Right on the search results of major search engines, there are various poorly researched as well as poorly written and poorly targeted campaigns of paid search. Well this is the reason why Google allows free AdWords credit promotions right for new users. Whether it is Google AdWords or Bing Ads, here are some dangerous thoughts which goes in the PPC users’ mind who certainly do not know what they are doing.
1. I am aware of the keywords that very well describe my services as well as products and I will surely target those ones.
That is an important part of effective branding. But search is never done on one’s term but certainly on the term of the user. Never should one ignore the users just because they do not make use of a specialized terminology in the search query. Research about the industry along with the products and services from user’s point of view.
2. I do not want to leave any users out, I will make use of broad match
Well this is another side of the above point. Theoretically doing a broad match for the set of competitive keywords can certainly increase the exposure of the brand but it will certainly cost more money than it is worth.
Try to use a common sense. Never be afraid to implement negative keywords for the ad campaigns. Google AdWords got rid of Exact Match with the use of close variants in all the campaigns. That is the reason you do need to filter the keywords not related to the industry so that you do not pay for something which have nothing to do with the industry.
3. I will make my company name my ad headline
Well you are not a universally recognized brand like Reebok; the search is never about you. The search is about whatever the user types right into the search query and relevancy is certainly most important. If the site is well optimized with the domain name chosen wisely, then your company site will surely be on the first page of the search results of the user.
Your company name is your identity once your business becomes popular. Help to make your business an acclaimed one.
4. One of particular ads is not performing and I will try a new one with a complete different description and headline with display URL and landing page.
Certainly no two PPC campaigns are the same so testing out a lot of options is very necessary. But certainly it is not agreed to change each and everything about the subject, then how will you make a difference to the users and getting then right to Click through to the website?
Use the common elements which are across multiple ads serving as a perfect ad copy. Keeping track of the combinations will surely push the maximum conversions saving lot of time and money with better performance.
5. The user knows what they are looking for; why should I repeat that in my ad copy.
Well using keywords in the ad copy surely assures the users that you are speaking the same language along with improving the quality score of the keywords. Quality score is an estimated measurement on how well the keywords, ads along with landing pages are adapted by Google.
If the quality score is higher, it certainly means proper placement in searches along with lower cost-per-click right for the ads. PPC does not start with buying a few keywords. There is requirement of optimizing ad copy along with landing page to make it work.
6. I want my traffic going to the homepage as it is the best source of information.
Well your home page is surely a great resource for learning various things about your company along with the different services that you provide but unless the keywords have your company name try to be more specific about what you are looking.
Traffic to the specialized landing page is much likely to convert and keywords relevancy on the landing page increases the quality score with lower cost-per click.
7. My target audience is everywhere
Targeting everyone certainly can be tempting option. However people who are near you or live in your area can be a better option to target. Whether your business is in one physical location or in a multiple location, geo-targeting locations are certainly useful to your business. Again if you have more than one area location, then make sure your ads are shown in those areas.
Always choose locations that will attract users who are potential customers. Properly research who are your customers along with where they live and select the right locations
8. I just need to have higher maximum cost-per-click
PPC managers will often tell you to put in more money right into your campaigns so that it will pay off. Well this is simplest way to get more clicks but certainly the most expensive and unless you improve the various aspects then it will lower your ROI.
It is certainly not useful to get more clicks from users who are not interested in your products and services. If you have a goal to drive conversions then do it with high rate of clicks to conversions.
9. Once the campaigns is optimized then you can leave them
Ignoring the current trends of your industry can seriously be a mistake. The same customer may be using different vernacular to search from two months right now. It is very important to monitor the searcher behavior but adjusting to their behavior. Modify the keywords or change the ad copy or change your landing page to keep up with the users.
10. I am hits and AdWords is working
Well Google gets paid each and every time you get a click. The only way to know for sure that your AdWords account is working is to measure the rate at which the visitors are becoming clients or customers. This is your conversion rate and there are major PPC programs to give tools for measuring it.
11. Remarketing does not improve my ROI
One of the essential characteristics to have when operating business is the right ability to close sale. That is what the function of remarketing is. Visitors who leave your website without converting will see your remarketing ads while browsing the web. There are several remarketing options which you can employ to reach customers for better engagement like display remarketing or remarketing search ads. If you encourage your customers to return back to your website second or third time then it can certainly be useful.
12. I only need one campaign, one ad and one ad group.
Pay Per Click accounts are still set in a particular way. The thinking behind is that your website and your company are all that matters so you try to come up with the best possible description of the website to appeal to the broad group of audience.
In case of paid search, the most important thing is to match with the user’ lack of service and product for the services you provide. Experiment and find you’re the most perfect way to convey the information to your user. Try to stay on top with the most important keywords with different ways to say the same thing in the ads.
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Barry Davis is a Technology Evangelist who is joined to Webskitters for more than 5 years. A specialist in Website design, development & planning online business strategy. He is passionate about implementing new web technologies that makes websites perform better.