Do you check out the latest PPC news over the Internet to add to your internet marketing knowledge? That’s a good practice. Additionally, you should also make sure you are not committing mistakes in using Google AdWords. Here, you can learn about such lapses so you can avoid them. The following are some common mistakes that companies commit when using Google AdWords as featured by Entrepreneur (@Entrepreneur) and KISSmetrics (@kissmetrics).
Oh, keywords. If there was ever any element that you can treat as the foundation of a PPC campaign, it would be this. Some companies target too broad keywords, which is ineffective because it’s unlikely for new advertisers or startups to bid to the top spot and even if you manage to do so, the expense may be too great that the revenue likely can’t justify it.
It’s not just the keywords, there’s also the grouping. AdWords allows the formation of campaign ad groups. Some companies put too many keywords in one group, others group keywords incorrectly, while some don’t use it at all.
Another mistake is not using negative keywords—words that when included in the search exclude your ad from the results. They are useful for preventing unhelpful clicks. Here’s a good suggestion: utilize your Google Analytics data to determine the right keywords to target and negative keywords to put in. Group your ads according to purpose and only place around five keywords for each group.
Some companies just create PPC ads and link them to the homepage. What this does is make the visitor work to find what they need, leading to higher bounce rates, wasted ad expenses, and missed opportunities for conversion. While creating custom landing pages may entail work, the results are worth it. There are many tools you can use to ease up the process.
Studying the Competition
To win a battle, it would help you if you study your opponent. Some advertisers don’t take the time to even know who they’re competing with. This is a big mistake. Analyze your competitors’ landing pages and ad text to gain insights. Make sure you do this without clicking on their ads though.
Data, Data, Data
Data is important so that you can be sure your campaign is working and if not, where you need to make improvements. Companies or professionals that offer PPC services typically assess the lifetime value of customers, ROI, and effective ad position to name a few. Take note of data analytics and try to be objective at all times.
Now that you know the major AdWords and PPC mistakes to avoid, keep yourself informed on helpful PPC tips and practices from online marketing news websites like Marketing Digest (@mktgdigest).
Latest posts by Megan Pearson (see all)
- Professional Web Design Insights for Startup Companies on a Budget - November 2, 2015
- Web Design Tips: Design Websites for Humans, Not Search Engine Bots - October 30, 2015
- Content Marketing News Present Insights for Using Videos Effectively - October 27, 2015