Common Mistakes

If you already have an AdWords account, or are even having it managed by another AdWords Management agency, you may not be getting the results you want. Perhaps there’s a nagging feeling that there’s more that could be done.

Are your ads reaching their optimum market? It could be that there are many more relevant keywords that you’re missing out on.

Are your ads reaching the wrong people? An alarmingly high percentage of clicks are pure waste – showing for search terms that are similar to your keywords, yet totally irrelevant to your target market. We perform ongoing analysis to continually streamline the clicks and ensure there is as little waste as possible – preferably none at all. It may also be the case that your ads are showing to irrelevant geographical areas – if you’re a hairdresser based in Wimbledon you don’t really want to be showing ads to the whole world!

Are your bid prices being optimised efficienctly? Some of your keywords will perform higher than others, whilst some will want to be paused for not generating conversions (e.g. sales) above their click costs. Proper analysis and optimisation of the data is important to ensure the power of your acccount is being maximised.

Are your ads capturing your target market? Even subtle differences in ads can lead to dramatically different “click through rates” (the percentage of people who click on your ad). We test ads alongside each other to continually explore better performing ads. Of course there’s no point in having an increased click-through rate if the clicks don’t convert – so it isn’t always the case of higher is better. This is why an understanding of statistics is so important.

Are your landing pages optimised? Frequently the traffic may be relevant and high quality, yet the conversions aren’t happening. This is when you need to really look at the site – are you being undermined by competitors? Is something turning your customers away (e.g. poor loading times?) Are your prices too high?