Outdated PPC Insights and Practices That Must Be Avoided at All Costs

Digital marketing is an ever-changing industry, and paid search is no exception. In fact, paid search platforms have grown increasingly complex over the years, making it important for account managers to adapt to changes as they come. Digital marketing specialist Erin Sagin, in her WordStream (@WordStream) article “PPC Worst Practices: 5 “Smart” Strategies That Are Actually Dumb,” expresses sheer dismay at how many remain unable to tailor-fit their PPC strategies to suit present challenges. In turn, she reveals PPC practices that must be avoided:

Driving PPC Traffic Directly to the Home Page

Articles on PPC news portals like Marketing Digest have stressed repeatedly: redirecting PPC traffic to the home page is not ideal. Instead, creating custom-designed landing pages can help immensely by improving the relevance of the ad, which in turn can meet the needs of those who’re searching for a specific product or service. When product or service-specific queries arrive, you must ensure that users are redirected to a page that offers links directly related to the product or service in question.

Placing Ads in the Wrong Places

PPC ads are meant to exhibit an aura of reliability, which means that if they’re placed right alongside questionable content, users would assume that you specifically intended your ad to be there. To prevent such a situation from happening, simply avoid placing them on a page which can adversely affect your brand’s image.

Focusing ALL Paid Search Efforts on Google’s Search Network

While the Google Search Network is a great launching pad for marketers who’re invested in paid search, it’s not the only available platform. Marketers who fail to expand their efforts beyond the Network will fail to capture a potentially larger and more diverse target market. Other platforms to consider include Bing Ads Search, Paid Social, and Remarketing. (Check out another article written by Ms. Sagin about how PPC experts need to commit to a social media presence.)

Failing to Keep Tabs on Results

There’s no point in launching a full-scale PPC campaign if you don’t have a way of tracking results. By doing so, you’ll have a good sense of whether your money was well-invested, which in turn will help you make better decisions when handling future campaigns. (Plus, experts who offer PPC insights have stated the importance of tracking results repeatedly.)

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