Adwords is a new feature of Google that allows businesses to promote their products or services to a wider audience. It is a very powerful ad campaign strategy because your ads show on the most widely used search engine where millions of people surf every day. By typing in one of your keywords, a prospective client will see your ad appearing next to the search bar. Marketing is very simple yet effective.
On top of these, Adwords is a very practical advertising strategy because you only pay for results. Google will charge you only when someone actually clicks on your ad and lands in your website. Moreover, it is very flexible as you get to adjust any aspect of your ad, from your budget to the keywords and to how your ads will appear on Google – the frequency and the geographic target of your ads. Despite this very helpful features of Adwords, there are still a lot of ads posted that seem not to work. Here are some reasons why these ads on Adwords fail.
Your keywords are unspecific
Your keywords might be too broad and uncategorized. Prospective clients cannot reach you because your ads are swimming in a huge ocean of ads under a very general and ambiguous search word. You have to be pickier with your keywords. For instance, instead of using the word dog, you can use dog food or dog vitamins.
You have entered a limited number of keywords
People might be keying in a related search word but cannot find you because you failed to include relevant words to your pool of keywords. One way of going about this is to use a tool such as Dynamic Search Ads on Google which is a technology that automatically selects keywords for your ad.
You fail to engage your target audience
Some people had clicked on your ads and had visited your site but never turned into clients. For some reason, others just abandoned their shopping carts. You probably need to engage your clients more by doing some remarketing strategy. You can use tools such as Google Remarketing Cheatsheet. The set-up is a bit complicated but it’s worth a try. You’ll have a brighter vision of a return on your investment.
Your ad appears on irrelevant searches
Have you ever come across a weird ad on the internet? For example, some people reported seeing e-bay ads that go like these: Baby, buy it cheap on e-bay and Love, buy it cheap on e-bay, low prices, new and used. The problem with e-bay is they exhaust the dictionary for all possible keywords and feed them to a dynamic keyword insertion.
One unorthodox but helpful tip to avoid having your ads appear on irrelevant searches is to use negative keywords. Sounds ridiculous but it really works.
It is a general truth that marketing works wonders for all business entities without exception. But the cost of ineffective ads can have a disastrous impact especially on small-scale business. Be wise and always make sure that you set-up your ads correctly. This way you’ll have a better assurance of a return on your money, time, and effort.