COSTLY PPC MISTAKES TO AVOID

M A X I M I Z I N G R O I O F Y O U R P P C C A M P A I G N

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COMMON PPC MISTAKES

• A poorly researched, incompletely written, and wrongly targeted paid search campaigns turn out to be expensive with poor returns.

• Whether you are using Google AdWords or Bing Ads, there are some vital mistakes to avoid for running a successful search marketing campaign

Take a Look !

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1. SELECTING KEYWORDS WITHOUT RESEARCHING

• Search referring to your products or services should not be done on your terms rather it has to be done on the terms of the user

• Research how your industry is being searched online and think about how you would describe your products or services from the user perspective

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2. USING BROAD MATCH KEYWORDS

• Though broad match for competitive keywords increases your brand's exposure, it will probably cost you more money than it's worth.

• Do not end up paying for keywords that are no way related to your industry

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3. USING COMPANY NAME AS HEADLINE

• Unless you're a universally identified brand people don’t search for you

• Your brand name is how your customers identify you once they find your business.

• Help your customers find you!

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4. CHANGING THE NON-PERFORMING KEYWORDS COMPLETELY

• For non performing ads if you try for a complete fresh one with different headline, description, display URL and landing page you will not be able to test the difference

• Test various combinations of different elements placing some common elements across multiple ads

• Keeping track of which combinations are driving the most conversions will save you a lot of money and time

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5. NOT REPEATING THE KEYWORDS IN THE AD COPY

• Repeating the keywords in the Adcopy not only assures users that they found what they are searching for, this practice also improves quality score in AdWords

• Google Quality score tells how well your keywords and landing pages help users find what they're looking for

• High quality score means better placement in searches at lower cost-per-click for your ads

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6. CHOOSING HOME PAGE AS LANDING PAGE

• Your home page might be a great resource to know about your company and the services you offer, but the user might probably look for something more specific.

• Traffic to dedicated landing pages is much more likely to convert

• Keyword relevancy on the landing page increases quality score, meaning high placements with lower cost-per-click.

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7. TARGETING THE ADS EVERYWHERE

• Targeting everyone and everywhere can seem to be an attractive option for new businesses.

• However in reality targeting people who are near to your business is a better option.

• Identify who your customers are, where they live, and select the accurate locations.

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8. MAXIMIZING THE COST PER CLICK

• Increasing the cost per click is a simple way to attain more clicks, but it's also the most expensive and will not bring returns

• Spending more money just to get more clicks from users who aren't interested in your services/products is not a wise business practice.

• When your goal is to drive more conversions using PPC, do it with a high rate of clicks to conversions that saves your time and money.

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9. NOT TESTING THE AD CAMPAIGNS REGULARLY

• If your ads are getting clicks but not leading to conversions then your ad copy or keywords are misleading

• To check this, closely monitor your bounce rate and pages per session metrics

• Change keywords, modify your ad copy, and a/b test your landing pages to keep up with your users.

• Find more info http://www.emerchantacademy.com/costly-ppc-mistakes-to-avoid-for-maximizing-roi/

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