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Creating an effective Google Adwords campaign can be challenging for both the beginner and the expert, especially if you are just entering a new niche or approaching your target market for the first time. More often than not, people would allot a big chunk of their time and effort monitoring the market and their competitors, but it’s the creation of ads and their optimization that provide the real essence. However, this technique is not free from any lapses or mistakes and can entail loss on your part.

Perry Marshall offers several effective tips, strategies and advice about creating an Adwords campaign that gets results in his book The Definitive Guide to Google Adwords, but many people still make some mistakes when they are conducting keyword research and making attempts to optimize their campaigns.  

Building your Google Adwords campaign and ensuring that quality traffic is generated requires that you avoid the following common mistakes:

1. Presenting an ad copy without keywords. Putting the keyword in the headline and nowhere in the ad is not a good practice and many Adwords campaign managers unknowingly do this. You want to make sure your ad copy is as relevant and keyword-rich as possible, so feel free to use at least 1-2 keywords or keyphrases within the ad for extra benefits.

2. Sending visitors to your homepage. You will be getting more interest from the viewers and can even have higher conversion rates if the URL you use in your ad proceeds directly to a landing page with the incentive or promo, and not just your homepage.

3. Relying on the ‘broad match’ function of the Google Adwords Keyword Selector Tool. The ‘broad match’ feature will only give you a general idea of relevant keywords in your niche or market, but you do have other options. Use the ‘phrase match’ and ‘exact match’ features in the tool to generate a highly targeted list of keywords that you can use both for your ads and your website copy.

4. Using poorly-performing keywords. Typically, it takes some time before you gain an exact understanding of your target market’s needs and keep in mind as well that your audience may not be searching for your services or products with similar keywords you use online. In drilling down search results and getting the most out of your campaign, you need to produce a list of similar and other relevant keywords with the Google Adwords Keyword Selector Tool’s ‘synonyms’ feature.

5. Presenting your offer only in the body copy. Don’t forget to accentuate in your copy’s headline the ‘ultimate benefit’. Imagine that your reader/viewer is only reading the headlines; will they be compelled to click on the ad or read the remainder of the copy? Google Adwords ads usually consist of only three or four lines but most people would run down through these and would only proceed if they find something that catches their attention or interest, your chance lies in your headline as it plays a big role in capturing their full concentration.

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