Whether you’re a PPC novice or have been doing paid search for a long time, there are certain mistakes you especially want to avoid. Some of these mistakes are trivial, while others can lead to a more serious problem. Don’t fall victim to these common fails!
1. Typos and Misspelled Words in Ad Copy
This can even happen to the biggest and best brands. Typos reflect badly for a brand and make paid ads look unprofessional and possibly even untrustworthy. Another pet peeve is awkward and grammatically incorrect ad copy. You’re limited by word character but come on! Put a little effort into it by running everything through spell check and reading it aloud.
2. Not Using Geographic Targeting Or Using It Incorrectly
In California, doing a search for something in Hollywood shouldn’t bring up a PPC ad for Hollywood, FL! Similarly, Pasadena searches shouldn’t bring up Pasadena, TX and Mesa searches shouldn’t display Mesa, AZ ads! This is a novice mistake but it can definitely cost you.
3. Not Evaluating Negative Keywords List
Negative keywords are a must. On top of that, your PPC manager should analyze and update the list on a continuous basis. In PPC, the emphasis on the words that do matter can be overwhelming. But this doesn’t mean that the negative keyword list should be neglected, as it can be equally important.
4. Pushing Paid Ads to the Home Page Instead of a Specific Landing Page
This still happens more often than it should. When a potential customer clicks on a PPC ad, they should be taken to a specific page with the information they are looking for. 99.99% of the time, this page should NOT be the home page of your website. If you have an outside company handling paid ads, occasionally check the ads by scrolling over the URL to see what landing page it is being pushed to.
5. Failure to Test, Monitor, and Improve Ads
Although paid ads seem like a good place to perform experiments… it really isn’t! The ads, landing pages, copy, and calls top action should be carefully planned out, like a controlled scientific experiment. This means that the best ad copy is tested, progress is measured, and the dead weight is clear. Ask your PPC manager about the steps that are taken to ensure that your PPC ads are working most effectively and efficiently.
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