4 Common PPC Mistakes To Avoid

In Paid Search by Dewan Chapman


“Knowledge is power”

This famous quote by Sir Francis Bacon is extremely true when it comes down to Pay-Per-Click advertising otherwise known as PPC. In an industry that is rapidly evolving with new updates and systems coming out all the time, PPC requires you (the marketer) to interpret and optimize data on a daily basis.

Below are four common mistakes that if avoided will not only save your business money, but will also help you generate more conversions at a lower cost per conversion (CPA).

Negative Keywords

As stated by AdWords, “negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers”. Very often when taking over accounts from other agencies or businesses, we find that little to no negatives have been added to the account. This is dangerous for your budget as your keywords (especially broad and BMM match type keywords) will match to irrelevant search terms that do not bring intent driven, quality traffic to your site. Instead this wastes your budget on traffic that is not going to convert. Research and understanding of your industry is required to ensure you adding the right negatives to each campaign to get the best possible results.

Fighting for Position 1

When talking to clients or auditing accounts, we frequently see clients wanting to fight for the first ad on the page and thus always being in position 1. The mindset behind it, is that they are the first business on the page and will get all the traffic. This is however not the best strategy as it costs a lot more per click and people are still looking at their options when landing on your website. From our experience the ads in position 2,3 and 4 often get more clicks, at a cheap cost per click (CPC) and have a better conversion rate (CTR). The reason for this is that most people do research online and the chances that someone will click on the first ad and convert is highly unlikely. Another reason not to be in position 1 is that you are the first ad that people see when search and will be last on their mind when they ready to convert.

Location Settings

These settings are extremely important especially if the business only offers its services or delivers its products locally. Very often we see accounts that are set to target the whole country when they only offer a service that is based in 1 province. People in different locations shop and behave differently. As PPC marketers we need to be able to target different locations with location specific ads which bring in more qualified traffic. You also need to ensure that your location settings are correct at campaign level, to only show ads to people in your chosen locations and not to areas your business does not or can not service.

Ad Scheduling

Is a great way to stretch a monthly budget and only show ads during the times your business operates or when people are actually engaging with your brand. However, in conversations with clients we often get asked; What’s the point of it? and What if I miss out on potential business? These are relevant questions to ask as poor ad scheduling could definitely hurt an account’s success…However, if implemented correctly and monitored, ad scheduling can have amazing results for a business to stretch out the budget and attract more intent driven, qualified traffic. To implement properly, ad scheduling does require a sufficient amount of data to be able to make educated, well throughout decisions of when to show and when to pull back.

These are 4 mistakes we have encountered on our journey with our clients in PPC advertising.

Got some other mistakes or myths you would like to share? Comment below and let us know your thoughts.  

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