Sometimes the biggest obstacles preventing an advertiser from
being more successful with AdWords, has nothing to do with their AdWords
account. There are lots of other factors that will determine the
ultimate success of their AdWords campaign. The real problem may
be because:
- Their online business model is flawed.
- They don’t have an appreciation for the mindset of a
visitor from search engines.
- They don’t appreciate the inherent “shopping” nature of
an online visitor and the associated (ROI) metrics.
- Their website, especially their landing page, is not
optimized for visitors from search. The landing page
and website are little more than an
online brochure or ordering form. It doesn't SELL!
- They haven’t taken the time to understand their online
competitive standing.
Unless the advertiser has an appreciation for the entire
end-to-end online selling process, they probably won’t be able
to make significant progress in their online business because
AdWords is only a piece of the puzzle. If the advertiser and the
consultant only focus on the mechanics of AdWords, there is a
chance the biggest opportunity may be overlooked. You see, AdWords is
about what happens before the click and landing page
optimization is about what happens after the click!
Both are critically important elements of a successful
online direct-response marketing campaign.
But when it comes to the performance of the advertiser’s
AdWords account, here are some of the most common issues I see:
- They don’t understand the psychology behind the search
query or what’s going on inside the head of the user. A "User"
is what Google calls anyone who uses Google.com.
- They focus too much on keywords and not enough on search
queries.
- They don’t appreciate that every search query is a market
unto itself.
- They don’t realize that every search query has a unique
value to their business.
- They don’t have a viable bidding strategy. They let their
ego get in the way or they have no plan whatsoever.
- They don’t understand the importance of keyword matching
options or how to use them effectively.
- They don’t understand the significance of ad groups and
how to construct them properly.
- They are intent on using certain AdWords features, but
don’t really understand how to use them properly.
Is any of this hitting home? If so, perhaps we should talk.
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