Marketing professionals and regular users alike know that using Google AdWords advertising is a great way to drive traffic to their sites. Because it can be expensive if not used correctly, everyone is looking to manage their campaigns as efficiently as possible to get the best return on investment.

A poorly managed campaign can cost more than it brings in, but a well-structured campaign can grow your business significantly. It’s all about the quality of your AdWords knowledge, but also how smartly you manage your campaigns.

In this article we will discuss the top five mistakes that Google AdWords users make and how they can be avoided by calling on the services of AdWords specialists.

1. Inappropriate target audience for the product

The majority of AdWords users spend their advertising budget on sites that do not coincide with the target audience of the product or service they offer (for example, a large proportion of ads end up on children’s apps).

AdWords experts deliver ads to the target audience according to the type of business, using options hidden at first glance, which are not accessible to users unfamiliar with the concepts of this advertising service. At the same time, they target the right locations for your ads. Country targeting does not mean that ads will only appear in that location, it is eligible to appear anywhere in the world because AdWords uses more than just settings, it takes into account IP, address, location.

A large part of users believe that they have effectively chosen the target audience and aspects related to it (such as location, age), but the results are slow to appear because AdWords has different algorithms that can produce unwanted results, not understanding them properly.

2. Using inappropriate keywords

Many users use keywords incorrectly. There are three categories of keywords that every Google AdWords advertiser should know:

• loose fitting ones,
• expressions,
• those with perfect fit.

For broad match keywords, ads will be shown regardless of the order of the words in the search string. Following very strict keyword matching rules, they are avoided by most users.

When you choose to use phrase or phrase keywords, your ads will only appear when users search for those keywords in the order you entered them.

3. Badly written ads and lack of extensions

Writing a compelling ad is very similar to writing a blog headline. If you want to write powerful headlines, you need to test and see what works. Most users do not have the necessary writing experience, so the ads end up being poorly designed or ineffective.

Have you chosen the right keywords, but results are slow to appear? One of the reasons? You haven’t installed or optimized your ad extensions.

A professional marketing team, with technical and creative experience, has the synthesis ability that will transform your ads in the most effective way possible. They use different extensions (ad, link, call and location) that can be effective in increasing the number of clicks. They use the right ones for your business because the wrong ad extensions won’t attract the users you want and might even scare them away. https://www.youtube.com/embed/6hv5hl89RN4?wmode=opaque

4. Misallocation of budget and conversions

When you run a business – even in the offline world – you need to track conversions and profit margins. You do this because you want to improve your income, not just your short-term profit.The same principle applies to AdWords ads, but many users end up making a short-term profit.

Marketing services are designed in such a way that the budget must be consistent over time and clearly represent a clearly determined part of the company’s budget (such as the budget for the accounting service, the budget for salaries, for fees and taxes, etc.) .

Since Google AdWords experts are familiar with such concepts, their objective is to achieve a constant increase in website visibility, in the long term. They know and test what type of conversion works in each industry (domain) to apply the correct ones to your business. Applying effective and cheap display campaigns, the cost you pay per word can be up to 10 times lower than in a generic campaign. Optimizing ads, landing page and keywords offers the possibility to save up to 90% per click.

Other reasons why the cost can be so low is their rich knowledge of SEO, which is intrinsically related to AdWords. Without good knowledge of SEO, Adwords can easily become a black hole of the company’s budget.

On the other hand, experts in the field know how to use the settings (other than the default ones) from Google to be as profitable as possible for the client, at an affordable budget.

5. Not using negative keywords

Not using negative keywords is one of the biggest mistakes AdWords users make. By using a negative keyword correctly, you can exclude keywords that are not suitable for your product or service. This can reduce your costs and increase your income at the same time.

However, without the advice and experience of an expert, the user may choose to exclude keywords that are relevant to his business.

6. Lack of strategy and testing

If your goal is to improve brand visibility, then it’s a good idea to be in one of the first two ad positions, but if your goal is to get the best results, sometimes it’s better to be in position 3-5.

Without testing, there’s no way to know which ad position is best for your business. Sometimes positioning in one of the first two spots works very well, but other times, positions three or four offer better efficiency.

Besides, without a well-defined strategy, user-created ads can have a negative result on their budget. AdWords professionals study the market constantly and can provide you with quality results by managing your budget in the most efficient way possible.

As with any other marketing strategy, not all of these tactics will work for everyone. Finally, most AdWords experts have a lot of knowledge in this field that your business will need for natural and financially healthy growth in the long term.

Do not hesitate to call on the services of a professional! You will save time, money and you will always have an ally and an advisor with you who will be close to you every step of the way. You decide to take a risk, with an uncertain possibility of success, or to win slowly and surely, leaving the promotion in the hands of a specialist, it’s only your choice!