Internet Marketing Services

There is no doubt that AdWords (pay per click) has become a very popular advertising medium over the past few years. It’s easy to setup, manage, and track your performance. This advertising model fits business of all sizes ranging from national chains such as Best Buy to small business like my local music shop. But because AdWords is so accessible to everyone, it also tricks advertisers who are new to the system to think that they can easily manage the accounts on their own without putting in too much effort.

For the next few weeks, I’m going to talk about some big mistakes to avoid for advertisers who are running AdWords for the first time.

To start things off, let’s talk about one of the most common mistake people made when setting up their first AdWords account: advertising on both Search & Display network under the same campaign.

When creating an AdWords account from scratch, Google makes things easy for advertisers by having step-by-step instructions to guide them through the setup process. The initial language, time zone, payment type, etc setup are pretty straight forward. The problem arises when it’s time to create the first campaign and the section to watch out for is “Networks and devices”.

Networks and devices

By default, Google recommends advertisers to advertise on all available networks and all available devices. Very bad idea. Of course, one should always try to maximize exposure by advertising on all networks, but the right way to do it is to target search and display network using separate campaigns.

For AdWords newbie, it’s actually better to just start with search network only and opt in search partners if budget allows. Display network requires a completely different approach from search network, and having them under a single campaign will result in budget getting drained by display network before search network got the chance to attract any traffic.

Search network

If you are just starting and doing it on your own, start slow and get a feel of AdWords first before you commit too much money in it, whether you have it or not. A lot of first time advertisers sunk tons of money in PPC but didn’t get the result they wanted and started blaming the system. Well, guess what? I guess I shouldn’t point my fingers at anyone, but you know who you are.

Pitstop Media offers ROI based internet marketing services. If you need help with PPC management or PPC optimization please contact us for a free, no obligation quote. We’ve helped companies reduce their paid advertising cost by as much as 48% and increase AdWords conversion rates by as much as 410%. See our internet marketing case studies.