September 24, 2012
Mistakes that small businesses make are popping up everyday. One day you’re aware of something to avoid, and then the next thing you know you did something even worse. It’s important to continually be going back and forth and evaluating some of the mistakes that your company as well as other similar companies have been making—and nothing is full of mistakes like a PPC campaign. Because PPC campaigns are always about testing, there is always room for error.
Top 5 Worst PPC Mistakes Your Business Needs to Avoid
Fortunately, there is also room to learn from these common mistakes. If you’re having a rough time getting your PPC efforts under control, consider some of the things you should avoid to help you feel confident:
When it comes to PPC, you want to make sure that the page where the ad is sending those who click is completely relevant to the term they searched for in order to find your ad. For example, if you are a company that offers SEO, web design, link building, and even PPC services, your homepage is likely full of a lot of different links and options. If someone searched for the term “SEO services,” send them straight to the page where you discuss your SEO services. This will help avoid forcing readers to navigate around your webpage (and then usually click-off).
2. Using too many broad match keywords without using negative keywords.
It is no secret that broad match keywords are a great way to have a successful ROI, but this doesn’t work quite as well if you don’t have a long list of negative keywords as well. You are usually better off using a lot of exact match keywords and a lot of negative keywords than simply opting for the broad match keywords.
3. Not making use of the text you have available in a PPC ad.
It’s tempting to say something in your description that was already highlighted in your headline, but don’t do it. Remember that your headline and your description work together and not separate. It might sound obvious, but many companies do this without even realizing. You waste space when you say the same thing twice, so get creative!
4. Ignoring testing practices.
Believe it or not, many companies only test certain aspects of a PPC campaign, or they are slopping when it comes to testing. The truth is that testing is extremely important when it comes to every aspect of PPC. You want to make sure you have a plan—don’t run too many tests at the same time, use the correct tools, etc. It’s never a good idea to start a PPC campaign before knowing how you’re going to test its success.
5. Not paying attention to your competition.
It’s extremely important that you’re taking a look at the ads put our by your competition. If you’re first but the ad below you is offering something cheaper, you’re not going to get the clicks. In other words, PPC is about more than just getting a good placement.
Although getting started with PPC advertising might seem a bit overwhelming at first, everyone does make mistakes. It’s easy to learn from some of the things you’ve done wrong, so make sure you’re always paying attention and analyzing your strategy to find the way that you work best.
What are some PPC mistakes that your company has learned from the hard way?
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