As every Pay-Per-Click campaign manager knows, there are many elements that make up a successful PPC campaign. Following are two mistakes many make. Unless and until you know better, you’ll probably make them too? What are they and how can you avoid them? Read on.
Keyword List: Your keyword list is the foundation of your PPC campaign. Many define it too broadly, which leads to less than targeted traffic. This raises cost and lowers profits, which cause many to think, “Pay Per Click doesn’t work well for our product/service.”
Many PPC campaign managers are so afraid of excluding prospects that they include unprofitable ones.
The lesson here: Hone your keyword list as tightly as you possibly can. No matter how much it goes against the grain, force yourself to remember that less traffic is a good thing – if it’s bringing in more targeted traffic.
Ad Group Sharing: Many PPC managers take a “set it and forget it” mentality to pay-per-click marketing. This is especially true when it comes to adgroups, as in, most campaign managers will only use one.
The lesson here: You can – and should – have many closely related ad groups. This allows you to test, retest and tweak ads; something we advocate for every PPC campaign.
You can never test an ad enough because customer wants, needs, methods of searching and a host of other factors are constantly changing. This is why testing, retesting and tweaking ads is the only surefire way to improve your pay-per-click campaign results.
Learn more about this and much more at the upcoming PPC Summit (April 22-23) in Chicago, register now and save $400!
