Creating an effective Google Adwords campaign can be challenging for both the beginner and the expert, especially if you are just entering a new niche or approaching your target market for the first time. While you can spend hours monitoring the market and seeing what your competitors are doing, the real lessons are learned when you create an ad and then focus on optimizing it for performance. However, this technique is not free from any lapses or mistakes and can entail loss on your part.

Conducting keyword research and optimizing ad campaigns can create confusion to some but you can get results by following these simple steps and suggestions by Perry Marshall in his book The Definitive Guide to Google Adwords.  

If your goal is to set up an effective Google Adwords campaign in order to get high-quality traffic, the following pitfalls to avoid should be kept in mind:

1. Creating an ad copy that has no keywords. Putting the keyword in the headline and nowhere in the ad is not a good practice and many Adwords campaign managers unknowingly do this. Bear in mind how the relevance, quality, and quantity of your keywords may affect your ad copy’s performance so be sure to include one or two keywords or keyphrases within your ad.

2. Sending visitors to your homepage. You’ll generate much more attention and even 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. A general idea of applicable keywords in your niche can be supplied by the ‘broad match’ feature, still, you have other possible alternatives. Use the ‘phrase match’ and ‘exact match’ features in the tool to generate a highly targeted list of keywords that you can use both for your ads and your website copy.

4. Use of underperforming keywords. Understanding exactly what your target market is searching for will take some time, and you cannot always assume that people will be searching for your products or services using the same keywords that you may use online. 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. In your copy’s headline, highlight the ‘ultimate benefit’ right away. Apply a visualization technique about your viewer or reader looking at your headlines; do they have enough reasons to click through your copy’s content? Google Adwords ads usually consist of only three or four lines but most people would run down through these and would only proceed if they find something that catches their attention or interest, your chance lies in your headline as it plays a big role in capturing their full concentration.

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