Are Your Google Campaigns Working Optimally?

Google is a great way to optimize your online traffic but it only works if you have it set up appropriately. There are many companies that are utilizing Google campaigns but are not seeing many, if any, results from it. In order to ensure that your campaigns are working correctly, there are a few steps you need to take to set them up correctly.

Correct Keyword Selection For Your Google AdWords/PPC Campaigns

First, if you are utilizing AdWords, you need to ensure that you have chosen the correct key words for your business. A common mistake that people make is choosing a large umbrella of words for their AdWord campaign. They think that if they cover all of the possibilities, they should have a better campaign. However, choosing words that do not give you results could actually make your campaign do worse than if you chose a few words that are better suited for your company and market.

To see what words are performing for you, do some research. You should not only look at words that generate clicks to your website but actually result into conversions of hits and utilization for your business. If the words do not generate customers, then it is highly likely that the keywords you have chosen are not well suited for your business. It is also possible that the keywords you have chosen have multiple meanings and the people finding your website are looking for something completely different. Take all of these factors into account when you are choosing words and doing your research.

Not Creating A Great User Experience

Another big mistake that companies make while setting up their Google campaign is sending all online traffic to the home page. Instead of just focusing on your home page, attach key words to all of your pages. With more pages to choose from, you can make each link more efficient. It is also more beneficial to the consumer. Instead of sending them to the home page and making them search for the page with the information they need, you can send them directly to the page. You will want to ensure, however, that the AdWords you use for the pages are well suited, as discussed earlier.

Not Tracking All Lead Generating Events On Your Website

The last reason your Google campaign may not be working optimally is because you are not tracking and reporting all of your data to use in the future. You should link your Adwords to Google Analytics so you can monitor how well your campaign is working and also determine when it is time to change your keywords if they are not working well. You should incorporate phone tracking to see how many leads are coming in and how many of those are converted into customers. These results should be measured on a monthly basis.

Not catering Ads For Each Stage Of The Customers Buying Journey

Another major mistake that companies make is not catering to customers in different stages of the buying cycle. You should use keywords that will reach potential customers during their search journey as a broad term becomes more defined. This tactic can lead them straight to your company instead of a competitor. Do not forget about the people who are still in the searching stage.

Not Using All of the Tools Available to You, to Maximize Your Ads Effectiveness

In addition to Analytics, Google also offers AdGroups, Ad Targeting, Match Types, Keyword Insertion, and Ad Extensions. Most smaller businesses are not aware of these programs but they can make all of the difference in your campaign. One of the programs, Ad Targeting actually allows you to target certain types of consumers based on things like geography, age group, content, mobile users, and the time of day. Using Analytics with these programs can help you optimize your Google campaign in a way that you may have never imagined before.

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