Google AdWords Mistake Number 3 - Choosing a Market with Little Demand

By Roger Hall

Anyone who has worked in marketing for a reasonable length of time can tell you this; creating demand for a product, where none currently exists is extremely difficult. Same principle applies to Google AdWords. You can have good matching options, beautifully written ads the best keyword list and the best series of ad groups and campaigns.

But if there's nobody who is actively searching for your product and keywords, then AdWords likely isn't for you. Always keep this in mind when you are thinking about marketing a new product or service never seen before; "Pioneers... are the ones with the arrows in their backs"

And this mistake happens a lot; buying Google AdWords ads where there is no existing, significant traffic. You build up a little bit of a market but then go bust trying to make it all work.

Don't bother with keyword clusters that have less than a few hundred to a few thousand impressions per month. It just isn't worth your time and effort to do it right. Don't spend weeks or months carefully crafting a number of Google AdWords campaigns, each with 5 ad groups, hundreds of keywords and a multi-level tracking system in place.

Dip your toes in cautiously. Start with the projects most likely to produce the results. Setup a campaign or two, a couple of ad groups for each... and test the waters. If it works, you can be reasonably confident in investing more time. If it doesn't work, try to understand why it didn't, consider alternative approaches

In recent years, I have created some campaigns which failed. Great products, well written ads, good landing pages, well-picked and targeted keywords. But nobody bit the bait. Few people were actually searching for what I was offering.

It's a sad thing to see a 20% CTR... but only one or two impressions per day. Don't let it happen to you. Make sure you check the market for a product or service (with surveys or even special Google AdWords campaigns that lead to a survey page). Then, if the response is good, move forward with developing your product further.

Here's Another Common Google AdWords Mistake

A point of difference... you need one!

By identifying your unique products, services, or offerings, you'll see clearly how you can rise above your competitors and zone in on the keywords or phrases that are unique to your business.



Before you implement your AdWords campaign, you must have an idea of what makes you stand out from the competition. So before you advertise with Google, identify what makes your product or service unique and emphasize that angle. What makes your product or service exceptional from a consumer standpoint?

Find that answer and build your keyword lists around your uniqueness. Also, perform an analysis of your competition. What are they doing? How are they using AdWords?

After you have had a look at what they're doing, you'll have a good idea of which keyword phrases they're using. After you've conducted your competition analysis, you'll understand what makes your products or services unique.

Then, you'll be better able to come up with a killer strategy that will topple your competitors.

Roger Hall, Author of the new book, '37 Killer AdWords PPC Secrets Exposed,' develops programs and pay-per-click ads to help you succeed in your business. Find out more today how to create Google campaigns that work, save you money and beat your competition with his popular FREE AdWords Tips for advertisers. Available at: http://www.37AdWordsSecrets.com

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