What are the mistakes done while Managing ppc campaigns?
Here are few mistakes that u should avoid :-
1. Creating a long list of irrelevant and generic keywords
When you create your campaign it is very importance that you donot need to Create long list of less then targeted keywords which is too generic. The reason is being that CPC (cost-per-click) for generic keywords are high instead of descriptive relevant keywords. The generic keywords may bring visitors to the site but do not produce any conversions. If visitor do not found what they are searching for, they will leave soon.
2. Failing to identify unique aspects of your products or services
Before making your AdWords campaign you first indentify your unique products or services which makes you stand out from your competitors. You can also perform competitor analysis what keywords are they using. After conducting competitors analysis & after knowing uniqueness of your product & Services you will be able to rise above your competitors.
3. Lack of keywords in your Text Ad
When creating your Text Ad it is important to put keywords into your title and description while maintaining the delicate balance of clarity and relevance.Your Ad copy should be mentioned in such a way that when read by a visitor they know what they are getting into when they click on it.
4. Directing users solely to your home page
Not taking the time to decide which destination URL should be designated to which ad or keyword is an oversight that I come across far too often. When you finish making your list of relevant keywords that describe unique products or services of your business, why would you then send everyone to your homepage and let them navigate through your site in hopes of finding what it is that they are looking for. Instead why not send them straight to the page that contains exactly what was described to them within your ad copy.
5. Using only single ad groups
If you want to have much higher level of control over your entire campaign then categorize your ads that’s are targeting related keywords into a common adgroup. In this way you can create in-depth reports on the performance of every ad-group ypu created.
6. Utilization of single campaign for a website
Once you categorize Ad Groups next step is to create relevant campaigns. Having highly organized campaigns is the key to determining which ads are creating optimal conversions. Which most people don’t use.
7. Use of broad match keywords only
There is chances of missing out potential customer & creating higher CPC when you don’t take advantage of keyword matching options available to you. Broad matches are usually less targeted than exact and phrase matching. Broad matching is the default option your ads will appear for expanded matches such as plurals or relevant keyword variations. When utilizing phrase match your ad will appear for search terms in the order that you specify and sometimes for other terms. Exact matching is by far the most targeted option to use. You will appear for the exact keyword specified. Negative keyword is also a fantastic option to utilize in order to specify which keywords you do not want to appear for.
8. Failure to optimize ad serving for your ads
When you take advantage of the AdWords Ad Serving service basically what you will be doing is showing your most popular ads more often. The AdWords platform will give weights to ads with the highest click-through rates (CTRs) and display them more often then keywords with lower (CTRs) within the same ad-group.
You can set Ad serving option by clicking on campaign sitting --> Ad delivery: Ad rotation, frequency capping --> Optimize: Show better performing ads more often
9. Failing to track results
In order to have any idea on performance of your AdWords campaign you must be able to see the keywords & Ads that work as well as those that do not. You can also use tracking tools like Google Analytics which provides you with in-depth reporting on all aspects of your campaign performance.
10. Entering the content network without modifying bids
You have Choose to sit different bids for the content network compared to that of search network. If you do not set different bids for content network, you may be paying more CPC than you should be.
Here are few mistakes that u should avoid :-
1. Creating a long list of irrelevant and generic keywords
When you create your campaign it is very importance that you donot need to Create long list of less then targeted keywords which is too generic. The reason is being that CPC (cost-per-click) for generic keywords are high instead of descriptive relevant keywords. The generic keywords may bring visitors to the site but do not produce any conversions. If visitor do not found what they are searching for, they will leave soon.
2. Failing to identify unique aspects of your products or services
Before making your AdWords campaign you first indentify your unique products or services which makes you stand out from your competitors. You can also perform competitor analysis what keywords are they using. After conducting competitors analysis & after knowing uniqueness of your product & Services you will be able to rise above your competitors.
3. Lack of keywords in your Text Ad
When creating your Text Ad it is important to put keywords into your title and description while maintaining the delicate balance of clarity and relevance.Your Ad copy should be mentioned in such a way that when read by a visitor they know what they are getting into when they click on it.
4. Directing users solely to your home page
Not taking the time to decide which destination URL should be designated to which ad or keyword is an oversight that I come across far too often. When you finish making your list of relevant keywords that describe unique products or services of your business, why would you then send everyone to your homepage and let them navigate through your site in hopes of finding what it is that they are looking for. Instead why not send them straight to the page that contains exactly what was described to them within your ad copy.
5. Using only single ad groups
If you want to have much higher level of control over your entire campaign then categorize your ads that’s are targeting related keywords into a common adgroup. In this way you can create in-depth reports on the performance of every ad-group ypu created.
6. Utilization of single campaign for a website
Once you categorize Ad Groups next step is to create relevant campaigns. Having highly organized campaigns is the key to determining which ads are creating optimal conversions. Which most people don’t use.
7. Use of broad match keywords only
There is chances of missing out potential customer & creating higher CPC when you don’t take advantage of keyword matching options available to you. Broad matches are usually less targeted than exact and phrase matching. Broad matching is the default option your ads will appear for expanded matches such as plurals or relevant keyword variations. When utilizing phrase match your ad will appear for search terms in the order that you specify and sometimes for other terms. Exact matching is by far the most targeted option to use. You will appear for the exact keyword specified. Negative keyword is also a fantastic option to utilize in order to specify which keywords you do not want to appear for.
For more information on Broad, Phrase & Exact Keywords u can visit here http://adwords.google.com/support/aw/bin/answer.py?hl=enamp;answer=6100
8. Failure to optimize ad serving for your ads
When you take advantage of the AdWords Ad Serving service basically what you will be doing is showing your most popular ads more often. The AdWords platform will give weights to ads with the highest click-through rates (CTRs) and display them more often then keywords with lower (CTRs) within the same ad-group.
You can set Ad serving option by clicking on campaign sitting --> Ad delivery: Ad rotation, frequency capping --> Optimize: Show better performing ads more often
9. Failing to track results
In order to have any idea on performance of your AdWords campaign you must be able to see the keywords & Ads that work as well as those that do not. You can also use tracking tools like Google Analytics which provides you with in-depth reporting on all aspects of your campaign performance.
10. Entering the content network without modifying bids
You have Choose to sit different bids for the content network compared to that of search network. If you do not set different bids for content network, you may be paying more CPC than you should be.
This post first appeared on Pay Per Click - Search Engine Optimization, please read the originial post: here
