Four typical errors while Google Adwords campaigns setting up

Each sales manager in a marketing agency, on the offer of contextual advertising, sooner or later encounters an objection: “No! It does not exactly interest me, I tried it, and it does not work!”. And afterwards sorting out the reason for such a conviction on the cogs, it turns out that when setting up, standard errors were made that nullify the entire effectiveness of contextual advertising, and it really does not work.

1. The lack of a campaign plan.

It seems to be a simple point, but it is not performed in a huge number of cases. Before starting a campaign, you need to clearly define the goals, what exactly do you want to get as a result? How many clicks, how many impressions, how many conversions, which pages/products, and so on.

At a minimum, make such a primitive calculation: “I have one hundred visitors per page with the goods N, there is one call / order, so to get 10 calls, I need to attract 1000 clicks on this page.” It will take some time.
And the best way, of course, is to calculate in detail how much you can spend, the cost of one conversion, the potential return on investment for advertising, and so on.

2. The wrong selection of key phrases.

Very often, key queries are made according to one’s own understanding, “I think that’s how they will look for me”, without taking into account the actual frequency (query) of the keyword and its rates. This leads to unsatisfactory consequences, since in one case this does not give any clicks and impressions at all, in one case gives completely untargeted clicks, and in the third the entire budget goes to one request, the competition for which was not taken into account.

Before setting up a campaign, it is imperative to select and analyze key queries for cost and relevance to the actual pages of the site. The most common mistake is to display information requests instead of conversion ones.

3. Incorrect setting of key requests matching.

Google Adwords is a very powerful tool for displaying advertisements for given key queries, and it has three types of matching: exact, phrase and broad and modifiers. Already dismantled this topic here in this article. If quickly simplified for understanding, then the exact match is a display only for the configured key queries, only for those keys that you set in the ad.

Phrase correspondence can be supplemented by other words to a phrase, and a broad one can also show by synonyms, abbreviations, in different orders, and so on. Modifiers are queries that extend these three types, for example, + a word or a word to include or exclude a display.

Phrase correspondence can be supplemented by other words to a phrase, and a broad one can also show by synonyms, abbreviations, in different orders, and so on. Modifiers are queries that extend these three types, for example, + a word or a word to include or exclude a display.

Minus words are words that exclude the display of the ad, if the specified word appears in the query.
What does this mean in practice: if you specified a key query with a broad match of the “iphone”, then you will receive impressions, as a result, conversions and clicks, on request, “review”, “free”, “firmware”, “photo”, “forum “, and so on.

If the purpose was traffic inflow – this is quite suitable, but if direct sale of devices, then the entire budget will be destroyed very quickly without any impact. Therefore, it is necessary to carefully select a list of minus words when specifying a broad and phrasal correspondence of queries.

4. Improper geotargeting and demographics setting.

Also quite common mistake. Here everything is simple, if you sell / provide services only in one city, or even in a certain radius, for example, tire service or food delivery, it is obvious – if your advertisement is seen in another city, it will be wasted budget spent. Nobody will go to another city to the dentist and will not order the installation of blinds on the windows if you are in two days’ journey.

This includes setting up demography, but with some reservations, as for example, the products for young people can be looked for by parents on a gift, and if this is a significant part of the visitors of the site, it can not be ignored.