5 Common PPC Mistakes To Avoid
If you get it right then PPC (pay-per-click) advertising can be the most cost effective marketing that a business can undertake. However it is very easy to not PPC get it right straight away, waste money and increase the CPA (cost per conversion). Below are 5 common mistakes that any new PPC advertisers should look to avoid:
1. Don’t have your Home page for all your landing pages – The landing page should be designed to make sale/conversion, it needs to be specific to the ad and keyword that the visitor used. Multiple landing pages are needed for different topics or products, I find that it is usually best to have a landing page specific to each ad group. Don’t forget that landing pages have a big affect on quality score making them twice as important to get right.
2. Don’t use offline ad copy – Ad copy that works offline usually doesn’t have the same affect online. Ads should contain the keywords in your ad groups to ensure they are relevant to the user and again to build quality score. It has been proven that an ad that contains the same words used in the search query have higher CTR. Try including some ads with dynamic headlines.
3. Don’t just pick keywords that you would use, pick what your customers would use – All of your customers may not be an expert in your industry like you; so when researching keywords use the keyword tools provided by the search engines and look at their suggestions from your customers’ point of view.
4. Don’t forget to use negative keywords – often overlooked negative keywords are as important as your keywords for directing quality traffic. For example an e-commerce site campaign should have negatives such as review and free to avoid visitors not interested in buying using your budget. When carrying out your keyword research using the keyword tools provided by the search engines you can identify irrelevant keywords at the same time.
5. Don’t target irrelevant locations – If you cannot support or supply to certain locations make sure that they are not being targeted in your campaign. Remember that the default UK targeting contains Northern Island, if you cannot support or supply to this area take it out of your targeting to avoid wasting money.
For more commonly made PPC mistakes, click here.
