Whatever your level of expertise is, whether you are a first-timer or an expert in online marketing — building a Google Adwords campaign definitely comes with it several challenges particularly if you are to work on a relatively new niche. 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. Still, this strategy also makes it easy to make mistakes and some of that can be very costly.

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. Writing ad copy without keywords. Never make the mistake of putting the keyword in your headline only, most Adwords campaign managers do this, and they forget to place it within the ad. 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. Directing your 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. There are other options apart from the ‘broad match’ feature that allows you to have a basic idea on the keywords you can use in your niche or market. Achieving the intended list of keywords that you may use in your ads or website becomes easier with the tool’s ‘phrase match’ and ‘exact match’ features.

4. Use of underperforming keywords. Assuming that people will be searching for your products or services using keywords you used online may not hold water all the time; hence, you must interpret what your target market’s needs are, though it may take some time to do so. You will need to generate a list of relevant and similar keywords using the ‘synonyms’ feature on the Google Adwords Keyword Selector Tool to drill down search results and optimize your campaign.

5. Showing your offer only in the body copy. Make sure you emphasize the ‘ultimate benefit’ right away in the headline of your copy. Form a mental image of your viewer checking your headlines, do you honestly think that the entire content of your copy has what it takes for the reader to go through it? Even though Google Adwords ads are only comprised of 3-4 lines, most people scan even these small pieces of copy and will only react when they resonate with something truly amazing or unique your chance to grab their attention lies right in the headline.

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