Five Common AdWords Mistakes.
We’ve had more than a handful of carpet cleaning businesses make the comment, “I’ve tried AdWords before and it didn’t work for me. I spent a lot of money, really fast and as far as I know, I got nothing out of it. But I know my competitors are using it all the time, so it must be working for them.”
It’s very likely that AdWords can generate a lot of new business for you, but it has to be set up and optimized properly. Here are the five most common mistakes that can impact your success with AdWords.
1. Not taking Time to properly organize your Campaigns:
Before you set up your AdWords campaigns, take time and map out how you want your campaigns organized. The more planning you do before you set up your campaigns, the more time and money you will save down the road. You should organize your campaigns into specific themes and have your Ad Groups organized by specific keywords.
For example, you might want to have separate campaigns for each of your services. In other words, set up separate campaigns and adgroups for 1. Carpet Cleaning; 2. Upholstery Cleaning; 3. Tile & Grout Cleaning; 4. Water Damage.
Organizing your campaigns from the beginning will allow you to have a clearer picture of your account as it starts to receive data. You will be better able to manage budgets and bids. You will also be able to cut down on wasted spending much easier. A little planning before, can save you a lot of time and money down the road.
2. Wrong Landing Page:
Your goal of a landing page is to take your visitor to the most relevant page. A lot of people tend to take their visitors to their home page. Now that’s OK if your home page is the most relevant for the search a user looked up. However you don’t want your visitor to have to search through your website to find what they are looking for. If a visitor is searching for “upholstery cleaning”, you don’t want to take them to your services page that lists all your various services.
You want to take your visitor to the most appropriate landing page, a page that talks about your upholstery cleaning services.
If a visitor has to search through multiple pages on your website to find what they are looking for, then chances are they will just leave and go somewhere else. A relevant landing page will keep your visitor more engaged on your site, lead to more conversions, a higher quality score and a lower cost per click.
3. Not Using Negative Keywords:
One goal of AdWords is to get potential customers to click to a specific page on your website and perform some sort of action, such as making a call, requesting a quote or downloading coupons.
A key step to properly optimizing your campaigns, adgroups and keywords is to take advantage of negative keywords because they help eliminate unnecessary spending.
As an example, you know that when someone from your service area goes to Google and searches for “Carpet Cleaning”, you want them to click your ad. That’s a click worth paying for. But do you really want to pay for people to visit your site who do a search for “carpet cleaning rental machines” or “diy carpet cleaning”? It’s highly unlikely these searchers are looking to schedule your service and I am pretty sure you’re not in the business of renting carpet cleaning machines or teaching people how to clean their own carpets, so why pay for that visitor?
Here’s another example: your business services home owners and businesses within a 60 mile radius of Austin, Tx. You don’t want to pay for a click when someone searches for “carpet cleaning San Antonio” since that’s not in your service area.
You can save a lot of time, frustration and money by making use of negative keywords.
4. Not Giving Your AdWords Campaign Enough Time:
Sometimes people can be quick to set up a campaign, only to shut it down after a week or two if they don’t see the results they were expecting. Of course there are times when it’s appropriate to shut down a campaign after a week or two, but only if you have enough data to justify this decision. However there are a lot of times that it takes a longer period of time to gather data and analyze your results. When you gather data, you learn more about your visitors and how they are finding you and what actions they are taking on your site. By knowing this information about your visitor, you can refine your campaign to build off the successful items and eliminate the money wasting items. You can also get an idea of what you might need to change on your website. By gathering more data, you can make more informed decisions.
5. Not Being Active in Your Account:
This can be one of the most devastating actions you can do in your account. While it might not always be on your top of your list and can be rather boring, it is necessary to be active in your account. The way people search is changing every day. What might be working today, may not be working tomorrow. In return maybe you have a slow campaign that isn’t generating much traffic. Maybe some outside factor is now causing people to search keywords in this campaign. If your bids are too low, you can miss out on some very targeted traffic. On the other hand if your bids are too high, your spending can jump through the roof. Staying active in your account allows you to create a more efficient marketing approach. You can easily cut down poor performing keywords, while increasing high performing keywords. Staying active in your account can mean the difference between success and failure. (One caveat with that is being TOO active in your account. Making changes every day, without giving those changes a chance to perform can be just as bad, if not worse, than not optimizing your account.)
Paid search is surprisingly complex.
And these mistakes above just scratch the surface of what to do. There are a lot of moving parts. It takes time to master and time to learn what to optimize, what to leave alone, which settings to take advantage of.
If you don’t have the time to invest in learning all the ins and outs of Adwords, then getting some help with AdWords management is highly advised.
Want to know more?
We offer a free manual audit of your AdWords campaign that will help you cut through the clutter and more effectively attract your new customers to your carpet cleaning business.
Why are we offering you this campaign audit for free?
Because our focus is helping owners of carpet cleaning businesses, and we want to give you a taste of the exceptional value we provide. We’re confident that when you update your campaign based on our audit results, and your AdWords account shows dramatic improvement, then you’ll realize there’s much more to setting up and manageing AdWords than meets the eye and you’ll want us to manage your account on an ongoing basis.
Don’t let your competitors get your calls. Get in touch with us right away and we’ll help you make sure that doesn’t happen!