Are You Making These Costly Mistakes in PPC Advertising?
0 likes872 views
The document outlines common costly mistakes in pay-per-click (PPC) advertising, emphasizing the importance of keyword relevance and effective campaign management to enhance conversion rates and reduce costs. It highlights mistakes such as poor keyword selection, using broad match keywords, inadequate segmentation of ad groups, lack of testing ad variations, and neglecting conversion tracking and web analytics. To optimize PPC campaigns, the document recommends utilizing tools for testing and tracking while ensuring proper alignment of PPC strategies with website conversion goals.
Are You Making These Costly Mistakes in PPC Advertising?
- 1. Business Owners: Do You Make These Costly Mistakes In PPC Advertising? How to Avoid them To Slash Ad Costs & Increase Conversion Rates & Profit © ConvertMoreTraffic.Com
- 2. 1. A product, service, or other resource that people want. 2. Targeted traffic to your website. 3. A website which cost-effectively converts traffic into phone calls, email leads, subscribers, sales, downloads, or other profitable actions that you want website visitors to take. 3 Top Factors for Online Business Success
- 3. Pay per click (PPC) advertising - such as through Google Adwords or Bing Ads - can be one of the best sources for driving highly targeted traffic, prospects and customers to your website. Consider just some advantages of PPC advertising... Advantages of PPC Advertising
- 4. • You only pay for results: When someone clicks on your ad. • Results are trackable and measurable, so you can expand on what's working, - and improve, reduce, or eliminate what isn't. • You can control when your ads are shown, to reach targeted prospects and customers at the exact time they are looking for you. Advantages of PPC Advertising
- 5. • Your ads can start drawing laser targeted customers and prospects to your web site quickly - literally within minutes after account activation! • There are other advantages to PPC advertising that combined make it one of the most powerful advertising platforms on the planet - with Google Adwords being the absolute best, and Bing Ads trying to catch up, in a distant second place. Advantages of PPC Advertising
- 6. As the founder of the Convert More Traffic PPC Management Service, I've seen certain costly mistakes made over and over again in our new clients' Google Adwords and Bing Ads accounts, discovered when or before we took over managing them. Let's dive right in as I reveal the 1st of these costly PPC advertising mistakes... PPC Advertising Mistakes Can Be Very Costly
- 7. An important element of PPC success is relevance, defined as how closely the elements of a PPC campaign relate to what people are actually searching for. The more closely related, the more the relevance, and vice versa. A number of PPC mistakes relate to a lack of relevance. Google Adwords, Bing Ads, and other PPC systems often reward relevance with better ad positions, more impressions, and higher quality scores, at a lower average cost per click. Mistake #1: Poor / Irrelevant Keyword Selection
- 8. Therefore, selection of profitable keywords involves choosing the most relevant keywords that people are likely use to find the product, service, or other resource you're promoting with PPC advertising. Mistake #1: Poor / Irrelevant Keyword Selection
- 9. Standard (regular) broad match tends to be too broad, generating too many irrelevant clicks. Negative keywords can be used to weed them out, but it takes time and expense to discover and add them. Modified broad match is a keyword match type available in Google Adwords and Bing Ads, which lets you specify that certain words must be included in search terms to trigger your ads. Mistake #2: Using Regular Broad Match Instead of Modified Broad Match
- 10. To create modified broad match keyword terms, just add a plus symbol (+) in front of one or more words in a broad match keyword. This reduces traffic from a keyword but it can weed out many irrelevant clicks and increase relevance and clickthrough rates (CTR). There are a couple of exceptions when it can be advantageous to use regular broad match, perhaps only in certain campaigns or ad groups... Mistake #2: Using Regular Broad Match Instead of Modified Broad Match
- 11. A couple of exceptions when it can be advantageous to use regular broad match include: a. To discover new keywords which may be relevant but that you're not specifically bidding on. b. When the volume of clicks and impressions is very low. For example, when targeting a small geographic area, or targeting a small niche market. In either case, be sure to make judicious use of negative keywords. Mistake #2: Using Regular Broad Match Instead of Modified Broad Match
- 12. The more relevant the keywords are to the ad copy, the more likely searchers will click on the ads, and earn other rewards for relevance. But all too often, PPC advertisers put too many diverse keywords into just one or a few ad groups, making it difficult, if not impossible, to write highly relevant ads for such keywords. Mistake #3: Not Segmenting Keywords Into Smaller, Tightly Themed Ad Groups
- 13. Grouping closely related keywords into smaller focused ad groups makes it easier to write much more relevant and better targeted ads and landing pages. Google Adwords' recommendation is to use from 5 to 20 keyword terms per ad group. For high traffic keywords it can be advantageous to use as few as one per ad group. Mistake #3: Not Segmenting Keywords Into Smaller, Tightly Themed Ad Groups
- 14. Top PPC ad platforms such as Google Adwords and Bing Ads allow testing of multiple ads, which can reveal which work best at generating leads, sales, and other conversions. You should continually test at least two ads per ad group, and continue the process to try to beat your winning control ads. Tip: I've developed a free online tool for creating and multivariate testing 9 Adwords ads, called: Adwords Maximizer. Mistake #4: Not Testing Multiple Ad Variations
- 15. For best results you'll need to know the exact keywords and search terms which trigger your ads and generate conversions. This information will enable you to expand on what's working, and improve, reduce, or eliminate what's not. Conversions can be tracked using conversion tracking code provided by PPC platforms, or with Google Analytics. (Yes, redundant tracking can be a good idea.) Mistake #5: Not Tracking Conversions, Down to the Keyword Level
- 16. There are many profitable advantages you can gain by using web analytics, whether you use PPC advertising or not. The sooner you start using it on your website to start collecting the valuable data that can be used to improve your web site marketing efforts, the better. A free and powerful web analytics tool I most highly recommend is Universal Analytics, the latest version of web analytics offered by Google. Mistake #6: Not Using Web Analytics
- 17. Google Analytics Conversion Goals can be used to track how well your website (or app) persuades visitors to take the most profitable "macro" actions you want, (such as sales transactions), as well as "micro" actions that lead up to them (such as email newsletter signups). You should use analytics to measure both macro and micro conversions, to get a more complete picture of how visitor activity is contributing to the success of your web site. Mistake #7: Not Setting Up Google Analytics Conversion Goals
- 18. Assigning monetary values to Google Analytics Conversion Goals - even for non-commercial web sites - can be valuable for comparing how well various traffic sources and site pages generate conversions based on their worth to your business, so you can focus on the highest value conversions. If you have a transactional ecommerce website, it's best to use the e-commerce tracking feature of Google's Universal Analytics, since it uses actual transaction data. Mistake #8: Not Assigning Values to Your Most Important Conversion Goals (or Not Using Ecommerce Tracking)
- 19. Linking your AdWords account and Google Analytics can provide a much clearer perspective of customer behavior, from ad impression, to click, all the way through to the point of conversion on your web site. When you've linked Analytics to Adwords, analytics data will be imported into and available in our Adwords account which can then be used to improve business results by optimizing your Adwords campaigns. Mistake #9: Not Linking Google Analytics to Your Adwords Account
- 20. Web site conversion rates can be improved just by increasing traffic quality through smart PPC campaign management. But as mentioned earlier, targeted web site traffic is only one of the top 3 factors for online business success. If you're not improving your web site to get more visitors to take the profitable actions you want through proven conversion rate optimization methods, you're flushing a lot of wasted profit down the drain. Mistake #10: Not Optimizing Your Web Site's Conversion Rates
- 21. It's common for website owners to assume their site has gotten "stale", and that a slick new redesign will improve conversion rates. After considerable time, effort, and expense, they launch their flashy new site to the world - only to be disappointed by the results. It's wise to take a structured approach to web site (or page) redesign, testing and measuring key metrics as you go, to ensure that changes have a positive impact on conversion rates. Mistake #11: Making Website Changes Without Testing & Tracking Their Impact on Results
- 22. Chances are, if you're running any PPC campaigns, you're likely making at least some of the money- wasting PPC advertising mistakes I've revealed here. The good news is, I guarantee that if you avoid or fix them you can get much better results, at less cost! Oh! Just one more thing before we part ways... How Many of These Mistakes Are YOU Making In PPC?
- 23. • Discover even more PPC advertising mistakes and avoid them to increase traffic, conversion rates, and profit with: PPC Nightmares • Too busy to keep up with constant PPC changes and to manage your own PPC campaigns? Hire our professional: PPC Management Services • Troubleshooting and help to solve your PPC Nightmares: PPC Account Audits • Learn how to manage PPC professionally, with my: PPC Coaching Check Out These Other Resources to Maximize Your PPC Advertising Profits...