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> Common Pay-Per-Clicks Advertising Mistakes
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-
 Not
tracking results
If you are spending money to advertise your business in any way -
you should be measuring how effective it is. A PPC campaign is no
different. Track the effect is has on website traffic, sales, newsletter
sign-ups etc.
This is probably the most important thing you can do with your PPC campaign.
- Too many non-relevant keywords
Keywords are the "key" of any PPC campaign. However, having
long lists of untargeted keywords that are NOT relevant to your products
and services could reduce your campaigns performance and your return
on investment.
-
Only directing users to the home page
A very common mistake in PPC advertising campaigns is to
only direct users to the website's home page! Whatever your ad text
is targeted towards should be repeated on your landing page.
-
Having non-optimised ad text
Put keywords you are targeting for the ad into your ad text. This
will this make your ad more relevant to the user's query, plus it
will make your keywords stand out more as they are displayed in bold.
-
Utilising only one search engine
Try advertising with different engines to see which ones are getting
the best results for your business. Some studies have shown that although
Google is the dominant search engine - MSN users are more likely to
buy online! Also the different search engines are preferred by different
age groups genders ...
-
Not utilising negative keywords
Negative keywords will help ensure that your ads do not appear for
irrelevant search queries and cost you money!
-
Creating single ad groups
Using only one ad group for all keywords gives you less control of
your PPC costs and ad text. Categorising keywords into ad groups will
allow you to establish a high level of control over your entire campaign.
It will also help you target relevant ad text, resulting in efficiencies
in your campaign.
The success to any PPC campaign is regular monitoring and optimisation.
PPC campaigns should be viewed like your website - a work in progress.
Your competitors are constantly changing their ad campaigns and websites,
plus website visitors needs and wants are regularly changing. This means
you should be making continual changes and improvements such as adding
new keywords, tweaking bids to improve positioning and ad text changes
to better suit the new keywords. |
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