INDUSTRY:Ecommerce
Six Things You Need to Stop Doing in Pay Per Clicks (PPC) Now
Retail specialist Al Keck advises you on the six most common PPC errors
common errors we see when reviewing PPC campaigns. For the novice, Pay Per Click, also called Cost Per Click, is an internet advertising model used to direct traffic to websites. At toinfinity digital marketing and PPC agency,
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we have collected our top PPC tips from many years of experience, for you to learn how to manage your PPC campaigns more efficiently and effectively. Test out our tips and see the positive progress you can make with better management.
1) Broad matching all your keywords: A really
common error we see on accounts is a volume, oſten up to 100% of keywords that are broad matched. Both Adwords and Bing Adcenter have the options to broad match, exact match and phrase match keywords (there are more complex variations too, but let’s stick to the basics for now). So what is the difference between each match
type? Consider the following phrase: unusual birthday presents. Broad matchconsiders any of these
keywords in any order and also similes, so searches such as “presents for dogs”, “luxury golf presents” which may be completely irrelevant to products you sell, could trigger your ads. This will burn through your budget very quickly, and it’s likely your impressions will be high but click through rates will be low, which can contribute to pushing up your cost per click. You can use negative keywords to block less suitable searches, or you could use a better keyword match method such as: Phrase match(keywords appear within
speech marks) considers all the keywords in the phrase in that order, but will trigger ads if keywords appear at the beginning or end of the phrase eg. “unusual birthday presents for dogs” and “luxurious and unusual birthday presents” Exact match(keywords appear within square
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f Adwords isn’t giving you the Return on Investment your need, there could be issues with you account. Here are the six most
brackets) does what it says on the tin – only searches exactly matching your keywords will trigger ads.
2) Heavily brand messaging all your ads: It’s
great to have a company tone of voice, but it doesn’t necessarily work well for PPC. Paid search is geared towards driving new customers to your site and they do not know (and are not interested in) your brand tone of voice. They want to know if you offer what they’re looking for and if you can solve their problems.
3) Not Trying Remarketing:done right,
remarketing is a great way to re-engage with people that have already visited your site but did not generate a lead/sale on that initial visit. Remarketing allows you to target previous visitors based on a number of factors including behaviour onsite such as which pages they visited, whether they met certain goals, dropped out at certain places, how engaged they were and keywords they are still searching on.
4) Going too broad with campaign
structuring:A well-structured account can make management of the account so much easier. A good place to start is to look at your website navigation. Do not be concerned about having a high number of campaigns – ideally, you want a higher volume of closely related adgroups with niches of keywords. For example, you could have a brand called Widgets, within this campaign, you may have generic, women’s, men’s, kids widget ad groups. This would allow you to closely manage all related elements of the campaign quickly and easily within a very targeted budget.
5) Switching off campaigns out of office
hours or overnight – just because your office isn’t open, or you see low conversions in the middle of the night, doesn’t mean that people aren’t searching. That big order may be being researched outside normal hours, and if you are not appearing, you are less likely to be making that sale later. Segment your campaign performance by day
of week and hour of day. Look at click through rates, ad position, cost and conversion rate. Setup an ad schedule that covers 24 hours but adjust your bids up and down according to performance within that time period.
6) Not optimising for mobile– oſten we see
accounts where mobile has bids reduced and there are no mobile ads because the client reports that mobile doesn’t work, the ROI is poor or conversions are too expensive. In the UK, we are the biggest multi-device users in the world, frequently using up to 3 devices as part of the research process before making a sale. Very recent research shows that 68% of UK Mums will use a smart phone for initial research (this is even higher in the millennial group – 87%) Now you should have a good idea on how to
fix some of your PPC campaign issues and make the most of your Adwords budget. If you still have questions on PPC campaigns and need expert advice managing your paid search campaign, we can help!
Contact us at 01793 238 697 or email:
hello@toinfinity.co.uk
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