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Common Pay Per Click Mistakes

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Google Adwords is set up to be easy to use, easy to navigate, and with the option to edit campaigns and settings offline, with their Adwords Editor, Google has made it easy to make bulk changes, while still maintaining the same level of detail that allows an account to function well. However, many newcomers to theย concept of Pay-Per-Clickย make the mistake of thinking that PPC itself is easy.

The most common mistake a PPC beginner can make is misuse of match types. While it may be more likely that their keywords are set to the default broad match type only, a lot of times, users can be too specific with match types on certain keywords. This is due to the user not fully understanding the premise ofย each match type. Many users simply choose broad match to cover a wider range of searches, but for future optimization, this can cause problems, since broad match keyword data is less precise. Generally speaking, when setting up a new campaign, it is a good idea to test all three match types, unless a very tight budget is the issue.

Another issue that may prove counter-productive later on is the structuring of the campaigns andย adgroups. While some may have a tendancy to throw too many keywords into a single adgroup with a non-specific ad, others may be shooting themself in the foot by abusing tools like the keyword grouper and ending up with far too many adgroups, each with only a few keywords contained within. What it comes down to is that no oneย managing a pay-per-click campaignย should cut any corners. You can think of building a PPC campaign like building a house โ€“ if you use too much material, chances are youโ€™re using the wrong type, and it will cost you far more to build it than it should; and if you use too little material, well, your structure will be unstable and, chances are, your repair costs will be high. Furthermore, the structure and layout for your ads will either result in a high Click Through Rate with few conversions ifย the adsย contain too much on fluff, and maintain a low CTR if you donโ€™t give users a reason to click your ads (ie. ads that are relavant to their searches). This is another reason why match types can make a big difference.

Another big problemย in campaigns created by inexperienced managers is the misuse, or lack, of negative keywords. There is a reason for negative keywords, and itโ€™s rare that a campaign will preform better with no negative keywords in place. The beauty of broad and phrase match types with your โ€œpositiveโ€ keywords is the ability to possibly show up for a larger variety of searches. The beauty of being able to couple this range with a โ€œfilterโ€ of sorts (aka negative keywords) is like paying nothing extra to have a bouncer at the front door of your website. For PPC ads, you only pay the cost-per-click (at least,ย it isย recommend that you pay-per-click, and not by impression), much like a club-goer only needs to pay to get through the door. Negative keywords basically check all search terms and if the phrase for which the user searched does not meet the โ€œdress codeโ€, the bouncer tells them to take a hike, and you donโ€™t have to pay for that click.

As you can see, there is much to learn when it comes to pay-per-click, so it is usually best to leave it toย an Internet marketing firm like Kuliev Digital.

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Canada: Toronto, Montreal, Calgary, Ottawa, Edmonton, Mississauga, North York, Winnipeg, Vancouver, Scarborough, Quรฉbec, Hamilton, Brampton, Surrey, Laval, Halifax, Etobicoke, London, Okanagan, Victoria, Windsor, Markham, Oshawa, Gatineau, Vaughan, Kitchener, Longueuil, Burnaby, Ladner, Saskatoon
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