If you are just starting a PPC campaign the number of settings, overall strategies, and the long list of conflicting advice that can be found with a quick Google search can cause a heavy toll. It is easy to make mistakes which can affect the long-term performance of your account. Our experts have discussed a few common PPC mistakes and how to avoid them.
1. Using Broad Match Keywords
When setting up your PPC campaign, it is essential to be wary of the different match types that are available and how each of these works perfectly. There is a good rule to follow to avoid broad match keywords. At some point, it is better to use broad match keywords such as for remarketing purposes.
So, what’s the worst thing about broad match? If you are using broad match keywords, you are allowing Google way too much freedom when matching the targeted ads to a search term. This may result in irrelevant traffic which naturally bounces from the site as soon as they realize it is not what they are looking for, costing you money, and bringing down your conversion rates.
A basic theme in PPC account management advice is to be as targeted as possible to attract the kind of traffic that is most likely to convert and generate conversions. Use the same match for keywords that you know sound extremely relevant to the business and use phrase match or broad match modified to ensure you don’t avoid other, relevant searches that maybe you hadn’t thought of.
2. Merging Search and Display in the Same Campaign
When you develop a brand new campaign, you have the choice to target only the search network or to target both the search and display networks in the same campaign. It is not a common practice to merge search and display campaigns because it can make it very hard to manage. This is because search and display advertising perform differently in many ways.
Search advertising targets users who are specifically searching for the product or service may result in higher click-through rates and a higher cost-per-click whereas the display network can reach a much greater target audience who are not necessarily looking for your product or service. In this way, the display network will have a much lower cost-per-click and lower click-through-rates which can change the data if you are looking at the performance of the campaign as a whole.
3. No Ads on the Ad Group
It can be much quicker when developing a new campaign to just add one ad per ad group, but you will never know if a different ad could get you effective results. It is necessary to always test new ideas for targeted ads and it shouldn’t take too long to set up.
Try to create at least three ads per ad group with one variable in each ad, for instance, just change the headline or just change the description. Leave the ads to run for a month before comparing results. This will produce the best results and allow you to make an accurate judgment of performance.
4. Adding Several Keywords
Each of the ad groups in the PPC campaign should target a different theme. This is to make sure the ads that are showing for these keywords are highly relevant which will in turn increase click-through-rates, the quality score of your keywords, and even conversion rates.
As with campaigns, split your ad groups into themes based on subsections of your website and the products or services your business is trying to sell. When adding keywords to your ad group think to yourself “would creating a new ad for this keyword make it more relevant?”. If the answer is yes, then create a new ad group. It really is worth the time and effort and you will reap the benefits of higher quality scores and a lower average cost per click.
5. Not reviewing the performance of search partners
Search partners are a collection of non-Google websites where your ads can be shown. These include sites such as Amazon and several smaller search engines. When you create a brand new campaign the checkbox to include search partners is automatically ticked so many people opt in to search partners without realizing it.
While making a choice into search partners is not necessarily a bad thing, it may work well for your campaign, you need to be aware that your ads are showing on search partners and to regularly monitor the performance to determine if it is the right option for you.