Common PPC Mistakes 05 Dec 2011
Spending too little time on your Ad Text: Segmenting your ad groups better, so all the ads can be targeted more to the user’s search. Your ad text is definitely one of the biggest aspects of your PPC account. When people are focusing more on their keyword bids than their ad text of an ad group, they are making a big mistake. Also, make sure to include one or more of your keywords within your ad text and include a call-to-action. This will definitely give the customer a push in the direction you want, when they enter your site.
Having an irrelevant landing page: If you have a bad quality score, you will have higher minimum bids and lower your ad rank position. The landing page is easily one of the most important elements of determining your Quality score.
Not checking up on your Competition: You don’t have to follow and stalk all your competition, but checking up on them every once in a while can help your campaigns. By checking on your competition, you will be able to see how your offer is different from them, and highlight those differences in your ad text.
Neglecting to use negative keywords: Getting qualifying traffic is probably one of the biggest problems I have come across while managing PPC campaigns. It is more important to the customer that the traffic you drive to their site is qualified, than anything else. This will lower your spend and also your CPC, while increasing ROI. If you use negative keywords, this can help weed out the unwanted and expensive traffic that will not convert.
If you like to do things the right way, learn from other people’s mistakes, and prevent yourself from making the same mistakes. If you follow these tips, you will manage your PPC campaign more effectively, and see a higher ROI in the end.
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