Correcting Common Google AdWords Mistakes with Mona Elesseily

Currently, paid search comprises about 15 percent of ad spending for businesses in the U.S., and it will continue to grow. Campaign setting mistakes, keyword mistakes, ad copy mistakes and landing

Mona Elesseily, VP of Online Marketing Strategy, Page Zero Media

Mona Elesseily, VP of Online Marketing Strategy, Page Zero Media

page mistakes are all areas where your PPC campaigns can likely be repaired and improved.

Campaign Settings Mistakes:

(Under the settings tab, there are many changes that you can implement)

Defaulting to a standard account is an error. Selecting the “All features” choice gives you more customization and is more robust.

Keyword matching options- opt out of including plurals and close variants. Google tends to favor

Pubcon New Orleans 2013

Pubcon New Orleans 2013

broad match so having a more specific target will lessen your spend.

Ad rotation settings- select to rotate indefinitely. This will mean your high performing and low performing ads will be rotated.

Default to mobile devices with full browsers rather than the simple default mobile setting Google provides.Change mobile bid adjustments and it’s a percentage of the desktop bid, and change mobile ad copy.

“Default locations” is too broad as a setting, tweak to your specific areas in custom settings.

Keyword Mistakes:

Not enough keywords. Product related terms, brand related terms, problem terms, and solution terms. Have many terms in your account so that you cover products from multiple angles.

Not including enough negative terms is a flaw. Amp up the negative keywords in your ad campaigns to increase your campaign’s



overall success.

Use the Google keyword research tool! Soovle can give you insight into huge sites and the commonly searched phrases. has modifiers to enhance your keywords as well.

The search terms report/search query report is extremely valuable and it shows you which ads are getting clicks.

Too many keywords in ad groups can lead to poor performing campaigns. Create specific themed ad groups, include 20-25 terms per ad group, and separate campaigns for search and content.

Not understanding your competitors is a fatal PPC error!

Ad Copy Mistakes:

No value propositions included in the ad copy is a detrimental AdWords practice.

No call to action – Using “Shop Now” instead of “Buy Now” can be more effective, text different calls



to action.

Not filtering clicks is a mistake that should be adjusted and filtering should certainly be put into practice.

Providing no difference between you and the competitor is a huge mistake. Offer unique selling propositions, unique offers, benefit statements, calls to action and more to stand out in the eyes of searchers.

Very little ad testing. Perform tests! Get XYZ Online can be more successful than XYZ Sale! Test words like try, get, buy. Offer different things: free shipping, limited time offers. Test prices and no prices in ads. Ad testing tool:

Landing page mistakes:
Having a complicated page is a no-no. Simplify and have the lead form on the page! Too much information is overwhelming. Having a price listed will likely begin a “price dance” where a user will try to look for a competitive rate. Additionally, bad images can be extremely detrimental to your paid search efforts and conversion rates.

Buying into quality score myths is a mistake, because it’s only calculated at the keyword level and

Photo: New Orleans Convention & Visitors Bureau

Photo: New Orleans Convention & Visitors Bureau

may not be accurate for your entire campaign’s success.

Realize that your landing pages are shortcuts and use brain shortcuts to increase conversions. Provide clear and simple choices, and show prices in decreasing order.

Appeal to a specific group within your audience. Test different text and images and see where your traffic is not only come from, but ultimately converting.

Implement these tips for strengthening your PPC campaigns and Google AdWords and remember that testing new techniques is a great way to learn more about the audience you are attracting and what they are ultimately looking for.