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If you’ve been using AdWords for a while now, then you’ve probably seen that it’s one of the best ways to boost traffic to your site. But it all lies with one vital component; knowing the right way to manage your campaigns in order to achieve desirable results.
In fact, a poorly managed campaign can be very expensive for any business. And there might be a few mistakes that you might be making without knowing. So in this blog post, we’ll be divulging into the five biggest mistakes that might be causing your AdWords campaign for funeral homes less success.
Failing to rightly group the necessary keywords
The beauty of AdWords is that you can create varying types of campaigns depending on your preference. For example, if you want a product campaign or content campaign, the choice is yours. You can even create both and manage them separately. And from each campaign, you can further subdivide your keywords into different ad groups.
One of the biggest mistakes that most AdWords users make is failing to use ad groups. Instead of dividing their ads into groups that are focused on similar keywords, they put all their keywords into one ad group, and then showcase the same ad to all their clients and prospects.
However, the problem of using this approach is that the ad most likely will not match the right keywords that will be searched for. Hence, it’s less likely that most people will click on the ad in question.
Failing to use the correct keyword matches
Another vital error unknowingly made by most is using the wrong matches of keywords. As you are aware by now, AdWords allows you to include keywords to a given campaign in the following three ways. Either an exact match, a broad match, or a phrase match.
A broad match means that your ads will be shown if the keywords you included are utilized during the search, regardless of how you arranged them.
A phrase match means that your ads will be shown if a given phrase is used in the search, without being altered in any way.
An exact match means that the keyword should be as exactly as it is used in the search. This means that even if the keyword is used as with another word added to the head or tail of the keyword, it will not show up in the search engine searches.
Now, the kind of match that you use will greatly impact your ads. For example, a broad match will have greater impressions, but might be less precise since it might even be shown for instances that do not harmonize for your products or services.
Alternatively, both exact and phrase matches do result in higher conversion rates, but will have lesser impressions. This means that your reach might be limited.
Depending on what you are looking for, you can gear your keyword approach to target the aforementioned matches.
Failing to use any negative keywords
Using negative keywords can be extremely important in helping you avoid searches that you don’t want to show up in; or ones that are not relative to your subject matter. For example, say you run an online store for selling red oxfords online. Now, if someone searches ‘red wedding oxfords’ and you do not sell wedding types, you can put ‘wedding’ as a negative keyword so that you do not show up in the given searches.
Failing to Continuously Advertise your brand
Another big mistake that most people make is failing to continuously advertise the services of the funeral home. And they do this simply because they are the number one ranked site for a given niche. However, if you don’t do any advertising, other funeral homes will; and they’ll eventually edge you out of that precious first rank.
Failing to Know the LTV (Lifetime Value) of your consumers
Have you attempted to calculate the LTV of your consumers? If not, then you certainly won’t know much you should splash on your AdWords campaign for every acquisition. For example, if your LTV is $20 and you spend $10 for every acquisition, then you’re making an extra $10. But if you spend more on acquisition as compared to how much LTV you’re receiving, then you will inevitably run out of business.
Hence, it’s important that you keep an eye out for the above mentioned mistakes if you would love to have a great AdWords marketing campaign for your funeral home. In the event that you would like more assistance with your campaigns, you can get in touch with us and book a free consultation with 4SpotMarketing today.