The Biggest Adwords Blunders You Need To Avoid

Adwords is a fantastic tool for businesses and brands to develop their online reach and marketing because it can easily be implemented, monitored, and adjusted.

However, for some Adwords campaigners, it can be a hole in your wallet more than anything else. Why is it that some brands cannot cover the ground that others can?

The beauty of Adwords is that it provides a relatively level playing ground once you know the rules and the shortcuts – but without some prior research into how you’ll successfully utilise your Google Adwords services, you can end up confused or disappointed. Here are some of the biggest Adwords blunders that you need to avoid in 2017 to keep your campaigns on track and working efficiently.


Chasing The Wrong Keyword Match

Before you start your campaigning, make sure that you’re familiar with the three categories of keywords – this can save you major headaches.

Broad Match

When you use broad match keywords, you choose to have your ad displayed when people search your keywords. It doesn’t matter if the order of words in the search query doesn’t exactly fit how you’ve specified, for example; if you provide a dog grooming service you may choose ‘best dog grooming service perth’ to be your keyword. This means that if someone searches ‘dog grooming’, ‘perth dog grooming’, or ‘best in perth dog service’, your ad will be displayed.
However, this doesn’t always guarantee that the user actually wants their dog groomed.

Phrase Match

Phrase match keywords will need to match the order that your user entered, so your potential customer will need to search ‘best dog grooming service perth’ to find you. But they may search ‘where to find the best dog grooming service perth’ , which also would work.

Exact Match

Exact match is much more refined again – now, the user can only search your chosen keywords if you want your advertising to be displayed.


As you can see, each of these categories will seriously affect your reach. Make sure that your keywords are best suited to the type of match you’re using, and that you’re using the match that is the most powerful and cost-effective for you. This can vary among each of the campaigns that you’re running, so put in some time to considering what your audience may be searching before you structure your strategy.


Poorly Written Ads

Your advertisement will include a brief snippet about what you do, so if this is written poorly then you’re unlikely to receive many hits. It’s a small character count, but it’s all you’ve got to convince the user that your site can offer them the solution that they’re looking for. Some businesses may write their ads off the cuff or pay little attention to the content of the ad, but this is just as crucial as selecting the correct keywords. Slow down and think about how you can maximise your ad space to gain the most interest from prospective users.


Not Tracking ROI

Digital marketing with Adwords PPC is a calculated spend, but so many campaigners use the ‘set and forget’ mentality and let their Adwords run rampant just because they’re seeing some conversions. As businesses and brands, we all need to monitor every outgoing dollar and ensure that it is bringing back a few of its friends.
The costs associated with Adwords will vary on your keywords and how successful your campaign is, and it is with this information that you can develop your next strategies to be even more potent.


Glossing Over Negative Keywords

As a high-end dog groomer, you may not care much for clicks from users searching ‘cheapest budget best dog grooming service perth’. Or vice versa – you may not want people who are searching for luxury. Negative keywords allow you to exclude the keywords that you see as being detrimental to your campaign and bringing in clicks that cost you money without the return. This is the easiest way to trim the fat – both in your costs and the quality of clicks.


Not Bidding On Your Brand

With proper SEO, your brand will be displayed when it is searched as a keyword. But when you bid on your brand’s keyword, you’re ensuring that it appears at the top of the SERP organically and as an advertisement.
The other reason that this is advised is if you’re in a competitive industry. If your competitor bids on your brand as a keyword, every time someone searches ‘Dog Gone Wild Grooming’, the first brand they see is the paid advertising from ‘Cats n Dogs Best Dog Grooming’. Who knew pet grooming was so cutthroat!


Have fun and experiment with your Adwords – it’s a fantastic way to learn about how your ideal audience behaves online, and it can open up plenty of space for brand development. Here at Dilate we love Adwords campaigns, with our specialised teams working around the clock for our clients. If you need help managing your Adwords PPC campaigns, talk to our team about our one-on-one marketing consultations or about how we can do all the dirty work for you.


2016 Adwords Statistics To Build Your Perth Campaigns

They say that those who do not know history are doomed to repeat it. Boost your 2017 online trajectory and join us in the ranks of Perth digital campaigners who are scrambling to make sense of 2016’s data to devise their best campaigns of 2017.

Adwords is a different beast for every industry and niche, and it’s up to you to find the right strategies to make the most of your Google Adwords campaign and see the best ROI. Check out our compilation of interesting and helpful statistics for Google Adwords, and you may stumble across the nugget of inspiring information that gives your campaign the leading edge.

Google And You

Analysts at Macquarie Research estimate that Google has over 4 million advertisers, although Google does not disclose the actual amount.

Already, almost 60% of Google’s net advertising revenues comes from mobile internet ads.

Last year, just 60% of Google searches came from desktop. 2016 saw that number plummet to a 50/50 split, and mobile is set to take over within the next two years.

Google was predicted to generate over $63 billion in digital ad revenues globally, at an increase of 19% from last year – this is over 32% of the digital ad market worldwide.

Google continues its search advertising success, as illustrated by its ability to capture nearly 60% of the global search ad market.

Industries with the highest and lowest averages for Adwords cost per acquisition are Legal ($137.17), and Dating and Personals ($6.91).

The keyword with the scariest price tag is ‘Insurance’, at roughly $55 per click.

There are over 300,000 mobile phone apps that are serving Google Mobile Ads.

41% of clicks will go to the first three ads on the search results.
Your Google Adwords campaign is easy and efficient, but a little forethought and planning go a very long way. Contact our friendly team at Dilate Digital for a business consultation if you could use an extra inch of guidance or about handing over the reins and letting us do what we do best.

Content Marketing; Where Am I Going Wrong?

There’re two attitudes to fishing.


You grab a rod and a little bait, a few beers and some sandwiches, and you wile away the afternoon with a couple of nibbles and not enough sunscreen.


Or, you watch the tides and the fishiest spots, and carefully, deliberately, cast your line and land a catch.


Sometimes they both work, but you can usually rely on the calculating fisherman to bring home the barramundi and the other guy to come home out of pocket and slightly drunk, with a fish wrapped in paper and a price tag with ‘Coles’ stamped on it.


If we apply these two attitudes to content marketing, this could be what’s holding up the returns on your content marketing strategy. Dig a little deeper, and we can begin to pinpoint even more ways that your content marketing in Perth is flopping like the fish your competitor are landing.


You Don’t Know What You’re Aiming For


Without a clear goal, it can be incredibly difficult to ascertain the success of your content marketing. Your content might be developing a readership or generating sales, but without the tools in place to recognise these goals and to aim further then your content marketing isn’t reaching its true potential.


You Don’t Know Your Audience


There are entire demographics that can be generalised into preferential forms of content, and what works in one industry might not click with the other. If your audience is young, environmental, and visually stimulated, your long-form articles about the financial benefits of deep-sea oil drilling are probably going to fall flat. However, if your audience is older, interested in investment, and prepared to research the topic then this type of insight could be invaluable. Conduct surveys and research your audience to develop buyer personas, so you can tailor your content to fit them like a glove.


You Aren’t Paying Attention To SEO


Search engines are going to be directing most of your traffic, so it pays to look into the keywords that are driving your industry and using them as foundations for your content. While the content you’re producing may still be useful and relevant, if the phrases aren’t aligning with the search terms that your audience is using then your content isn’t reaching as far as it could be. Use a keyword research tool to find the best keywords for your industry, and implement them naturally throughout the content.


Your Content Or Titles Aren’t Hitting The Mark


Look for objective feedback on your content – if the reviews are a bit ho-hum you should look at bringing in a content creation professional who can polish your pieces to perfection. Even if your content is sparkling already, a flat title is not going to get anyone clicking through. Don’t just write the first title you think of; write a few drafts until you’ve refined it back to the ultimate tease. Here’s a great online headline checking tool you can use to help.


You Aren’t Analysing Your Data


Any good content marketing services will tell you to record and analyse every inch of data that you gather to continuously narrow in on your perfect content recipe. It’s through research and data analysis that you’ll uncover the trends or topics that are driving the success (or demise) of your content, and will help you to push your ROI even further.


Content marketing is a new and exciting way to engage and interact with your audience, so have fun with it! If you don’t feel like it’s quite hitting the mark then check your strategy for any of the above drawbacks, or call in the experts for help. Dilate Digital offers a digital marketing smorgasbord of services, and content marketing is one of our favourites. Get in touch with our team today to find out more about how we can help you.