So You Think You’re Using Adwords Effectively?

Anup Batra


It’s important for businesses to maximise sales and grow their brand using Google Adwords – one of the most effective and fastest lead generation methods available.

However having worked on hundreds of accounts over the last eight years, I find that there are common mistakes many business owners make while using Adwords.

But firstly, what is Google Adwords?

It’s an online advertising platform allowing businesses to display ads on Google through their search engine. The service allows businesses to pre-select keywords related to their business.

When keywords are searched for through Google, an advertisement is shown in the results. It is shown above search results, or on the right-hand side.

If the ad is clicked, users are directed to a landing page, generating more online traffic and attracting new customers.

That is a simplistic way of describing the use of Google Adwords.

There are key fundamentals within the platform that are important to understand.

Mistake 1: Not using enough negative keywords

Negative keywords prevent your ads from showing up when the query typed by the user is not relevant to the service you provide. E.g. “free, cheap, rentals and sales” could be negative keywords depending on the service you provide. A prestige car company may not want to be shown up for keywords like “cheap” or a general term like “cars”.

Mistake 2: Not using the correct match type

For example, using a broad match (which allows any and every keyword query around that to show up) will get you a large exposure in terms of people seeing your ads, but irrelevant to the right target audience.

We use a mix of phrase match and exact match keywords to ensure that the ads are served to maximum people who are directly looking for your product. For example, if you sell prestige cars and use a broad match, your ads will show to people who are looking for any type of cars or even prestige cookers. What a waste of ad spend!

Mistake 3: Not using Conversion Optimisation

Conversion rate optimisation is the key to the entire puzzle. Before you set up a campaign, you need to create a purpose-driven landing page which provides simple uncluttered information with a robust, clearly pronounced call-to-action.

Mistake 4: Not looking at the quality score

This is determined by the effectiveness of your keywords that are ranked on a scale of 1 (lowest) to 10 (highest). This feature highlights the effective use of the keywords that a business uses for ads and gives a general review of the quality of the ad.

This is important as it is relative to the efficiency of which keywords will bring the most traffic and sales. It is imperative that businesses conduct research to find out which keywords will be draw in customers and, most importantly, generate sales.

Mistake 5: Not tracking and measuring your conversions

You may be getting a large number of leads through your Adwords campaign but what % of your leads convert into business for you?

I was working with a finance company which used to get hundreds of leads per month, but only a small percentage converted into business.

By tracking back, we were able to identify which leads convert into profitable business and reduce the ad spend to less than half.

If you want to find out more about Adwords, or if you have any questions, I am more than happy to help.

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