Why adwords doesnt work

Well, there is some good news. Firstly, the bar set by many AdWords advertisers is very low. This means that even a small amount of work can make a huge difference and put advertisers ahead of their competitors. Secondly, it would be easy to dismiss the PPC campaign of the client featured in my example as a failure — but, on the contrary, this business owner is actually a genius.

There are more than enough myths about AdWords out there. Articles like the most recent piece in the New York Times merely serve to create and perpetuate more. Image used by permission from Shutterstock.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Whereas targeting limits you to reaching only a specific audience, observing enables you to reach a wide audience while tracking the performance of your ads among a specific audience. Negative keywords —which enable you to keep your ads from matching to irrelevant queries—can be set at the ad group level and the campaign level. In this case, the negative keyword would override the active keyword.

Negative bid adjustments—which allow you to automatically decrease your bids within a particular campaign under specific circumstances—can be set on a number of different parameters: device type, time of day, location, and so on.

No time to keep reading? Check out the video below to find out why your ads aren't showing! In other words: There are times when getting your Google ads to show is a matter of optimization.

Because optimization is trickier than adjusting a negative keyword match type or correcting your credit card information, these sections will be a bit longer than the previous ones. Each of the ad groups within your Google Ads account consists of two components: keywords and ads. This brings me to the key question: How do you make sure your ad is relevant to the query?

Short answer: by building ad groups that are comprised of closely related keywords. Fortunately, this is a bit more straightforward than optimizing your ad group structure.

In a nutshell, optimizing an ad to rank highly in the paid search results means incorporating your target keyword into your copy. Are you sensing a theme here? To explain the process simply, keywords must first be selected and then grouped into campaigns. Targeted and relevant ads are then created and a maximum cost-per-click bid set, all in the hope of driving sales and generating leads for your business.

When you lay it all out like we have done above, AdWords seems like a fairly simple process. Choose keywords, group them into campaigns, set maximum cost-per-click bids, sit back and wait for leads; right? This clear and concise 3. How you can fix it: The Google AdWords Keyword Planner is designed to help you carry out research on commonly used keywords in your industry and see how they might perform in your campaign.

Take Samsung, for example. They sell TVs, smart phones, tablets, laptops, cameras, home appliances etc. How you can fix it: By breaking your keywords down into smaller, more streamlined groups you can target the right ads at the right users. Using the Samsung example again, keyword groups and separate campaigns mean they can create one ad to target the Galaxy S6, another ad to target the Galaxy Tab, etc.

This enables better optimisation and monitoring of the campaign. How you can fix it: Start your campaign off with a large enough budget to drive traffic to your site and still leave you with room to adjust and optimise your ads and campaigns. Once you find your groove you can look at lowering your budget to suit your needs. Broad match allows your ads to show up when a variation of the keyword is entered. How you can fix it: Phrase match keywords mean your ads will only trigger when someone enters the exact phrase, likewise for exact match keywords.

Your ad may appear less often, but it will be much better targeted, so you should see a better ROI. Need a keyword more specific than broad but less restrictive than phrase match? AdWords gives you 25 characters for the headline, 70 characters for description over two lines, and 35 characters for the display URL.

How you can fix it: Pay close attention to how you word your ad, and only include necessary words. This means by the time an up and coming business launches, all of their relevant keywords have been taken, which in turn, raises the price. Kenney uses the example of working with a skincare startup. On top of all the other tasks you have to do, you now have to brainstorm and come up with an attention-grabbing headline, keywords, the benefits of your product and some sort of call-to-action.

That can be challenging to accomplish with a set amount of characters. When I'm coming up with headlines, especially if I'm doing dynamic keywords insertion it becomes very hard to fit everything in there. You may not even have enough characters for 1 word. In short, you have to choose your words very carefully if you want to get the most out of AdWords.

For example, there has probably been a time in your life where you failed to turn off the stove? Adwords is much like the stove. You're paying for gas no matter if you remembered to turn it off or not. I've forgotten to turn off ads for a client and cost myself thousands. I've seen clients wasting hundreds of thousands of dollars on ad spend because they forgot to turn ads off.

Another problem. While we understand that Google only wants to feature high quality websites, mistakes happen.