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Avoid these 7 major PPC management mishaps!

Written By: langdon on October 4, 2013 No Comment

Avoid these 7 major PPC management mishaps!

Believe it or not, there’s a science to PPC management and if you follow that science, your efforts can produce jaw-dropping results. Whether your focus is lead generation, sales or another conversion point, approaching the setup and maintenance of a campaign with the right tools is essential to your success. Make sure you steer clear of the following mistakes !

 1.   Don’t limit your campaign to broad match keywords

Have you ever seen someone set all terms to broad match while you look on, thinking: What an idiot! Well, many search marketers make this unfortunate mistake. After all, broad match captures the widest variety of traffic, right? The thing is that when it comes to paid search the focus is on quality traffic, not quantity. Who wants to pay for irrelevant traffic? Make sure you include plenty of negative terms and set the appropriate keywords on phrase and exact match.

Let’s say you’re selling running shoes. You’ll want to run as many terms as possible that have to do with running shoes on exact and phrase like running shoe and running shoes for sale. If you were to set those same terms on broad match, you’d capture traffic for terms like running shoe articles. Take the time to properly set the match type on each of your terms.

 2.   Don’t forget your geo-targeting settings

Geo-targeting is one of the most important settings in a campaign. If you’re launching a campaign within the U.S., the system will more than likely default your geo-targeting to the U.S. and Canada. Depending on budget and the products/services you’re offering, you might want your ads to run anywhere from a single metropolitan area to across the entire galaxy! No matter what your target area is, it’s essential that you set your geo-targeting accordingly so that your campaign succeeds.

3.   Don’t build hybrid search-content campaigns

Though the engines will allow you to set up campaigns that contain both search and content in a single ad group, don’t do it! Content and search require separate optimization techniques and need to be managed separately. Don’t get sucked into taking the easy way out; set up your campaign properly from the beginning.

4.   Don’t think the largest list of keywords is best

Because advertisers pay per click in PPC campaigns, lots of people make the mistake of adding of the longest list of keywords known to mankind to each campaign because they figure they’ll only have to pay for the clicks they capture. This is true, but it’s not an effective strategy. The leading engines encourage advertisers to keep tight, targeted ad groups within each campaign. Having too many terms, with little to no traffic, leads to a low quality score which negatively impacts the entire campaign. Rather than launching with a large campaign, take your time and grow it slowly. This is the best way to make sure you’re building a strong, optimal campaign.

5.   Don’t limit yourself to one destination page

Having relevant landing pages is not only important to your quality score, it’s essential to your conversion rate. Let’s say you’re selling running shoes, again, because they’re really hot right now. You should have a separate landing page for men’s and women’s shoes as well as one for each of the brands you sell. This is going to help you funnel traffic to the appropriate area of your site and in the end, increase conversion rates.

6.   Don’t create too many ads per ad group

Many advertisers make the mistake of including a handful of ads for each of their ad groups. The engines work to show all of your ads and determine, over time, which ones are strongest. If you include too many ads, it’ll bog things down and take too much time to make that conclusion. Here’s an idea: Include 2 to 3 ads, watch the CTR of each and make changes accordingly. Keep in mind that even simple changes like exclamation points and calls to action can really affect the success of an ad.

7.   Don’t think increasing the max CPC will always be good for your campaign

The engines work to keep profits high, thus increasing the cost of bids. Even though it sounds good, increasing your max CPC is not always the answer. Review your adgroups, pause or delete terms that aren’t driving traffic and continue testing ad copy and landing pages. The engines reward those with high quality scores with lower CPC. Rather than continuing to increase your CPC, work to drop it by managing your campaign more efficiently.

What now?

These are just a few of the mistakes that can be detrimental to the success of a PPC campaign, so keep them in mind before you dive in head first. PPC management tools provide great opportunities to streamline daily PPC management, helping you save time and money. Now what’s better than that?

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