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PPC Management – Avoiding AdWords Blunders

To be really effective with PPC management, you have to stay on your toes. Making mistakes not only costs a lot of money, it will also negatively impact conversion results. To avoid making costly blunders, follow these tips.

  • Keyword Research. There is really no excuse for skipping this step. There are several free tools for performing some great keyword research. Google’s keyword tool can give you some valuable direction in targeting the right words. Research what successful advertisers are putting into the first three lines of their ads.
  • Too many keywords. Have one ad group for each keyword using the three basic variations of exact, phrase and broad. You should place two ads into each group. Doing this will help you pick your winners.
  • Lifeless Ads. Your ads should be compelling and feature the item that is being searched for. Don’t feature your business name or product, but address a need. For example: “Premium Jewelry for Every Budget” instead of “Jane’s Jewelry”. Provide the solution the customer is trying to find.
  • Experiment. Include variations of the ads by making minute changes to test the response.
  • Negative keyword usage. Negative keyword will help to sort out and further refine the marketing campaign.
  • Test, and then test again. Colors, position, copy – these elements should always be under testing. Know the conversion metrics. Use tools like Google analytics or Website Optimizer.

Delivering the Promise
Once tactic of PPC management that can be overlooked deals with the copy featured on the landing page. When a user clicks on your ad, are they sent to some informational page, or do they land on the exact product they were looking for? Clear navigation makes it easier for the customer to make a purchase. Delivering the promise optimizes the quality score and improves your position. Costs are lowered, while still meeting the needs of the searcher.

Good PPC management will deliver targeted traffic and takes your message to the users that are searching for the products you provide. Use these tips to save time, reduce costs, increase brand exposure and give you the maximum return on your advertising dollars.