Blinky
Owner
There are frequent complaints that AdWords isn’t working and often these complaints come from both major business and minor companies who want to take advantage of AdWords but they don’t succeed and consider giving it up.
In case you have problems with AdWords, too, this may be due to the fact that you are making some mistakes. We have made a research covering 500 accounts of small and medium companies and we have made a complete analysis in order to find out the typical AdWords mistakes. It turned out that the average advertiser wastes more than 25% of the yearly AdWords budget. In some cases this figure rises to 40%.
As a result of our research and analysis we have found that there are four PPC areas that need to be greatly improved. We have also suggested solutions for these common issues.
Mistake 1: Bad Landing Pages and a Small Number of Them
The landing page gives you an opportunity to make a conversion from a click. Your ROI will be destroyed even if everything else is right but the landing pages are bad or insufficient. The results from our research showed that:
Solution:
Mistake 2: Insufficient Time Spent in the Account
Very often AdWords advertisers don’t spend enough time in their account and in most cases a reason for this is only their laziness. You can’ get ROI if you don’t log in and work. The work simply can’t get done by itself – someone has to do it.
According to our research:
Solution:
You need to visit your account at least one time every week. Logging in for 30 minutes or an hour every day will significantly improve the situation. First, you need to [*] eliminate major problems and when you are done you should make some optimizations, including:
Mistake 3: Poor Relevancy and Poor Quality Scores
Google uses Quality Score to measure the relevancy of your ads in terms of the keywords, the users who see these keywords, your landing pages and the product or service you are selling. You will receive more clicks if the relevancy is high and this will make your Quality Score higher, too.
Having poor Quality Scores means your relevance is low. An illustration of low relevance is to have an ad for high-heeled pumps that appears when users are searching for pool pumps – your ad is completely irrelevant to the user’s search. It isn’t enough to a have a sort of relevance, too. In case a user is searching for high-heeled pumps and you redirect them to your huge online shoe shop, they will simply click away and there won’t be a convert.
Small companies’ AdWords accounts have an average Quality Score of 5. Of course, it can be worse, but it can actually be much better because each point above 5 allows you save more money. Thus, if your Quality Score is 10, you can save 50% of the costs per click and the amazing 80% of the costs per conversion.
Solution:
Mistake 4: Faulty Mobile Optimization
Nowadays it is easier for advertisers to make mobile optimization and to target mobile traffic because Google has launched brand new types of mobile ads. Thus, small and medium business companies can take full advantage of their mobile spending. However, our research showed that this doesn’t actually happen.
As all AdWords accounts are upgraded to Enhanced Campaigns, you have mobile ads no matter whether you actually want to do this. The only thing you need to do is to ensure that your mobile clicks count.
Solution:
Conclusion: It is Possible to Improve
Yes, there are some common mistakes small and medium business companies make with their AdWords accounts. Fortunately, it is possible to improve and this isn’t so difficult. As you are now familiar with the common problems and mistakes, as well as with appropriate solutions, you can make things better and get ahead of your competitors in no time.
In case you have problems with AdWords, too, this may be due to the fact that you are making some mistakes. We have made a research covering 500 accounts of small and medium companies and we have made a complete analysis in order to find out the typical AdWords mistakes. It turned out that the average advertiser wastes more than 25% of the yearly AdWords budget. In some cases this figure rises to 40%.
As a result of our research and analysis we have found that there are four PPC areas that need to be greatly improved. We have also suggested solutions for these common issues.
Mistake 1: Bad Landing Pages and a Small Number of Them
The landing page gives you an opportunity to make a conversion from a click. Your ROI will be destroyed even if everything else is right but the landing pages are bad or insufficient. The results from our research showed that:
- One in five companies directs all PPC clicks to their home page.
- A very low number of companies use conversion tracking software.
- One in four accounts transfers their PPC traffic to the same landing page.
Solution:
- Make an A/B test of the landing pages to fully optimize the rates of conversion. Change the headline or call to action, change the color of the button, move the location of the form or add some cues that direct visitors to certain pages and sections.
- Make a separate landing page for each group of ads. The messages should be appropriate for the ads. Do not direct all the traffic to the same generic page.
Mistake 2: Insufficient Time Spent in the Account
Very often AdWords advertisers don’t spend enough time in their account and in most cases a reason for this is only their laziness. You can’ get ROI if you don’t log in and work. The work simply can’t get done by itself – someone has to do it.
According to our research:
- Just 1% advertisers log in their account weekly
- 53% of small and medium companies optimize their ads once a three-month period
- More than 40% of all advertisers we have studied haven’t added any negative keywords during the previous month
Solution:
You need to visit your account at least one time every week. Logging in for 30 minutes or an hour every day will significantly improve the situation. First, you need to [*] eliminate major problems and when you are done you should make some optimizations, including:
- Addition of ads extensions
- Tests of new ads
- Addition of negative key words
- Making a new landing page
Mistake 3: Poor Relevancy and Poor Quality Scores
Google uses Quality Score to measure the relevancy of your ads in terms of the keywords, the users who see these keywords, your landing pages and the product or service you are selling. You will receive more clicks if the relevancy is high and this will make your Quality Score higher, too.
Having poor Quality Scores means your relevance is low. An illustration of low relevance is to have an ad for high-heeled pumps that appears when users are searching for pool pumps – your ad is completely irrelevant to the user’s search. It isn’t enough to a have a sort of relevance, too. In case a user is searching for high-heeled pumps and you redirect them to your huge online shoe shop, they will simply click away and there won’t be a convert.
Small companies’ AdWords accounts have an average Quality Score of 5. Of course, it can be worse, but it can actually be much better because each point above 5 allows you save more money. Thus, if your Quality Score is 10, you can save 50% of the costs per click and the amazing 80% of the costs per conversion.
Solution:
- Create several different versions of the ads. Then, choose the version with the best performance and use it.
- Add new keywords on a regular basis. Don’t forget to break down bigger phrases into smaller keywords because they are better targeted.
- Bid on brand terms. They will greatly boost the average Quality Score of your account.
- Allow ad extensions. They significantly enhance both the Quality Score and the click-through rate.
Mistake 4: Faulty Mobile Optimization
Nowadays it is easier for advertisers to make mobile optimization and to target mobile traffic because Google has launched brand new types of mobile ads. Thus, small and medium business companies can take full advantage of their mobile spending. However, our research showed that this doesn’t actually happen.
- Just 5% of the accounts use call extensions all their mobile campaigns. Call extensions are known to boost mobile CTR by 10%.
- Less than 20% of the companies have special mobile-preferred ads.
As all AdWords accounts are upgraded to Enhanced Campaigns, you have mobile ads no matter whether you actually want to do this. The only thing you need to do is to ensure that your mobile clicks count.
Solution:
- Enable call extensions. Typically, mobile conversions are made by phone calls, so you to ensure users can call you easily and conveniently.
- Analyze the mobile CPA. Mobile clicks are more worthy for some companies. That is why you need to distribute your budget in an appropriate way.
- Create mobile-preferred ads. Content is very important, so you need to pay more attention to it. Users are looking for customized ad experience. You can opt for a different type of call to action.
Conclusion: It is Possible to Improve
Yes, there are some common mistakes small and medium business companies make with their AdWords accounts. Fortunately, it is possible to improve and this isn’t so difficult. As you are now familiar with the common problems and mistakes, as well as with appropriate solutions, you can make things better and get ahead of your competitors in no time.
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