10 Big Mistakes by AdWords Beginners
Perry Marshall sent me an email with an excerpt of a chapter from an excellent new book from his friend Howie Jacobson.
The book, called AdWords For Dummies, includes a chapter called "The 10 Most Serious Adwords' Beginners Mistakes".
Pay per click advertising is one area where mistakes can prove quite costly. Literally.
Here is a brief rundown of these mistakes:
- Forgetting to Split-Test Your Ads
- Letting Google Retire Your Ads Without Testing: Turn the "Optimize Ad Serving" feature OFF in 'Campaign Settings'
- Split Test for More Than Just Higher CTR: Conversion Rates and Cost per Customer are way more important than CTR.
- Not Paying Attention to the Display URL of Your Ad: Often small adjustments lead to big improvements.
- Creating Ad Groups with Unrelated Keywords: Ad groups should include related keywords, landing pages, and ads.
- Confusing Search and Content Results: Separate Google and Search and Content into different campaigns so that you can tell where your traffic is coming from.
- Ignoring the 80/20 Rule: spend the majority of your time on your ad groups, keywords, and ads that are bringing you the most results.
- Declaring Split-Test Winners Too Slowly: The faster you can declare a winner, the faster your business improves. Here's a free tool that can help: Splittester.
- Declaring Split-Test Winners too Quickly: Wait for at least 20 clicks per ad.
- Ignoring Negative Keywords.
Howie's new book will be a great help to those new to pay per click and those looking to improve their existing campaigns.
Enjoy!
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