Google Adwords – What it is? And What Common Mistakes to Avoid?

Google Adwords is an online advertising method that allows advertisers to promote their offered products and services on Google. The advertiser has to pay for the ads when any online user clicks it. It is basically known as Pay Per Click (PPC) advertising.

It is considered an effective way to generate the maximum traffic to your site with the paid advertising. Several things need to be taken into account when building an Adwords campaign for a website. If you do not know how to run such a campaign effectively, you can lose hundreds of dollars in no time.

Here, advertisers bid on the most focused keywords and run a campaign on the Google Network platform. Search Network and Display Network (also known as a content network) are the parts of Google Network that allows you to show your ads in two different advertising ways. But, you must know what they are and when to use them based on your campaign needs. 

Search Network

Your online ad can be appeared differently by focusing on Adwords campaign settings. Search Network allows paid ads to be featured in the Google search results when any users search for that particular keyword. These ads appear beside, above, or below the Google search results. They can also be shown on the websites of Google search partners. You can include or remove the search partners by simply checking or uncheck the box next to ‘Include search partners’.

Display Network

Display Network allows your ad to be displayed on the millions of websites, videos, and apps, having similar Adwords ads. When your targeted keywords are related to these websites’ content, your paid ads get displayed. You need to set your paid ad campaign either ‘Display Network only’ or ‘Search Network with Display Select’ in order to show the results on the Display Network.

When to Use Search Network – It is a form of PPC advertising that allows you to place your ads on Google SERPs. In order to expand it, you can include ‘search partners’ which is a group of smaller search engines.

Such type of advertising format targets the active searchers. If you have a limited budget and are selling emergency products/services such as a plumber, electrician, etc., you should start your Google Adwords campaign with Search Network.

When to Use Display Network – This traditional search advertising allows advertisers to place their ads on a number of sites across the internet. If you are looking forward to expanding your online presence, you have to go with such a campaign network. Your ads attract users reading online news, blog posts, watching online videos, etc.

When your ad appears on a variety of websites, the chances of broadening the fan bases increase to a great extent. If you want to promote brand awareness or have a lengthy sales process, running a Display Network campaign would be the best idea.

Search Network Campaign drives more conversion as compared to the display campaign. On the other hand, Display Network drives more online visibility and increases search volume for your business. If you are new to the digital marketing world, it is recommended to take the help of Adaptify, an SEO digital agency in Melbourne, to ease the task of finding the best-targeted keywords. 

Avoid These 5 Mistakes When Setting Up Targeting in AdWords

Are you aware of what you are doing wrong when targeting audiences through AdWords? Based on the current scenario, it is found that audiences are given more importance than keywords to get a successful online business within less time. Therefore, audiences are considered as an important part of the AdWords campaign. But, still, many marketers make certain mistakes that bring a bad impact on their overall efforts when setting up targeting in AdWords.

Generating Niche Lists Targeting Small Audience

Some create niche lists that target small audiences. It is better to take the help of Google Analytics to identify the number of unique visitors on definite pages for a definite time period. You have to consider a wider targeting list. Spending time creating unusable lists is just a bad idea. The list sizes also depend on whether you are performing a search or display remarketing. 

Inappropriate Ad Groups Settings

This mistake can lead to wastage of large costs or reduction of traffic. If you set up a bid campaign and bid-only ad group, you will observe more traffic than you expected, resulting in a higher cost. If you set up a bid-only campaign and bid ad group, you will observe an intense reduction of traffic when you contracted the audience to only returning visitors. You must know the ad group settings i.e. which one to target and bid.

Setting Lists with Improper Durations

Some marketers are not aware of the importance of durations. You must set up the lists with 180-days duration for RLSA campaigns and 540-days duration for display remarketing. If the duration is not set up properly, it may lead to missing a large amount of traffic or may mislead about the number of people you are reaching via the list.

Often, search marketers forget to subtract the duration from one list to another. It will end up reaching the audience through a list with higher bid traffic. It means you pay more than it was required.

Forgetting To Set a Frequency Capping

Some marketers make a big mistake by forgetting to set up a frequency capping. Setting a frequency cap allows you to restrict the number of times a particular visitor has displayed the ad. It can be adjusted with a variety of options such as a limit for impressions that are set up for an ad, ad group, or campaign. Just select your campaign’s “Settings” tab, then click the Edit option of “Frequency capping” under “Advanced settings”.

Inadequate Tracking of Seasonal Audiences

Marketers often make the mistake of not tracking the audiences during a definite time period. Tracking seasonal audiences is useful during seasonal products or services sales like festival gift shopping. You must know when and how many people are coming around the specific time period. The list with improper duration needs to remove all users when you want to use it again because the selected duration has been passed.

Final Words

Hope this post will help you to set up the keywords list more effectively. Just need to access the bid adjustments regularly for the audience and analyze its effect with the right strategy. Let’s reach your potential customers and enhance your business by creating an effective Google Adwords campaign by Adaptify.