When it comes to PPC advertising, getting it right is imperative. However, for many beginners out there, getting to grips with PPC isn’t always as straightforward and intuitive as one would like.
PPC is usually used in businesses to help increase the number of people visiting a website or clicking on an advertisement. It is used alongside SEO and non-paying forms of marketing to help make the business more visible, widen reach, and drive conversions.
However, to use PPC effectively businesses need to have a budget, and if they make mistakes it could cost them big. There are a number of common mistakes that can occur when setting up and managing PPC campaigns. Here we discuss some of them and how to ensure that you don’t end up making them. Let’s take a look.
Broad Match Keywords Only
When creating PPC campaigns you need to do some keyword research and decide which keywords are more relevant to your audience and business. However, if you only use broad match keywords you could be missing a trick. Broad match means your ad will still show if the words are misspelled or for relative terms. While you’ll get more impressions this way you also might not get as much qualified traffic. This means you could end up losing a big chunk of your budget without getting the results you desire. A combination of both broad match, phrase match, and an exact match are more likely to give you the best result.
Forgetting To Implement Negative Keywords
Because you have to spend money to make money with PPC, it’s important to protect yourself against those who won’t buy from you. By making use of negative keywords you can ensure particular words and phrases are filtered out so your ad won’t appear when those terms are entered. If you fail to do this you might find that your ad does appear in those results even though they would be irrelevant to the searcher which again could eat through your budget with poor results.
Choosing Success Metrics That Aren’t Relevant To You
When it comes to analyzing your campaigns you need to ensure that you focus on those metrics that are most relevant to what you are trying to achieve. Each time you create a PPC campaign you should consider what it is that you are hoping to achieve and make sure that your metrics are aligned with these goals. Not being clear and specific could mean you focus on the wrong metrics to determine your success and could end up stopping or changing a campaign unnecessarily or for the worse.
Not Paying Attention To Your Ad Quality Score
Your ad quality score is extremely important and will let you know how Google rates your ad. It looks at factors such as keyword relevance and expected click-through rate as well as the landing page experience. If your score is low you won’t rank as highly as your competitors who are bidding on the same keywords as you and therefore you’ll have to spend more to ensure your ad is visible. Create quality, relevant ads, and Google will look upon you favorably.
Your PPC is something that needs work and improvement so make sure that you continue to invest in it and you are sure to reap the rewards!
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