3 PPC Management Blunders to Avoid

‘A fool and his money are soon parted.’ This adage has never been more relevant, especially when it comes to lousy e-commerce pay-per-click (PPC) management. If adequately managed, PPC can be a godsend to your e-commerce company. It can help you quickly get in front of your target customers, enabling you to improve your company’s bottom line almost instantaneously. Unfortunately, the following e-commerce PPC management blunders are so ubiquitous that you might not even realise you are making them…

Poorly Defined Website

Top spots in paid search listings cannot save a poorly defined e-commerce website. PPC is all about relevancy. Coordinating keywords and ad groups improve the relevance of your ad campaign as well as the customer experience. Inability to do so can hurt your conversions and quality scores.

Not Tracking the Campaign

If you do not track your ad campaign, you should toss your cash into the fire pit. PPC allows you to monitor where your visitors are coming from, set up conversion tracking to see which keywords bring in the most sales, and perhaps most importantly, which ad groups are not performing particularly well. Do not let your campaign run on autopilot. Monitor your campaign regularly so you can fine-tune it for optimum performance.

Sending Traffic to Broken Pages

Sending organic traffic to broken pages is money down the drain. So make sure that when pages are deleted, the appropriate PPC elements are also removed. Your PPC accounts should always mirror your e-commerce website.

When it comes to setting up your PPC campaign, don’t take the easy route. Setting up PPC accounts correctly entails extensive research and patience. Regardless, the amount of money you will save in the long run will make the time you spent worthwhile. You can also partner with reputable e-commerce PPC service providers as they have the experience and expertise to help you take full advantage of your PPC campaigns.