Learn Important Lesson in PPC from this Airtel Adwords Campaign

By Jignesh Gohel - February, 15th 2014

Is your Google adwords campaign is generating lots of impression and clicks but having poor conversion rate? You really need to understand important lesson in PPC that will be covered in this article. If you think that you learned to create Google adwords campaign will start generating conversion then you are wrong. You also need to learn the different Adwords features and its impact.

Recently I have published an article on how airtel is losing their potential customer by not optimizing their landing page. And today, I just came across this wonderful example of how they are wasting money on Google Adwords by not optimizing their campaign properly.

Here is the more detail

Airtel cannot enroll new 3G subscribers in 7 zones including Gujarat, if you need more information about this SC order, checkout this article published in April 2013 by TOI.

Now, being an Airtel user; I always faced this issue for 3G recharge and have suffered a lot.

But the real nightmare is; Airtel is promoting their 3G services in Gujarat. Why?

The reason is simple, their PPC team may not aware about this fact that they can not sell this service in Gujarat and other 6 circles.

More details about this Airtel Adwords Campaign

Go to Google and search with “Airtel recharge” keyword; you may see below ads in Google search result.

The screen-shot is taken from my pc and my location is Ahmedabad (Gujarat). You will see the sitelink of airtel 3G promotional page and other promotional offer about 3G. Now, I visited Airtel recharge page from direct link of their recharge page and tried to get 3G data services for my Airtel number.

Here is the screenshot that include error message displayed by airtel recharge page which clearly stat that the given facility is not available in your circle!

If you are not offering your services in particular region, why you are promoting them in those area? I know you are smart enough to answer this question. 🙂

Why I am sharing this with you?

I want to share the real example with you on how to target your campaign properly. From this example we can learn two important points:

#1 Understand your product properly

As discussed earlier, the Airtel 3G service is not available in Gujarat and other 6 circles. If the marketing team knows this fact, they can save a lot of money by stop displaying these ads in Gujarat and other affected states.

#2 You Ristrict the Campaign by Locations

Google adwords provide best feature to limit your ads being displayed in particular region or states or city or locations. In this case, Airtel marketing team can exclude those locations where they are not offering 3G services.

How to use this feature?

• Login to your Google adwords account
• Click on particular campaign
• Now click on setting tab
• You will see window displayed in below screen shot
• Now go to Location and click on edit button
• You will see map of locations or you can include or excludes the locations as per your campaign requirements

Once you do this setting, your campaign will only run on selected locations and will stop receiving non relevant clicks.

Conclusion:

Google adwords offers many features that can help you to target your campaign such a way that generate most relevant clicks. Your campaign will only perform better if you know how to use those feature effectively. It is very important for us to understand our product, their services, target audiences and accordingly set the campaign. It will give best result at least spending in Google Adwords.