29th September 2017
If you’ve ever looked at Google AdWords, you would have noticed that it’s not the simplest of tools.
It’s definitely not the kind of system you can log in, set up and just let it run itself.
It’s got complicated settings and countless options for keywords, ad types, ad extensions, bid adjustments and so much more.
Frankly we won’t blame you if you took one look at AdWords and then abandoned all hope and never logged in again. But with a little preparation and background knowledge, you can avoid these 6 rookie mistakes that every Google AdWords newbie makes.
Rookie Mistake #1 – Using AdWords Express
If you’re a total Google AdWords newbie, you may have been told to use AdWords Express instead of regular Google AdWords. This may seem like the simpler option but it’s rare to find an AdWords Express account that is well run and gets a great return on investment (ROI). This makes it a serious rookie mistake when it comes to Google AdWords.
This is because the settings are extremely limited and your ads usually end up showing for all sorts of irrelevant search terms. Which in turn means your ads are showing to people who are in no way, shape or form, interested in your products or services. Which means that your ROI is going to be pretty poor.
If you want to run Google AdWords properly with full control of your campaigns from the get go, start with a normal Google AdWords account, not AdWords Express.
Rookie Mistake #2 – Sticking With Google’s Default Settings
To make your life ‘easier’, Google has a whole bunch of default settings when you set up your campaigns, ad groups, ads and keywords. Often these include things like showing your ads on the display network (not just when people search on Google), showing your ads on their search partner websites (not just Google), and keywords being added as broad match. None of these are a good idea if you want to reach the right audience and keep your cost per click down.
Rookie Mistake #3 – Letting Google Set Up Your Campaigns
Now this might seem like a great idea – Google offers free set up and management of your AdWords accounts for 3 months. But remember, Google is also a business – they want you to spend money. So often when they set up accounts, they are also using settings and targeting that means they are going to make money.
They often apply settings which mean your ads will reach the most people, and not necessarily the right people. Getting Google to set up your AdWords campaigns is a bit like going to a clothing store, handing over your credit card and asking them to buy the best clothes for you – they aren’t just going to give you what you need, they’re going to make sure they get the most revenue out of you possible.
Rookie Mistake #4 – Ignoring Ad Extensions
Making your ad stand out from the crowd is crucial for a good click through rate. If you don’t have any ad extensions set up, your ad won’t take up as much real estate space on the search results page and is much easier to miss.
Ad extensions you can use include your physical business address (pulled through from your Google My Business page), your phone number, links to key pages on your website, unique selling points in your call out extensions and even price extensions and message extensions where customers can send you a text directly from the ad.
Rookie Mistake #5 – Just One Ad Group
Many Google AdWords newbies will make this crucial mistake – setting up one campaign, with one ad group. In that ad group they’ll put a whole variety of keywords, and that’s one of the worst rookie mistakes you can make when it comes to AdWords.
Campaigns need to have multiple ad groups that contain only very similar keywords. That way you can write your ads to target those keywords or variations of them.
Rookie Mistake #6 – Only One Ad
Having multiple ad groups means you can have multiple, highly targeted ads for each ad group.
An example would be a wedding boutique that sells wedding dresses, wedding shoes, wedding suits, and other wedding accessories. There’s no point showing an ad for wedding dresses, if someone has actually searched for wedding shoes.
If you have all keywords related to dresses, shoes, veils, suits, tiaras and other accessories all in one ad group, and only one ad which talks about wedding dresses, what are the chances someone is going to see your ad as relevant to their search?
Avoid these rookie Google AdWords mistakes – take the time to learn more about Google AdWords before plugging in your credit card details, or if you don’t have the time or the inclination, hire a professional!