, and tell them EXACTLY what you want them to do.
You might think this is insulting their intelligence, but believe me, it’s not.
They not only NEED to be told what to do, they actually WANT to be told what to do!
Mistake #3 – Failing to Test and Track
This may be the BIGGEST mistake yet. Just like the Yellow Pages, most business owners just throw up one single ad and call it good.
My question is, why do this when Google gives you the opportunity to test different ads?
The truth is that the majority of ads will end up failing.
You need to test different elements to find out what is working.
It’s simple, actually. Keep the ads that are working, and kill the ads that aren’t getting you leads!
Which takes me to the final bump in the road, so to speak.
How do you know which ads are working and which ones are duds?
This is the single thing that most marketers fail to do, tracking their ads and conversions.
When you run ads you aren’t buying customers, you are buying data.
The data tells you what your customer likes and doesn’t like.
So do yourself a favor, use it!
Latest posts by Mark Stafford (see all)
- Your New Secret SEO Weapon – Google Hangouts - August 11, 2014
- Everyone Says Print Advertising is Dead? Not True… - August 4, 2014
- Social Media 97% of Businesses Do It Wrong and Here’s Why… - July 28, 2014