Advertising your business using pay-per-click ads, such as Google AdWords, might seem daunting – especially when it involves bidding for keywords. But it doesn’t have to be. Knowing some common AdWords myths and mistakes will make you more at ease when it comes to creating a successful ad campaign. Here are the top Google AdWords myths:
1. A higher bid will increase my visibility
Bidding higher for keywords doesn’t guarantee more visibility for your ads. Google positions your ad based on a number of factors: your competition, your ad extensions, your maximum bid and your Quality Score.
When it comes to your AdWords campaign, a high Quality Score is the key to a successful campaign. It’s a grading system based on the quality and relevance of your ad. The great thing about your Quality Score is that you can improve it without incurring additional costs. And, as a bonus, the higher your score, the lower your cost-per-click (CPC) and the better your return on investment.
TIP: Learn how to improve your Quality Score.
2. A successful ad campaign means getting the top spot
Aiming for the #1 spot isn’t necessarily better for your campaign; in fact, it might hurt your budget. When your ad is placed in positions 2 or 3, or even 4 or 5, instead of the top spot, you will still get plenty of clicks. As well, just because you aren’t #1 doesn’t mean people aren’t going to consider your product or service, so there’s no need to fight for the #1 spot.
3. My competition will make me pay by clicking on my ads
Click fraud is a concern many businesses have when it comes to their online campaigns. Business owners worry that their competition will intentionally click on their ads to make them pay more. However, not only is this unlikely to happen to your own campaign, Google has created a robust click fraud program that detects and filters out invalid clicks in real time so that you only pay for valid clicks on your ad.
4. Google AdWords Auction is expensive
The notion that only large corporations and people with lots of money in their pockets can afford online ads is simply not true. Google AdWords makes it easy to manage your ad spend by setting a daily budget and maximum bid.
You can set your daily budget at any amount and change it at any time. This gives you control over your overall AdWords budget. To further refine and maximize your ROI, you can select a maximum bid amount so that you’ll never pay too much for your ad.
5. I should have more relevant keywords to boost my Quality Score
The more relevant your ad, the higher your Quality Score, and the higher your ad will rank. Although having relevant keywords is an essential ingredient when it comes to improving your Quality Score, simply using a ton of keywords won’t work.
It’s better to use a few highly specific keywords that matche your ad and website instead of having multiple keywords that don’t fit perfectly. Why is this? Your ad will be more relevant to search queries since your ad will contain a keyword from the search. The cool part is that Google will highlight keywords in your ads that match the search that was performed – making your ad stand out.
For instance, your ad for chocolate recipes may be loaded with keywords that point to it, such as chocolate brownie recipe, chocolate cookies recipe, chocolate banana bread recipe. However, if a person is only looking for chocolate brownie recipes, they are less likely to come across your ad because this ad is not specific to chocolate brownie recipes.
6. I don’t need to create a new landing page for my ad
Your landing page is the page that people land on after clicking a link from your ad. Many businesses make the mistake of linking their ad to their homepage or another page on their website that is not customized for their ad. By failing to tailor your landing page, you are missing the mark when it comes to making your ad more relevant.
To improve your relevance, simply make sure the titles in your ad copy and landing page match. As well, make sure that what you promise in your ad is also found on your landing page. Your ad campaign success goes beyond the ad itself, so make sure you also devote time to polishing your landing page.
Get help with Google AdWords
We understand that AdWords isn’t always as straightforward as 1-2-3. From keywords to ad groups, the Google certified experts at Yellow Pages can help you start your campaign or help you make it better.