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Tips about Google's advertising program

You've seen that Google is working hard right now to get companies to discover Adwords.

Google explains clearly and informatively how easy it is to get started. But, I think that they should also talk about things that people shouldn't do. Therefore, here are ten common mistakes that many people make and that you won’t need to.

10 common mistakes to avoid when you are setting up your campaigns with Google:

1. Selecting the wrong keyword
You can get the amount of traffic you want at any time, but if it's the wrong people who find your website, there will be no purchases. Spend a lot of time to analyze the keywords.

2. Making an ad that attracts non-buyers
”We offer a range of services in accounting and financial management” is not an advertisement, it's a description of something that is so vague that it will attract clicks from people who will never become your customers. Instead, tell people what the benefits are to clicking on the ad and sort out those who are not interested in your benefits.

3. Using your company's front page as the landing page
Most people put a link to their main page instead of making a separate page that only gets traffic from the ad. It's downright ridiculous to spend thousands of dollars and more per year to draw people to your website's general home page, when in fact they were interested in and want to buy something they now have to look around for instead.

4. Having a clumsy landing page
If your visitors are looking for strollers, they should get straight to your stroller side, not to your page with toys and other items.

5. Having a landing page that doesn't exist.
When you rename the pages on your website - change the name in the ads, too.

6. Using landing pages that no longer apply
Getting to the website in July when the campaign ended last March is frustrating.

7. Have dilatory pages
Pages that are built to display fancy slideshows of your product is fun - for your web designer, but not for those who want to buy something.

8. Building pages that have made it impossible to go back to where you started
This is something you'll find on many websites. They think that only because they have made it impossible for me to leave the website without closing the browser, I will stick around and buy things.

9. Using pop-up ads on the page
Firstly, it's prohibited within AdWords to have popup ads, but more importantly, visitors will lose your trust right away if you have anything like this on your site.

10. Making landing pages with no clear purpose
A landing page should create opportunities for the visitor to take the next step in a ridiculously easy way.

Now you know what to do with your own campaigns. Good luck!

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

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