Monthly Archives: October 2014

Google AdWords Advertising Mistakes

Google AdWords is an incredibly powerful and potentially lucrative tool- in the right hands. Many companies, big and small experiment with Google’s advertising system only to give up when returns fail to materialise. Another aspect that can deter marketers away from using AdWords is that the program can actually incur debts if utilised incorrectly. Many businesses fall into the same pitfalls when setting up AdWords and these issues are usually the reason for the lack of profit. By avoiding some of the more common mistakes, users can enjoy all of the many benefits that come with utilising Google’s advertising system.

Keyword Grouping

One of the more common mistakes made by AdWords users concerns the way in which they group their keywords. Keywords are pivotal to the type of adverts which are shown to potential customers and therefore the likelihood that they will be clicked. Google include features within their program that allow users to group specific keywords within different campaign ad groups. This means that browsers will be shown advertisements which are relevant to the keywords they are searching for. Many companies either choose not to use this feature or don’t know it exists and so all of the keywords from their entire range of campaigns are lumped together in one large group. The problem with this is that customers are going to be shown advertisements which are not relevant to what they are searching for and are therefore less likely to click on the ad.

Practice Makes Perfect

The way in which a piece of advertising copy is written can completely affect how well it does utilising AdWords. Businesses who aren’t receiving much or any interest from their advertisements may opt to leave the program before making changes. This should be avoided as very small changes to your copy can completely transform the way in which customers react to your advertisements. Before making any drastic decisions, companies should change a few of their keywords whether it be in their page title, description or the actual body of text and see how that affects results. Experimenting with AdWords in this way can help users in understanding what changes should be made in order to fully actualise their advertising system.

Be Specific

Samsung Galaxy GearAnother important aspect of Google AdWords is specificity. Your advertisements should utilise a URL containing relevant and informative keywords. For example, if Samsung was creating an advertisement for their smart watch they would use a display URL of rather than just This is another common misstep which often results in low or non-existent traffic but it’s easy to rectify. .

Customer Experience

A mistake that some companies make when setting up their AdWords infrastructure is they make it difficult for customers to interact with them. Links which redirect to a general homepage rather than a specific product page can be damaging. This inconveniences the potential customer who may then leave your website, stopping any chance of a sale. The position of your advertisements is another important factor which affects the likelihood of clicks. As with many of the other problems mentioned, this can be solved with experimentation. Try different ad positions to see how they affect your page views and build on this information.


Your AdWords marketing strategy may prove to be lucrative but don’t expect everything at once. One of the biggest mistakes that companies make when choosing to utilise AdWords is that they expect significant results in a short space of time. Like many aspects of business, this form of advertising takes time and effort to become fruitful. It is also worth keeping in mind that you may never see huge payoffs but that doesn’t mean you should underestimate the program. Implementing a comprehensive and successful marketing infrastructure often requires a multifaceted approach- basically, don’t put all of your eggs in one basket.

The Importance of Emotional Connection to Your Bottom Line

Today we are inundated with marketing jargon that can be confusing, overwhelming and downright unnecessary, but ‘Emotional Connection’ is a simple one to decipher and one that does actually hold importance to businesses of all shapes and sizes.  It’s simply about building a bond with our clients and target market to optimise buying potential.

For large brands, generating an emotional connection can be achieved through multifaceted branding strategies aimed at inciting certain feelings towards a brand and their products and thus deepening the ‘brand/consumer’ relationship.  Think of brands such as Virgin Atlantic – don’t you want to be treated as a VIP when you travel even though you’re just Joe Blogs flying economy? And even good old Marks & Spencer – they know that at the end of a hard week at work I want to treat myself to a delicious two-course meal ( with a side and a bottle of wine!) because I deserve it, and they know by showing me an advert of beautiful looking food I will be seduced.

Their strategies will have been developed as a result of lengthy and detailed consumer insights work that has pinpointed their target consumers, delved deep into their needs, wants and aspirations and used these to create campaigns with impact.

But building an emotional connection with your clients goes much deeper than advertising and it’s a concept that should not only be considered but embraced by smaller organisations too; both those with B2C and B2B offerings.  Implementing simple revisions can have a positive impact on your bottom line by increasing customer loyalty and therefore encouraging repeat business, cementing budding new client relationships by giving you competitive advantage and increasing the likelihood of customers recommending you to others.  And the great news is: generating emotional connection has little or no outlay! It might take a little time and several changes within your organisation may need to be made, but it’s more about attitudes and ethos rather than processes and procedures.

Simply put, emotional connection is about trust. If someone trusts your organisation and your product you have increased your likelihood of them buying, re-purchasing and recommending you.  Obviously the cost of your product or service will come into play, but if it’s priced right, people will often pay a little more than the competition if they trust your offering.  But nowadays consumers are a jaded bunch and trust needs to be earned.  So, how can you generate trust?




This applies to both service and products.  If your customers are consistently in receipt of excellent service at every contact point within your company, trust will be built.  But it only takes one bad experience to break down this trust; therefore it’s paramount that every employee understands this and any service issues are addressed as a high priority as this will have a direct effect on future sales and recommendations for that customer.  Likewise, if your customers are accustomed to being in receipt of a high quality product, any changes to quality could be detrimental.


People respect honesty, but unfortunately this is an area where many companies and individuals fall down, preferring to hide the truth for as long as possible in the hope that the situation might change.  If you are upfront with your customers from the outset they are more likely to respect you and therefore trust that you won’t lie to them in the future.


Trust can be earned by being empathetic to our customers’ needs and this is a two-way street entailing listening intently in order to gain true insight into what they really want – not what we think they want.  It’s difficult to establish trust with people we have no previous connection with but you are more likely to gain their trust and custom by showing an interest in their individual wants, needs and concerns.  Key business areas are obviously sales and customer service teams, but assess the areas within your business where communication may be hindering the development of trust. Don’t assume to know your customers, find out what makes them tick.  This can be as simple as having a meeting with your most loyal customers and establishing what they value most about your offering and where they feel you could improve.  You could also take this a step further and contact those who have not continued to purchase from you and try to gain an understanding of why they chose to go elsewhere; this will help you to define areas where improvements should be made.


Authenticity correlates directly with your brand values.  You may be a small organisation with no formal values, but establishing a concise list of clear values can give your company the direction it needs to cement trust from customers.  Ask yourself how you want to be perceived by customers and suppliers and how you can differentiate yourself from your competitors.  For your business to be authentic, everyone within it needs to be on the same wavelength therefore employees need to be onboard and aware of how they can implement values into their service delivery.


None of this will happen overnight, but consistent application of these strategies should assist in building strong customer relationships that, in a competitive and dynamic business world, can only put you in a better position to deal with problems as they arise and help gain advantages over your competitors.