7 Common PPC Mistakes

Are You Managing Your Own PPC?

Congratulations on keeping up with your competition, however, if you're doing any of the 7 common mistakes listed below, you may struggle in the long run. 

7 Common PPC Mistakes

1. No Conversion Tracking
   Conversion tracking is an absolute must if you want to succeed with PPC. If you don’t have some form of tracking in place, there is no way of knowing what keywords are successfully increasing your turnover or costing you a fortune in wasted revenue.
2. Poor Campaign Structure
   It's important to structure PPC campaigns in a logical manner.  If you keep your related keywords in small groups not only is it easier to manage, but you'll have total control over where the PPC advertising budget is spent and the quality score will increase, which will lower overall costs.
3. Only Using Broad Match Keywords
   There are four keyword match types, broad, phrase, exact, and more recently, enhanced broad. Each method should be utilised to determine which match types are profitable. Using all four can quickly highlight losing match type combinations which can save money in the long run.
   
4. Targeting Search and Display Network Within the Same Campaign
   This is a very common mistake as new campaigns have display network checked by default, which should be manually turned off. Display network advertising is a totally different audience and should be managed separately from Google’s Search network.
5. No Negative Keywords
   Monitoring your traffic and adding negative keywords regularly is essential for building successful PPC campaigns. A good negative keyword list will increase relevancy, raise the click through rate and improve the quality score.  This can literally save thousands.
6. Running One Ad
   How do you know if you have the winning ad if all you ever use is one ad? Split testing two ads allows you to keep and improve winning ads which increases click through rates, quality score and conversions.
7. Poor Ad Copy
   Ads have to be written in a style that matches the keyword.  If your ad copy doesn't mention the keyword searched for and highlight the benefits of your service or product then you could be losing out as relevant ads get more clicks.
   

If you're interested in having your PPC effectively managed by specialists, Mediatopia can help.

Call Mediatopia now 0808 208 0760 or contact us for a no obligation quote