I’ve seen a lot of AdWords accounts in my time and without fail the biggest problem I see is not bad ad copy, or poor sales copy on their website (though that is usually a problem too – we’ll go over that later!), it’s the fact they’ve chosen WAAAYYY to many keywords to focus on.
This means they’ll be paying much more per click than they need to and a lot of the keywords will have a very low click-through rate.
A keyword by the way, is the search term you’re bidding on (such as ‘red leather boots’ or ‘window cleaning services’).
You see, the Google AdWords system rewards how relevant your ads are to the search terms, and penalises ads that aren’t relevant by making you pay increasingly more per click. (If they didn’t do this, search users would get annoyed seeing a whole lot of irrelevant ads and eventually switch to search engines instead).
Imagine you’re selling boots, an ad that’s written for ‘red leather boots’ would NOT WORK for a different keyword such as ‘dress boots’. And an ad that’s written for ‘dress boots’ would not work for ‘ladies winter boots’. Sure, you may get some clicks initially, but if you keep running irrelevant ads, Google will start increasing the minimum bid for that keyword until it’s just not worth you going after that keyword.
In a best case scenario, you would have ONE keyword PER ad group. That means you’re writing super targeted ad copy for each keyword, which will give you maximum results (most clicks, lowest cost-per-click, more conversions, etc). Of course, in the real world, no one has the time to write and manage that many ads! So here’s what I always advise.
Start by choosing as few keywords as possible (e.g. 5-20 keywords), then divide the keywords up into ad groups (each ad group should be focused on one particular product or service).
It’s tempting when setting up a new AdWords account, to get excited about the possibilities, and come up with every keyword under the sun that covers every single product and service they provide (and then some). However, with every AdWords account I’ve seen set up like this, the business is never getting quality leads and traffic coming to their website. It’d be far better to scrap all those ad groups and keywords and start with just ONE keyword and then build up the campaign from there.