The most common mistake I see in self-managed campaigns is not adding negative keywords. This can cost you a lot of money! Along with this tip, below are a couple of others:
1. Target the right geos/countries
When I do Google Adwords campaign edits, one common mistake I see is campaigns set to all countries. Pick just the ones you can sell in. After your campaign has a little more volume, you can get even more granular and pick just states, cities and regions where most of your sales are coming from.
2. Schedule your ads to show when your target audience is most likely to be online
The Ad Scheduling feature is also found in the Campaign Settings tab (down the bottom of the page, under Advanced Settings).
Ad Scheduling allows you to set which days and times you would like your ads to be shown; which means that you can schedule your ads to run when your target audience is most likely to be searching online.
Here are two examples:
If your product or service is Business To Business, you can set your ads to show during business hours and not on weekends.
If you’re targeting mothers of newborn babies, you can set your ads to show in the evenings, when the kids have gone to bed.
3. Include the price of your product or the service in the ad copy
While there has been a lot of debate on this one, we've found it to generally work. When you’re selling a product or service, ideally you only want to pay for clicks by people who are prepared to pay whatever your price is.
If it’s appropriate, include the price in your ad copy, especially if you have a high end product. This will help reduce clicks from people who have a lower budget.
The opposing camp says that mentioning price before you've had a chance to talk about your products benefits can scare away people who would otherwise buy. If you are unsure which is better, I recommend running a controlled experiment.
4. Set Up conversion Tracking
Google AdWords Conversion Tracking allows you to link your AdWords clicks with key actions that are taken on your website. Examples of conversions are when:
someone signs up for your newsletter
submits your online enquiry form
or places an order.
By setting up Conversion Tracking, you can see which keywords most effectively lead to your desired actions. And once enough data is available, you can use it to optimise the keywords that convert most efficiently, and pause the keywords that don’t convert as well.
This means that you are optimising your ad campaigns to spend your budget on clicks that lead to results. Not a bad way to make sure you’re making the most of your budget!
If you need help making these changes to your campaigns, please leave me a comment below. For best results, your AdWords campaigns need regular review and management. You can either do this yourself, or outsource the management to a Google Partner.