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This article is to share with you about the 26 mistakes made by beginners in AdWords, which the editor thinks are quite practical, so I share them with you for study. I hope you can get something after reading this article. Without saying much, let's take a look at it.

1. When setting up your bidding ads, select all GOOLE default settings. We like GOOGLE very much, his interface is very good, his service is also very good. But we need to face it squarely. All default settings are used to maximize the benefits of GOOGLE. Sometimes it means you have to spend more money. It also means that sometimes it doesn't make your bidding ads more effective.

Try to make the budget as wide as possible. No matter what kind of PPC genius you are, you can't boast a budget of $5.00 a day in North America. I've never done such a thing, but I've had it done and tried twice. Consider your cost per click and budget. Suppose the average cost per click is $1.00 and there are five clicks per day. Then you need to make these clicks as targeted as possible.

3. Content network. GOOGLE sets the content network as the default option. But content networks are not for everyone. I have seen a lot of examples of content networks that cost people a large part of the budget but bring a very low conversion rate. Content networks can also bring great success to some businesses. But he is not a bidding option chosen and forgotten.

4. The setting of geographical location is too broad. Where you do business is different from your target market. Because you can easily ship your goods anywhere in the world, but that doesn't mean someone in Istanbul wants to buy from Iowa. If you don't focus your PPC budget on where you are most likely to get a conversion rate, you are wasting your budget that could lead to success.

5. The geographical goal is too narrow. Although this mistake is not very common, I still see a lot of it. Many companies sell only in a small geographical area (for example, less than 5 miles). Think of some local enterprises, such as dry cleaners, tutoring centers, veterinary rooms, etc. You do need to reduce the range of ads you offer (according to # 4 above), but google won't be that accurate. So, if your geographic radius is 1 mile, try setting your geographic radius to 10 miles.

6. A very complex account structure has been established. The more complex your account is, the harder it is to decide which ones are useful and which are not. You can also often build ad groups and keyword lists after you have good things that are useful and what you don't foresee.

7. Use the same bid or budget for the entire account. It's like, it's a problem if it's too complicated, and it's also a problem if it's too simple. Regional targets are set at the bid level, as is your daily budget. You can get some high-margin products by broadening the scope, or often listing keywords (which require more budget allocation). Setting more bids will enable you to achieve the above results.

8. Do not use time-sharing settings. It would be great if you had a large budget and could afford to work 24 hours a day, seven days a week. But for those who need to make budget decisions, timesharing will be your best friend. If you are a B2B business model, it is possible to maximize your budget by running it from 9am to 17:00 every day, Monday through Friday. Remember that the time of the daily goal is set according to the time domain. If you are using Eastern Standard time, but California is a big market for you, you should consider making time-domain differences.

9. The division of advertising groups is not enough. Advertisements are distinguished according to advertising groups. Divide your keywords into keyword groups on different topics, and then write ads that highlight the topic, and you will get good click-through rates and returns.

10. There are not enough ads in your ad group, so it is not easy to write targeted ads for each ad group (of course it will be a bit tedious). But when you think about it, customers will click on the most eye-catching ads. If your ads are not as eye-catching as your competitors, you won't sell a gadget. You know your customers, and you also know what you're selling, so why write more than one ad in each ad group? If you don't, you won't be able to test different messages. Believe me, when I tell you that, you will be surprised by the results, and you will learn new information about your clients.

11. Use very broad keywords. A wide range of keywords are gradually used as early as the beginning of the buying cycle. Think about the differences in the keywords "Vacation", "All Inclusive Vacation" and "Bermuda All Inclusive Vacation". In general, we will find that people start to use a very wide range of keyword queries early in the purchase cycle, and it is still in the learning stage. As a result, the response rate for these types of keywords is low. And a wide range of keywords require a lot of cost. In a narrow sense, more specific keywords will be used by people who know what they want and are closer to the purchase stage. I have seen a wide range of keywords spend 50% of the budget of a small business without any conversion rate. In this case, customers cut their expenses in half by not bidding on expensive keywords, maintaining the same number of transitions and doubling their profit margins.

12. Use only a wide range of matches. Extensive matching is another default project in google. It allows google to display various types, plural, related words, etc., of your ads. If you only use extensive batch matching, you will find that your ads have very few click-through rates.

13. No negative keywords are used. Negative keywords can make widely matched keywords more effective by telling search engines not to show irrelevant searches.

14. Did not bid on your brand name. You may think you don't have to bid on your sign because your customers will know how to type your company's URL in a browser and then log in directly to your website. Don't expect that. People type www.companyname.com on their search querier. I'm sure you don't want to miss these clicks. Unless your company name is like "Dell" or "Sony", the cost per click of your brand is very low occasionally. They can also be your highest conversion keywords.

15. Do not bid when your brand name is misspelled. If the brand is important to you, it can be nerve-racking to bid on your misspelled brand. But remember, only those who misspell it will see the ad. But they can't know more. Imagine a situation where if someone hears your ad on the radio, you're not sure if they will spell your company name. Therefore, bidding on misspelled brand names can increase the effectiveness of your ads when you are not online.

16. Dynamic insertion. Dynamic insertion can put the keywords used by the searcher into your ad title. If done well, dynamic insertion can increase your click-through rate more quickly. For example, if someone searches for child quilts, they will find your ad that says "Child trapped". The average searcher will think, "Wow, these merchants have exactly what I want," and click on your ad. But give some warnings. Dynamic insertion can also go wrong. You need to retrieve it yourself to test dynamic inserts to ensure and see how they are displayed.

17. Maximize the bid. If you set your maximum bid too high, you will pay more per click than you need, especially if you use extensive matching. If you're the only one who bids for a keyword, you don't have to pay $1 per click. Try $0.1 at a time and see how it turns out.

18, bid first position, there is no doubt that the first position can store the most clicks. But your goal is not clicks, but sales. If people compare shopping, you will find that a position in a lower but still more than half of the place (such as the third place) will cost less and have a higher response rate. It is important to test profit margins in different locations.

19. Tiresome copies of advertisements. Do some keyword search and most of the time you will find really tiresome copies of advertisements. Your ad will drive people to click. Make sure they have a reason to click. See how your ads compare with your competitors. (looking at your own ad), do you want to order it?

There is no clear call to action. It belongs to the category of psychology. You have to tell people what you want them to do next. A number of studies have shown that a clear call to action can increase click-through rates and returns.

21. There is no test for small changes to the same ad. Making some different advertising words for the same advertisement and testing the effect caused by these changes will have a great impact on the response rate. According to MSN, the effect of "buy now" in the training area is 171% better than the word "Click here".

22. Do too many tests at once. This is obvious. But let's assume for now that if you want to test some multiple variants of three headings, it has three different first lines and three different second lines. That would be 27 different tests. Even with 100 clicks per test, 2700 clicks are needed. If you're in a low-volume, high-margin industry, it's possible to take months to test.

When you set a pay-per-click test, you need to consider how many times you have been clicked to get the correct statistical results. If the 99th person clicks on an ad, he or she will get a 1% hit rate. When the 100th person also clicks on your ad, it is also possible to give you a 2% click rate. So simply test two at a time, it's easier to do better.

23. Send all the traffic on your home page. The home page is typically not where you get the highest conversion page. If you always take people to the home page, but it doesn't always happen to be the place where they want to search. If you treat each click like this, you will lose your customer. Why not send it to where they first told you what you were looking for?

24. Ignore the quality score. Quality scores have a big impact on your advertising bidding. Improving your quality score will increase your sales and reduce your expenses. But it takes time to improve your quality score. (for example, making a personalized landing page) however, it is often well worth doing.

There is no way to track the rate of return. If you have not done e-commerce on your website, you will find it difficult to track the conversion. However, whether through online inquiry or using a fixed phone number, tracking the translation is critical. Your keyword with the highest click rate has never been changed. If you can't test the conversion message. You may waste a lot of money.

26. Passed the error standard test successfully. Which do you prefer? A 10% click-through rate and 2% response rate, compared with a 5% click-through rate and 3% response rate. Let's do the math problem. Let's assume that there are 1000 ad exposures per day calculated at $1 per click, as well as the revenue of $50 per conversion.

In case one, it may cost us $100 (1000-10%-1) and earn $100 (1000-10% "2%" 50) as a return on investment, but we don't make any money.

Scenario 2 will cost us $50 (1000%) and enable us to earn back 50% (25%) profit margin and $75 (1000% "3%" 50) sales.

Sometimes it's more successful to do the math.

These are the 26 mistakes that beginners put into AdWords. The editor believes that there are some knowledge points that we may see or use in our daily work. I hope you can learn more from this article. For more details, please follow the industry information channel.

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