Adwords Campaign Killers
Google Ads or Adwords focus on keywords. When someone searches for a term, Google will automatically bring up whatever ad has been slated for that keyword. In some cases, keywords are so popular that Google has to “auction off” the keyword so that only a limited number of ads appear. Some of the biggest names are terms like “insurance” and “attorney.”
Although businesses and even marketing companies put a lot of time and effort into developing what kind of keywords you should have, they rarely consider what type of keywords you should avoid.
RealTop Marketing wants to give you some quick pointers to make your Adwords campaign even more effective.
Differentiating Providing Services and Providing Information
Although providing information about your services is important, you do not want your website to turn into a stand-alone resource for users.
While getting background about, for example, the divorce process in Arizona is helpful, it should not be the only thing that a visitor does when they come to your site. They should get some information, realize that you are an authority on the information, and then reach out to you to get some additional help.
You should not offer enough information that the client can go through the process on their own. So, how can you ensure that they do that?
Get Rid of the Word “HOW” on Your Site
The word “HOW” is the biggest Adwords campaign killer if you are just starting out with a new marketing campaign. You do not want to teach your potential customer so much on your site that they no longer need your services.
Imagine that you are a plumber who offers residential services. While the phrase “How can I fix my leaky faucet?” will get users to your site, they are not the right type of customer that you want visiting. You might get a higher number of clicks to your site targeting this phrase, but your conversion rate is going to be much lower.
This customer is not looking for a plumber—they want DIY advice. As a result, by providing a blog on how you can fix a faucet, you are giving this person the tools they need to avoid using your services altogether. It completely counteracts the value that you are trying to provide.
Which Words Should You Use Instead?
You want to target customers who are looking for help. The following words indicate that someone is looking at options to hire a professional.
- Company
- Consultant
- Service
- Best
- Installation
- Professional
Those who include these terms are often not DIYers—they are ready to hire a professional.
Getting “HOW” Out of your Campaign
When you build your Adwords campaign, you have the option to include “negative keywords.” By adding “HOW” to your negative keyword list, you can avoid a lot of people who are just looking for free advice and information and who are not really interested in using your services.
Do you want more help on how to make your Adwords campaign better, with higher conversion rates? Contact the RealTop Marketing Team for a consultation.
Best regards,
Nikitas Tsoukales,
CEO Direct
Line: 617-315-1138
Main Line: 800.676.8350
Skype: nikitastsoukales
Email: nik@realtop.com