Avoiding Mistakes in Adwords

Ideally, you want to get the highest qualified visitors to click on your ad for the lowest possible cost. Certain strategies are more effective than others when chasing this goal, and we’ve seen countless RV dealerships take the wrong AdWords path. In this blog, we’ll lay out some common pitfalls on Google AdWords, and how you can avoid them.

Disorganized Accounts:

The BlobDealers often don’t take advantage of Google’s abundant tools to target their ads. Instead, they group everything together into a homogeneous blob with very generic ads. For example, the same text ad shows to someone searching for a ‘used travel trailer’ as for someone searching ‘rv rentals’, both leading to the homepage of the website.

By breaking down your campaigns into targeted groups, you’re able to show a more relevant ad to your visitor and take them to a relevant landing page. If they’re searching for a ‘toy hauler fifth wheel’, you want to show them an ad for toy hauler fifth wheels that will take them to that part of your inventory. It’s that simple, but a surprising amount of dealers don’t take this route. Highly targeted groups will lead to a better experience for your customer, and a lower cost per click for you.

Outkicking Your Coverage:

KickDealers often try doing too much with their AdWords campaigns. Whether it’s advertising for brands they don’t carry, attempting to advertise in distant markets, or trying to place ads on searches for their competitors, trying to do too much is almost always a bad idea. When you promote your products and services, in your market, you’ll see the best results. Google also rewards high quality, relevant ad campaigns with lower costs per click.

Letting it Sit:

Sit DownSome believe there is only so much work that can be done on an AdWords account. That once it reaches a certain point, nirvana is achieved and no more work is necessary. Those people are wrong, and they’re not your friends. Campaigns need to be constantly monitored and worked on- not only to keep up with changing inventory and promotions at the dealership, but also with the changes on AdWords itself. Adwords is a fickle beast, frequently changing. It’s important to stay ahead of the curve and inline with their updates. You also want to monitor and optimize performance. Analytics are a must- “What kind of traffic are my ads bringing in, and how can I improve it?” are questions that need to be on your brain constantly. Letting it sit still could cost you thousands of dollars without you even knowing it.

There are multiple facets of a successful Google AdWords campaign, but if you can navigate these common mistakes, you’ll be well on your way to getting better traffic for less.

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