Google AdWords, if done correctly, can bring you leads, enquiries and sales like few other platforms, but so many people set up a campaign incorrectly and then lose a lot of money, blaming the AdWords system rather than looking at how the campaign was created.
While this is not meant to be a criticism of anyone that tries, it is the point that rather than assuming AdWords was not for you due to the results not really being there, it is often more of a case to look at why it didn’t work and then make improvements. I have never had a customer that did not get results from AdWords, even if when I took them on as a client they had had bad experiences previously. Pay Per Click is not something that you just get right overnight, as you need to understand how it works and then make a solid campaign, as very rarely will a quick setup-and-go ever work.
So, below, I have listed seven ways to not lose money when running a Google AdWords (or indeed any) pay per click campaign and how to make sure your next campaign is a total success.
#1 – Control Your Budget
I am going to start with the most obvious point of all, make sure you are spending a daily and monthly amount that fits into your marketing budget. Otherwise, you are going to end up with a bill that you were not expecting and might not be able to afford. In most cases, AdWords will spend what you give it to spend, so work out how much you can afford to invest and then plan your campaigns around this. You do have to be realistic and not start with such a small budget that you will get no results from, but generally, control your spending to avoid blowing money that you might not be able to justify.
#2 – Invest In A Decent Landing Page
You can have the best campaign in the world that is fully optimised and perfectly targeted, but if your landing page (the page you send the customer to) is poor, badly thought out and not optimised for conversions, then you are going to be wasting your time, effort and money. It is a bit like a big high street shop running a huge promotion for a product, only to run out of the product when the customers come flooding through the door, so make sure your landing page is ready to convert and turn those visitors into customers.
#3 – Focus On Relevant Keywords
The main factor when it comes to making Google AdWords work for your business is to make sure your number one strategy is relevance. If your whole campaign is relevant, from the settings to the keywords, it will stand a much higher chance of getting results and, of course, reducing the chance of getting money wasting clicks. Make sure your keywords and adverts reflect what you sell or the service you offer and tightly group them together to make sure you get the best advert with the best keyword to get the best result. The more relevant you are, the better your results will be.
#4 – Forget About Display (For Now)
If you are new to AdWords, concentrate on Search Only (all features) and remarketing, and unless you have a load of time to manage the account, do not opt for the Display campaign or settings, as this is a sure-fire way to blow your budget. Display can and does work if you have the time to micromanage your placements and targeting. Otherwise, your adverts will appear wherever Google can serve them, and this is just a bad, scattergun approach to advertising that will cost you some money in both the short and long term.
#5 – Strict Location Targeting
When you set up a campaign for the first time, the system will usually set the UK as default, but if you are a local business only wanting local business, you have to make sure you are targeting the correct locations. You can either set up specific locations, like “Plumbers, Bristol”, “Plumbers, Cardiff”, or you can run a radius based campaign that targets a 30-mile radius (for example) of your office. You can go much deeper than this and target smaller areas, but generally, even getting the location targeting closer to home, if you are not a national company, will save you money by improving results.
#6 – Keep An Eye On Negative Keywords
Negative keywords are effectively keywords you do not wish to be appearing for, which means that if you know there are words that are not for your business, then you should be excluding them from the campaign. For example, if you were running a plumbing business then you would want to exclude keywords like training, courses, jobs, how to, as these are not going to result in paying customers and are therefore just wasted clicks. It is also important to keep an eye on the keywords over time and remove any that are not applicable to you, and that will never lead to sales.
#7 – Give It Some TLC When You Can
Like most things in life, it is never a good idea just to get something up and running and then leave it alone for the next few months, only ever bothering to check in when you notice a payment being taken to cover the account. Although some AdWords accounts do not need continuous hand-holding and management, you should always make sure you are working your campaign, improving your campaign and making it stronger, as the more effort you put into making it work, the better your results and ROI will ultimately be.