Google Adwords is excellent for ecommerce marketers to drive qualified traffic to their sites and to turn every click on sales. Adwords, the largest and most used paid search advertise platform which provides various unique and powerful features to engage and to convert traffic can be the reason of your business making losses.
Many ecommerce marketers don’t use this platform wisely and eventually hurt their business. Adwords is great to get the targeted traffic and you will enjoy full control over every click if you do it effectively.
However, the success in PPC marketing depends largely on how much you are spending – “spend money to make money” theme is just what you need to believe. But that doesn’t go with spending huge money and getting a minimum amount in return.
Pay-per-click marketing strategy costs marketers as they (marketers) buy every click from Adwords. Remember, you must make sure your every penny should be worth of spending or otherwise you will spend for nothing good.
Here I will discuss ten most common yet conversion-killer Google Adwords mistakes you are doing unknowingly and how to avoid these mistakes to save your precious money.
Why paid traffic is important
“Who is paid traffic?” “Where should I get them?” “Why do I need to pay for getting traffic on Google?”
I read your mind, right! These are actually pretty common questions about paid traffic and retailers and marketers often ignore the power of paid traffic to get more targeted traffic and customers for their sites.
Paid traffic are visitors you are paying to get them clicked your site link on search engine platform. This type of traffic is basically sent to your site by the platform you are paying according to your keyword targeting. For example, when you use Google Adwords for PPC marketing you get paid traffic for your ads on Google.
Paid traffic is different from organic traffic. While you are paying for getting targeted traffic, organic traffic is free of cost and you can easily target them through organic search. Though paid traffic requires money but this type of traffic is fundamentally important in ecommerce.
Paid search converts more than organic search as you assign some specific category to define your paid traffic- to whom your ads will be appeared. Organic search is good to increase CTR but paid ads seriously convert, so you make direct sells than only getting random visits. According to a statistic, users who arrive at your landing page after clicking your paid ads are 50% more likely to click the CTA button.
Ecommerce experts give importance on assigning paid search marketing strategy to get more qualified and targeted traffic though getting paid traffic is hard than getting organic or referral traffic on search engine.
Now you know how much paid ads are important to get targeted traffic to your sites and stores. Let’s take a look on most common Google Adwords PPC marketing mistakes that you should avoid when planning to use Adwords for marketing your products and brand.
The first and the biggest mistake that most marketers do when set an Adwords campaign is that they avoid using exact key match for their ads.
Keyword match types are ways that help you to bid on your keywords to control which searches trigger your ads to appear. These match types also help you to target the audience- which types of audience you want to target. For example, using broad keyword match types means you are targeting a wide audience group while using exact match refers the “a specific” audience.
There are four actually types of keyword match and they are-
Google provides these different types of keyword match to define your target audience according to your bids and budget. The broad match is default keyword feature set by Google which will show your ads in a broadest search term. Broad match generally triggers in terms of keyword search- when you enter your broad keyword match such as men’s running shoe and if your customers search any relevant and closer variations of your match the search terms will trigger your ads. But this may lead to misunderstanding and confusion and your ads may get the poorest clicks and views.
While broad keyword match target the broad audience, you can modified the match using modified broad match keywords and target a similar modified yet broad audience. This match type is very popular for its easy reach to broad match with a restrictive and specific search to trigger ads.
A phrase match keyword further narrows down your search terms. Phrase match keyword includes a phrase and you need to use quotation marks (“”) if you like to bid on these keywords.
For example, when you enter “Men’s running shoe” as a phrase match keyword, then your ad will show up for terms like “buy men’s running shoe” or “men’s running shoe at store”.
But your ad will not show for the search terms like “free shoe for running” or “where to buy men’s shoe” as your keywords will be triggered for specific phrase that you are using for your match.
Exact match keywords are more specific keywords that will appear when there will be exact search. This match type is more accurate and specific to trigger your ads and for targeting a exact audience group. For example, if your exact keyword match is “men’s running shoe” then it will show up only when someone searches “men’s running shoe”.
|Match type||Symbol||Example||Ads may show on as-||Example search|
|Broad match||none||Summer jewelry||Misspellings, related searches, synonyms and other variations||Buy summer women jewelry|
|Modified Broad match||+Keyword
|Contains the modifier term-a + or close variations but not synonyms||Jewelry for summer|
|Phrase match||“Keyword”||“Summer jewelry”||Include the phrase or close variations||Buy summer jewelry|
|Exact match||[Keyword]||[Summer jewelry]||Include the exact or close variations||Summer jewelry|
This table will help you to understand the differences between keyword match types.
Why do you need to choose the right match? It is because; your ad’s success largely depends on what type of match you are using. If you use broad match it will deliver you a large impressions but only impressions will not be enough to turn clicks on sales. Your ads will appear for any related search from which you may get huge clicks, but they could be random visitors who cost you spending money on every click.
But when you define a specific match for your ads using phrase or exact keyword match, you create a line between your ads and search terms- your ads will appear when they are being triggered for specific search terms. These two match types are also conversion friendly and help you to get a good return on your investment.
If you are just starting your Adwords journey, it is better to start with exact matches, and then expand to phrase and broad matches if you want to target more. You can switch to other match type if your existing match type doesn’t work desirably. Do your keyword research and find out what type will go better with your niche.
Many e-marketers think using too many keywords in a single adgroup may help them to get desired traffic- but it is one of the most common mistakes of Adwords strategies. Keywords are necessary to define your target and to enhance the visibility of your ads. But using too many keywords, which is called keyword stuffing, may not work better rather it can hurt your marketing strategies. As you bid high for these many keywords you are wasting your budget for nothing.
Again when you stuff too many keywords, say 20-25 per adgroup, these keywords confuse your search triggers as they create some variances in the topic. Having more keywords in a single adgroup means more daily budget per adgroup and there is a possibility of turning off your campaigns if your daily budget has been exhausted. So it is not wise to use too many keywords in a single ad group.
Research your keywords carefully and choose best performing keywords. Start using 5 to 15 keywords per adgroup avoiding maintaining the 30 keywords per adgroup benchmark. Test the keywords and if you get the desirable result create stunning and better performing ads and contents for each one.
The next biggest mistake is not using keywords (negative) that exclude searches. You may spend hours and hours in researching keywords for your adgroups and paying a high amount of money on these keywords to get better visibility and top search rank on Google but you are neglecting the possibility of getting huge click throughs which will cut your pockets. The simplest way to eliminate unwanted search of your ads is to use negative keywords.
Click through rate is great for ecommerce advertising but getting high click throughs in PPC marketing is bad- it will only costs you money if it is all low quality cold traffic that only clicks but not buying the product from you. Many ecommerce retailers only focus their budget on high quality and killer keywords that drive a high frequency traffic to store but they don’t know instead using negative keywords to eliminate unqualified leads is most easier and budget-friendly to drive only qualified traffic that consist people with interest in actually buying from you.
Adding negative keywords help you to spend your budget equally and to control those unwanted searches. Negative keywords also help to target the extreme leads that you want for your ads. You can draw a line between interested and uninterested traffic with using these negative keywords.
Let’s say, for example, you sell women shoes only and want your ads not to be shown for searches “man’s shoes”, “male’s shoes” or for “children shoes”, so include [-male], [-man], and [-children] in your negative keyword list. So that, if someone searches for those negative keywords your ads will not appear, and thus you will eliminate some unqualified searches.
You can also use negative keywords to stop showing stock out product’s ads, discounts and deals and so more.
Go to Google analytics to find out high performing negative keywords that suit your adgroups. Build your negative keywords list and add them to your adgroups or at campaign if needed.
Data segmentation for Adwords is very important to know which campaign is working and which one is only costing you money. Most of ecommerce marketers don’t understand why they need to segment their data and how to do it.
This mistake results poor performance of ads and a poor ROI. As you are spending for your ads and want to get the best from your paid marketing, you need to optimize your spending according to ads’ performance. And you need to determine where you are performing well and where you are struggling. Data segmenting allow you to split your data into more detailed options such as time, device, target audience, conversion type and others.
For example, your ads are not getting maximum clicks because your ad scheduling is not working or your ads are not showing at best time. So you can find out the reason and segment your ad’s schedule to get the best day and time for your ads.
You can segment your data using available segment options, like, time, conversion, network, click type, device, geo-location etc.
Use segmentation and optimize your ads to get better result. If your ads are not performing well after segment than change it and test what works better.
You are being fall behind in the race of Adwords campaign because you are not using the most charismatic Ad Extension feature. Google extensions for your Adwords ads are great to have more attention as you are providing some additional information about your brand and products in to your adgroups.=
Google ad extensions are add-ons that you can include in to your ads which will give peoples enough reason to click your links. These extensions not only improve your campaign’s quality, they also improve your conversion making your ads more visible and acceptable to people. For example, adding seller ratings extensions help customers to get feedback, or more inclined to click if they see consumer ratings.
Most ecommerce marketers only focus on using general extensions like “call extension” or “location extensions” but there are other equally important extensions (“price extension”, “site links”, “callout extension”, “seller rating”, “message extension” and others) that can help your ads to get more reach with sure clicks. Denial of using any of these extensions can make you to lose the chance of getting more and qualified leads and audience.
Use necessary extensions which provide a positive feedback of your products and brands to your audience like call out extensions and consumer ratings or price extensions. Test if they work and add or replace extensions if needed.
Ranking top in organic search may help you to get fistful potential customers with a huge click through rates but ranking top on paid search ensure your ROIs with a improved conversion. If you are not bidding on your brand’s name that means you are doing the most expensive mistake.
Bidding on own brand means bidding on your brands name which will help your ads to get the top position. It also helps you to promote your brand and products compete with your competitors.
If you are not bidding on your brand, others will utilize the chance. They will use your brand name and will advertise their product to target your audience. Remember, you are paying money for your brands not only for keywords. So utilize your brands name as your keyword and use it to rank higher on Google.
Utilize your branded keyword and bid highest for your own brand. Remember, you must target people who are searching for your brand and most likely to convert. Make sure that, you are not only on #1 rank on organic search; your ads are also at the top of the search result.
The biggest mistake people do is that they direct people to their homepage through their ads instead of directing customers directly to product page.
When clicking on your ads, your customers prefer a direct navigation to the exact page where they can find the offered products or services. If they don’t find your landing page relevant to your ads, all you get is some click throughs but no sales.
Your landing page should be your product page. It doesn’t matter how much beautiful your homepage is, directing customers to your homepage will only cost you money for getting clicks.
For example, if your ad is about “red running shoe for men”, your landing page should be the product page or category which shows “red running shoe for men” not “running shoe” or others.
Optimizing of your landing page is fundamental to get maximum clicks and conversion as your landing page is what your customers will see when click on your ads. Visually poor landing page or unmatched landing page have a negative impact on your campaign.
Make sure your ads directly lead your customers to the product page or page that match with your ad’s copy. Create ads and adgroups separately according to your products and try to keep the relevancy. You can either direct your customers to specific product’s page or to category where they can find your offered product and other related products. Remember individual page converts well.
If you are not split testing your ads and ad’s optimal position, then you are definitely doing a big mistake.
Split testing of your ads and campaigns help you to determine which one of your ads and campaign will work better and how much you need to spend for them. When you create your ads you don’t know how people will react and if it is able to convert them. But when you create different types of similar ads, you can test them to find out which one is getting better engagement and conversion.
Again split testing of your ads optimal position on search engine helps you to improve your brand position. It is sometime better to think for lower position on Google. Surprising, right? This is because you may not want people only click to your ads and then leave your page without clicking the CTA button. Getting higher position is great for your brand but sitting on 3rd to 5th position is better for your business. It is great technique to eliminate unwanted clicks as people tend to click the two most top ads by nature.
Split tests your ads, ad’s copy, landing page. You can also split test your ads by using keywords that will ensure your ad’s relatively lower position on Google search result.
You don’t need to be the master of Adwords at the starting point, just be ready to optimize your strategies and get the best out of Google Adwords. Do not expect too much from Adwords. It is just a platform that allows you to create paid search advertisements of your products. But you single handedly can get the best out from it if you know what to do and how. Learn before starting and then get started.