Get more info on: Pay Per Click Advertising & Pay Per Click Management

by Adam Smith Digital Marketing Manager Taking into account the sheer amount of digital noise that exists on the internet, choosing to broaden your digital marketing horizons by directly placing your message in front of your target audience is an effective way to improve your online presence. Google AdWords acts as an effective tool to set up and manage such a Pay Per Click Advertising strategy.

However, just because it is simply to start an AdWords account, it does not mean that generating positive results will be a cake walk. Here are a few common mistakes that marketers must actively avoid when pursuing Pay Per Click Management initiatives via Google AdWords.

• Targeting Keywords that are Extremely Broad 

It is important to note that, especially if you are new at the PPC game, it will be next to impossible for you to win a top bid for broad keywords such as “Cheap Flights”. Even if you happen to gain a top spot, you will end up paying enough to never be able to justify the costs against the revenues you make.
It is ideal to start your campaign with about 5-10 long-tail keywords that you may have identified as effective ones through Google Analytics or the Webmaster Tools. Slowly move o to broader keywords when you are able to achieve a satisfactory ROI through your first set of queries.

• Placing Too Many Keywords in a Single Ad Group

In a typical scenario, you may expect that creating a unique landing page along with a PPC ad that includes all your targeted keywords is an effective way to laser target your user experience. However, this is not practical since most marketers will not have so much time to execute such a plan. It is ideal to stick to ad groups that consist of about only 5-10 keywords in the start. This will help you prevent forcing too many words that are unrelated in the same ads and landing pages.

• Selecting “Search Network with Display Select” Under Campaign Type

While Google works towards pushing this combination to marketers, the fact of the matter is that AdWord’s search and display format demand different approaches. It is ideal to stick to display, search or both. However, make sure that the ads that you create adhere to the best practices that exist within your industry.

• Directing Traffic to your Homepage

Every single visitor that you are able to acquire due to your PPC campaign should arrive at a landing page that is created to be as engaging and attractive to the interests of your user. If you simply direct your audience to your homepage, they will have to work hard to find the information that they came looking for in the first place. This will result in unwanted high bounce rates, unnecessary ad expenses and missed opportunities for conversion.

Other common mistakes that marketers tend to make include choosing not to include negative keywords into their campaign. Also, choosing not to rotate your ad variation displays in an even manner can cost you your success.

Get more info on: Pay Per Click Advertising & Pay Per Click Management

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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