Do you know the top common Pay-Per-Click (PPC) campaign mistakes?

Pay-Per-Click advertising can make or cost your business money. In Feb 2008 Hitwise Australia Newsletter, some top common Pay-Per-Click (PPC) campaign mistakes are listed as below.

1. Having too many non-relevant keywords

Keywords are the backbone of any PPC campaign. However, having large lists of untargeted keywords that are NOT relevant to your products and services could hinder your campaigns performance and your overall ROAS (Return On Ad Spend).

2. Creating single ad groups

Using only one ad group for all keywords gives you far less control of costs and ad text. Categorising keywords into tightly targeted keyword clusters (ad groups) will not only allow you to establish a high level of control over your entire campaign but will also help you target relevant ad text, resulting in efficiencies in your campaign.

3. Directing users to the home page

A very common mistake! It is vital that whatever you say in your ad text is repeated on your landing page. No point in promising a ‘30 Day Free Trial’ in your ads and sending users to a page that has no mention of it. It not only affects the performance of your campaign but also has a negative impact on the user’s experience.

4. Having non-optimised ad text

This is an obvious one. Place keywords for which you are serving the ad into your ad text. Not only will this make your ad more relevant to the user’s query but it will bold your keywords making them stand out!

5.Utilising only one search engine

Broaden your horizons. Try different engines to see which ones are helping you derive the results you want.

6. Not utilising negative keywords

If you do decide to broad match generic terms then make sure you have an extensive negative keyword list. This will help ensure that your ads do not appear for irrelevant search queries and cost you money!

7. Not tracking results

How do you measure the success of your PPC campaign? Is it traffic, sales, newsletter sign-ups? Whatever it may be, it is vital that you understand the metrics that are important to your business and track them correctly. These findings then need to feed back into the campaign. How else will you know what’s working and what’s not?

The success to any PPC campaign is continual optimisation. The dynamic nature of PPC demands that continual changes and improvements be made to a campaign, by adding new keywords, different positioning strategies or ad creative changes.

So just how well optimised is your PPC campaign?

Here is a quick checklist to help you evaluate your PPC campaign:

1. Does your campaign have irrelevant keywords?

2. Are you using a single ad group?

3. Is your traffic going to the home page, instead of the most relevant page?

4. Is your ad text optimised?

5. Are you using more then one search engine?

6. Does your campaign have negative keywords?

7. Are you tracking your campaign results?

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