Last week, I spoke at The Chattery on the basics of Google Adwords. There was a great crowd, and the attendees had lots of insightful questions about the nature of Adwords.
What is Adwords?
Google Adwords is an incredible marketing tool that can have almost instant results for clients. Just this month, I launched an Adwords campaign for a client and saw their first lead come through within 24 hours. While this is an extraordinary example and is not always the case with campaigns, the fact of the matter is that it is possible. Yet, most of the business owners I talk to are very critical of Adwords and feel that it is nothing more than a money pit.
I think it’s important for business owners and marketing managers to understand the complex way Adwords functions and the common pitfalls that I find almost every time I assess campaigns. This is part of what I discussed during my presentation.
What are some common campaign pitfalls?
One of the default settings that many leave on in Adwords are text ads running in the Google Display Network. Many people that I talk to aren't even aware that their ads are running in the Display Network. Display Network ads, in case you aren't aware, are image ads you see on news sites. If you are running a “search network with display select” campaign in Adwords, Google will automatically take your text ads and convert them into image ads. While that may sound good to have Google automatically make an display ad for you, this can cause ineffective ads to be run and unnecessary ad spend to be used.
This is just one example of many issues that can occur within the initial setup process. I have met business owners that were shocked to find that their campaigns were running across the whole United States or even into Canada, when their real target is just 25 miles from their business’ location.
Proper configuration of an Adwords account is key. Once business owners and marketing managers realize that the setup process is critical to a healthy campaign, they realize that their current approach to Adwords may need to be reassessed.
I was very honored to speak at The Chattery and hope that it was helpful to all that attended! If you’re interested in hearing more about speaking engagements with Papercut employees, sign up for email list.