Most marketers have a hard time getting their PPC game strong because they make some basic yet crucial mistakes. But, on the bright side, these are fairly easy to overcome. Pay Per Click Search Engine Marketing, a book by David Szetela makes it even easier to understand and master any PPC mistakes. Below listed are the 5 most common and costly ones.
Directing Visitors To Website’s Homepage
When you put an ad for a product, use a URL that redirects visitors directly to the product page, not the homepage of the website. By doing the later, you are at risk of losing an interested visitor because it’s highly unlikely that he will surf through the website to locate that product.
Putting up an Ad without Split-testing it
Now that nearly all PPC engines authorize you to split test your ad beforehand, it would be foolish not to. Split test ads using different versions of the texts to figure out which combination generates the most click-throughs and conversions.
Not Availing Ad Extensions
Google promotes the use of ad extensions and claims that they improve CTR by up to 30%. Yet, we hardly see the app or dynamic search extensions with ads. Advertisers should really look into this lucrative offering by Google.
Bidding Too Low at the Start of the Campaign
Here are two essential insights:
- Click-throughs and ad rank are conjoint.
- The longer it takes to earn clicks, the longer it takes to gauge which keywords, ad extensions, and landing pages provoke most conversions.
Therefore, bid generously for your ads at the start of the campaign, and tone it down gradually when you start pocketing initial goals.
Not Using Negative Keywords
Using negative keywords prevents your broad match ad results from emerging in irrelevant but similarly worded searches. If done painstakingly carefully, it manages aptness without ruling out potential traffic.
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