4 mistakes that may ruin your ads campaign

Many advertisers know this feeling: you do everything to make your campaign successful, but still have no positive results with it. It’s possible that you are doing something wrong. Maybe you make one of these mistakes that lead to a total running of your ads campaign.

1.Not enough specification

The conversion happens when a customer realises that you meet her requirements. So, advertising your ticket selling agency, you make a heading like ‘all tickets available’. Wrong!

It’s better to specify some particular matches that are available. Your customer wants to buy tickets for the next Barcelona’s play, but not for ‘any matches’.

2.Driving visitors to the home page

It’s a common mistake that can ruin your whole campaign. NEVER drive your users to the homepage of your website. Even if it’s a multifunctional one. Create a new landing page and optimise it in accordance with the traffic you buy (using keywords, special offers, etc).

3.Not using exact search queries in the heading

Sometimes advertisers forget that heading should contain the search query, used by a person. In this case, the ads will be relevant enough to be clicked. Otherwise, you get low CTR and poor Ad Quality score.

4.Not making a heading that sets expectations

Another ‘must have’ thing is setting an expectation with your heading. It increases your conversions rate because your user understands your offer. Besides, this approach filters out the users that may be not interested in your ads, saving your budget.

Automated bidding vs manual

Bidding is the process of setting the maximum price for one visitor you are ready to pay. Adwords uses it as the main principle of defining the position of an ad.

If you are a publisher, the system gives you an opportunity to choose, whether you’ll set the bid manually or you’ll do it automatically. This article concerns the differences between automated and manual bidding in Adwords.

So, let’s start from the manual price setting. It’s a handy, routine job, which needs you to analyze the bids of your competitors in a certain niche and to modify your bid as often, as it’s possible. Your bid depends on the aim you have – it can be, for example, a second place taking or a third one; or just purchasing some cheap traffic. You can edit your bids for each different keyword, what can be a flexible tool for your business.

The alternative for such an approach is automated bidding. It’s much simpler and easier task, because you delegate the setting a price for one click onto the system. You just need to define, which position you’d like to take, and Adwords will run your campaign automatically.

The functionality of Adwords lets you analyze much. You can learn how the automated bidding was done, what the strategy of a system was and which results have occurred.

Adwords specialists claim that it’s much cheaper to run manual bidding; however, some large campaigns can start with automated one in order to learn the behavior of users and the conversion.