Are you running an Ad campaign or PPC for your local business and are struggling to generate results in your local areas? If your answer is yes, then it is time to revaluate your strategy.
Trouble with some local businesses is that they think setting up an Ad word campaign alone will start delivering them results instantly. As a result they keep pouring in money anticipating better results, which is far away from truth.
As a matter of fact the success of your Ad campaigns doesn’t depend upon the money you put in but on many other factors.
To put in other simpler words, a successful ad campaigns will always cost you less as compared to an unsuccessful one.
Here are two important fundamentals that you must keep in mind while setting up your Local Ad campaign:
- Success of your campaign doesn’t depend upon the amount of funds you put in
- How your ads work on Google depends entirely upon how you set them
In others words the success or the failure of your campaign depends entirely upon you.
To understand Google Adwords, it is imperative to first understand Google and its vision. Google have openly expressed that they want to become the most reliable search engine in the world. In others words they want searchers to rely upon their searches and results. It is for this reason why they keep changing and updating their algorithms from time to time to give their users the best browsing experience.
Now, you can take advantage of this scenario only if you are able to convince search bots that you’re Ads are a right match for the keywords that are typed in.
Below are mentioned few fundamental mistakes that most people do while setting up their campaigns and how they can be bettered.
Mistake No#1: Going after the most competitive and searched keywords in your niche.
Scope of improvement: No doubt success of any campaign depends upon their keywords but you need to be careful while choosing them. At times, campaigns exhaust their budget, while going after the most competitive keywords in their niche.
While selecting the keywords you have to keep in mind your campaign budget. There are ways using which you can determine some very smart ‘business keywords’ that are also cost effective.
For example: You can make use of the Google searches to look for the keywords that customers are using in your niche, like if you are running an automobile business in Sydney. You can type in the phrase ‘Automobile business in Sydney’, in Google search bar.
Once, you do that you will be able to spot some search phrases at the bottom of the Google page.
You can use the following process to further break down your keyword search to dig out the best possible keyword for your Local ad campaign.
Mistake No#2: Writing Ads that has no relevance to your landing page
Scope of improvement: Please understand that writing your ad is the single most important determinant that will decide how many times your ad will be clicked. You need to make sure that you write Ads in relevance to your Landing page and not to an overall business. Your Ad must clearly convey to the customer where that ad will take him and what he can expect from it.
For example: If you are offering Web development courses in Melbourne, and are competing for search phrase ‘web development courses Melbourne’, you need to make sure that your Ad cover everything a candidate would want to know from it.
Here is an example of Bad Ad Copy:
Now this Ad doesn’t reveal anything to a user that will tempt him to open this link. This ad has no reference to the search term that is typed in.
Now an example of Good Ad Copy for the same key phrase:
This Ad campaign very precisely reveals what it is offering, moreover, a candidate doesn’t have to check in the entire website to search its content. He can simply pick up the link he is interested in and can check its details.
Mistake No#3: Limiting your testing to initial stages only
Scope of improvement: If there is one thing that you should make a golden rule about it is about your campaign testing. Testing is one thing that must never stop. Even if your campaign is doing well, still keep on testing it to get better ROI.
Keep in mind that even if you do all the things right it still might not bring you the desired results. It is not because Google doesn’t want you to make money but it wants its customers to be served right.
The Google AdWords tool is an ocean in itself. There are so many facets that remain untouched even by the experts in this field. Therefore, it is imperative that if you are hiring someone to help you with your campaigns setting you hire an absolute best.
Reading your customer behavior and tracking his journey on your website is another aspect that most people are not good with. In Ad word tools there are options using which you can exactly figure out from which source the customer is coming and what he is doing on your website. Once you gain these valuable insights you can tweak your campaign accordingly.
Google Adword tool is just one of many tools that you should be using while setting up your campaigns. You can always take references from tools given below to understand your competition and market better:
- Similar Web
Keep in mind that like you, your competitor is also using more or less the same techniques to reach out to the desired audience. Therefore, it is crucial to gain right competitive analysis.