Pay per Click Frustrations
October 29th, 2008 by Mike
I’ve recently returned from annual leave and have been getting back into and catching up on the world of pay per click. I really enjoy working in internet marketing and continue to learn something new everyday about the industry. During these tough economic times its strengths are highlighted more than ever and the growth, in my opinion, will continue at a quick rate. Just look at Google, this week announcing an increase in profits for Q3 of 26%!
I have, however, been met with the same frustrations in relation to pay per click. This has led me to come up with a list of pay per click frustrations:
Ghost Ads – an office title for when ads are being served by a separate ad groups in a campaign. Solution is to drill your negatives down to be ad group specific. It does beg the question, why spit your campaign into separate ad groups if the highest quality ad is going to be served?
Expanded Match – Google’s algorithm kindly serving your ads on terms you don’t wish to appear for.
Search Query Reports – sometimes certain ad groups/keywords within your campaign with suffer with poor CTR, your certain that negative keyword addition is the solution yet the search query doesn’t come back with the information your after. Only 256 other unique queries, highly frustrating!
Adwords Policies – I vehemently stick to pay per click policies and adhere to the rules laid out by Google. After we have activated new accounts or make significant changes on the account we have Google review it. What annoys me is when you see one of your client’s competitors flouting the rules and getting away with it. Only this week I tried to pass through ads I knew should be disapproved and they were within 10 minutes. Yet one of my client’s competitors continues to get away with the same technique.
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