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5 Common Mistakes Made In PPC management
When setting up a ppc management (PPC stands for pay per
click) campaign, regardless of whether you are using Google
Adwords management, Yahoo Sponsored search or a completely
different company all together, there are 10 common
mistakes made by most advertisers when setting up their
campaigns. By identifying and avoiding these mistakes in
advance, you will save yourself thousands of dollars in
unnecessary fees.
With that said, here are the 10 common mistakes made in
PPC management:
1. Having your ad appear in places that you can’t or
don’t do business. Always make sure that you explicitly
state what regions, cities and/or countries you want your
ad to display in.
For instance if you are a local business in Denver,
Colorado, it doesn’t make sense having your ad appear
everywhere in the United States or even the world.
Otherwise you are going to pay for clicks that have no
value to you because they are in a location where you don’t
do business.
2. Not doing enough keyword research. Keyword research
is vital to creating a successful ppc campaign. Most
advertisers select only the most obvious keywords for their
market.
However, many times it’s the not so obvious keywords that
make you the most money in your ppc campaign management.
Therefore you want to take the time out to properly do
keyword research and if you don’t know how, learn how or
hire a ppc management company to do it for you.
3. Trying to get the #1 position for a high traffic
keyword. Most advertisers strive to get the #1 position
for a high traffic keyword in their ppc campaign
management, even getting into a bidding war with other
advertisers to maintain it.
However, in most cases the #1 position for a high traffic
keyword is not the most profitable position. This is
because a lot of “tire kickers” click the ad for the #1
position. A better strategy is to shoot for obtaining
positions 3 to 5.
4. Not writing the ad with the keyword in mind. Whenever
you create a ppc ad, you should always write the ad with
the keyword or keywords that you are targeting in mind.
What is the state of mind of the searcher when they type in
that keyword? What are they looking for? How can you
describe what you offer in a way that will make the
searcher click on your ad?
Writing a generic ad for your company without factoring
into the process the keyword you are typing the ad for is a
surefire recipe for disaster in ppc management.
5. Sending the visitor to a page that has nothing to do
with what they are looking for. This is probably one of
the most common mistakes made in PPC management. If you
send a visitor to a web page that doesn’t provide that
visitor with what they are looking for, they are going to
leave.
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