Whilst PPC can be an extremely effective advertising medium, lack of experience can be very costly. Common mistakes we see in PPC campaigns include:
Poor keyword selection
If you’re not bidding on the right keywords, your adverts may attract clicks, but you’re unlikely to see any ROI
No negative keywords
In addition to picking the keywords which you wish to appear for, you can also say which you do not want to appear for. For example if you sell van insurance, but do not sell vans you’ll probably find your campaign is much more effective with the addition of some negative keywords pertaining to the sale of vans
Poorly structured campaigns
In order to make sure you’re not paying more than you need to on a per click basis, create tightly focussed groups of keywords, and from these tailor relevant ads – it’s all about relevancy!
Problems with tracking
The beauty of PPC is how measurable it is, but if you’ve not got tracking in place, or the tracking is incorrectly placed you’ll be missing out on valuable information A poorly run PPC campaign will cost you money, rather than make you money. Why not take advantage of our free PPC Health Check to see what sort of shape your PPC campaign’s in?