Google Adwords Ads: 8 Disastrous Mistakes and How to Avoid Them (1/2) | SiteMap 19

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In the first program about Google Adwords search network ads, we stated that this digital tactic is extremely popular among companies, for better or for worse . As for the benefits of using Google Adwords ads, we have already listed ten of the main ones here . In this and the next program, we will present 8 common mistakes in campaign management and the recommendations to follow to avoid making them and wasting your budget without getting the desired results.

Due to lack of time, here are the first 4 mistakes/recommendations:

MISTAKE 1: STRUCTURING THE CAMPAIGN POORLY
The keywords you choose should trigger relevant ads that reflect the intent of the user who made the search. Although Google AdWords allows you to organize them into ad groups, they are often placed in a single group or in groups that are too large.

RECOMMENDATIONS TO FOLLOW:

Create multiple ad groups for different subtopics , each with its cryptocurrency data own keywords and specific ads. This way, the ads will be more relevant and have a better click-through rate, and you will have greater flexibility in managing the campaign .

MISTAKE 2: CHOOSING KEYWORDS THAT ARE TOO BROAD
This is one of the most common mistakes and one that can be the most costly. AdWords has 4 keyword match types: broad , modified broad , phrase and exact . The first option is very broad – it allows synonyms, variations and similar searches, some of which do not even include the original words. Unfortunately, as this is the default match type, many SMEs are not even aware of the others. They may get a lot of impressions but the click-through rate will be low.

RECOMMENDATIONS TO FOLLOW:

Unless you have a very large budget, avoid broad match . Opt for modified broad match (which excludes synonyms and close expressions), phrase match, or exact match, which is exactly that. Your campaigns will be much more relevant, your budget will last longer, and your return will be higher .

ERROR 3: ABSENCE OF NEGATIVE KEYWORDS
Adwords allows you to define negative keywords that prevent ads from appearing when they are searched for. Unfortunately, these are often ignored.

RECOMMENDATIONS TO FOLLOW:

Use them to avoid unnecessary clicks. For example, a vocational training company that is advertising an unfunded course and has defined “vocational training” as a keyword could define “funded vocational training” and “funded training” as exact match negative keywords. Another example of a common negative keyword is “free”.

MISTAKE 4: BAD COPY ADS
It is true that 25 characters for a title and 35 for the description lines do not leave room for great creativity , but this does not excuse spelling mistakes and the poverty of many ads, which invariably contribute to the failure of campaigns and can even generate a negative reputation.

RECOMMENDATIONS TO FOLLOW:

Ideally, hire a specialist to manage your campaigns . You will avoid all the mistakes made above (as well as those we will discuss next week) and obtain copy based on effective writing techniques that demonstrate excellent command of the Portuguese language, which is essential for overcoming the constraints of Adwords. Often, it is the text of the ad that makes all the difference.