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In the course of providing our professional AdWords services over the last 8 years, we have often come across prospects who feel their campaign setup is already perfect and therefore there's no reason for them to outsource to an agency like ours. That is until we audit their campaigns! Well, here are some of the common mistakes we often find in self-managed Singapore campaigns:
1. Poor Campaign Segmentation
An AdWords campaign should be segmented based on the major categories of your business. And similar keywords should be grouped into the same Ad Groups, and combined with the corresponding relevant Ad Text. We occassionally see campaigns with only 1 Ad Group and 1 generic Ad Text, but targeting hundreds of different keywords. This usually results in poor CTR and cause your Quality Score to suffer, and you're penalized with high CPCs or your ads simply stop showing.
2. Wrong Keyword Matching Options
All too often we see campaigns with no keyword matching. This forces the system to default to using Broad Match, which means your ads are triggered by any search word that is even remotely related to your target keywords.
This results in you competing against yourself and you end up possibly paying higher CPCs. Some of your keywords also stop triggering ads because they're competing with other keywords.
3. Poor Ad Text
Many advertisers simply do not pay enough attention to their Ad Text. A boring ad copy or an ad copy that is not relevant to the keywords, results in low CTR. An if the ad copy does not match what is being offered on the landing page, you end up with poor conversions. Take for example the ad above, which should have provided details about the apartment available rather than a generic ad. Because someone looking for an apartment will already have an idea on the desired location, number of bedrooms and price.
4. Not Having Sufficient Budget
We sometimes hear clients complain they don't see their ads. This is usually caused by an insufficient budget, i.e. your budget gets exhausted too early in the day and your ads stop showing. Or if you've set your delivery method to Standard, Google will try to stretch your budget and hence, not show your ads all the time. You can check your Search Impression Share by doing the following:
Ad Groups > Columns > Customize Columns > Competitive Metrics > Search Impression Share
In the example above, the advertiser's ads are only showing 10.54% of the time, which means he is missing out on a lot of opportunities.
5. Exclude Negative Keywords
Another often under-used feature in AdWords is Negative Keywords. In the example above, the advertiser is targeting "company secretary" keywords to sell his corporate secretarial services. However, his ads will also be triggered by unrelated searches like company secretary jobs or courses. You can find what triggered your ads under:
Keywords > Keyword Details > Search Terms > All
You can then add your negative keywords to the list. Back to the earlier example, now the advertiser's ads will no longer be triggered if someone searched for "company secretary course".
6. Sending All the Traffic to the Homepage
This is another common mistake. Instead, the advertiser should create different Ad Groups for each product or service, and send the traffic directly to the corresponding page on the website. What's even better is to create a new landing page that's designed for conversion and include any on-going promotion, instead of using your existing webpages.
Save yourself the hassle and let us manage your AdWords campaign
Creating an optimized campaign that produces the highest ad positions, the lowest CPCs and the best conversions requires considerable skills, time and effort. SearchGuru can help you set up, optimize, monitor and manage your AdWords campaign - while you focus on making money!
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5 Reasons to Outsource Your Campaign to SearchGuru:
1. SearchGuru is a Google Certified Partner.
We have 7 Qualified Individuals managing over S$1.5 million ad spend. Verify our status above.
2. We've Managed Campaigns with S$40,000/mth Budget.
We're highly experienced and have managed big campaigns with the most challenging KPIs.
3. Constantly Working Hard on Your AdWords Campaigns.
We constantly monitor and tweak your campaign to deliver more conversions at lower costs.
4. No Long-term Contracts.
We charge a flat-fee, regardless of ad spend. Fire us after 3 months if we don't deliver.
5. We Are As Transparent As It Gets.
Get detailed monthly campaign reports and access the AdWords account at anytime.
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Some of our clients:
Professional campaign management from S$350 a month.
Pay 3-monthly, no setup fee, no contract!
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