PPC BLOG

7 Do’s & Don’ts for your PPC Campaign

by Mackenzie Oslund on September 8, 2011

We’ve managed clients from just about every industry and whether you sell bikes or you’re trying to get leads for your insurance company, avoiding these commonly made mistakes, in no particular order, will help no matter what industry you’re trying to conquer.

  • Don’t let campaigns run on autopilot. Do optimize regularly.

d oIt’s important to optimize PPC campaigns regularly. If a campaign is running well, that doesn’t mean hours and hours need to be spent on optimizations every day. What that means is once a campaign is cost effective and converting well, tweaking regularly is what should be done. Edit ad text, pause ineffective keywords, implement A/B testing, etc. If campaigns run on their own, they’re destined for trouble and money is bound to be wasted.

  • Don’t neglect negative keyword lists. Do implement new negative keywords regularly.

oIf negative keyword lists are neglected – either never created or never added to – there are most definitely going to be some irrelevant keywords that are spending money. This is a very quick way to waste a PPC budget.

  • Don’t choose the automatic bidding setting for keywords. Do choose the manual bidding.

oWhen the automatic bidding setting is chosen, Google is allowed to set all bids. Usually, they’ll be too high. Even if they happen to be just right, it’s always best to manually set bids so the campaign owner has full power over what each keyword bid is as well as the ability to increase or decrease that when necessary.

  • Don’t Optimize for clicks with ads. Do rotate ads.

oIf the “optimize for clicks” setting is chosen with ads, it makes it almost impossible to test ads evenly against each other. If an A/B test is being conducted the data that could have been gathered will not be useful because the ads aren’t rotating evenly. If ads are being rotated, each ad will be displayed evenly and true A/B tests can run and the better performing ad will be identified. Optimizing for clicks doesn’t always mean the ad that Google is showing 98% of the time is, in fact, the best ad.

  • 5.Don’t use one match type only. Do use broad, phrase, and exact match for all keywords.

oLet’s say only broad match is being used. It is almost guaranteed that irrelevant keywords are driving traffic. It’s best to test phrase & exact match as well so it can be determined which match type performs better.

  • Don’t test only one landing page per product. Do conduct A/B landing page tests.

oIt’s wise to test different landing pages against each other. Try sending people to a product page versus a search result page within that same website. See which page converts better. If only one landing page is being tested, it’ll never be determined if another page has the potential to convert better.

  • Don’t bid for the 1st position!! Do bid on the 3rd – 6th position.

oThe President of our company blogged about the importance of this a few weeks ago. The first position doesn’t improve your conversion rate in PPC. SEO is geared towards being number one. PPC is an entirely different animal. It’s not wise to waste money by bidding top dollar to be in the first position because Google has said that the first position will not increase your conversion rate versus the 4th. You’ll get a better bang for your buck if you don’t bid the highest!

Remember to optimize regularly and continue to learn all you can and your campaign will be successful. If you need help, don’t hesitate to turn to a PPC management company to help you out. Sometimes expertise is needed! Have any of the above “do’s and don’ts” worked for or hurt you in your PPC efforts?

7 Do’s & Don’ts for your PPC Campaign

We’ve managed clients from just about every industry and whether you sell bikes or you’re trying to get leads for your insurance company, these commonly made mistakes will help no matter what industry you’re trying to conquer.

·Don’t let campaigns run on autopilot. Do optimize regularly.

oIt’s important to optimize PPC campaigns regularly. If a campaign is running well, that doesn’t mean hours and hours need to be spent on optimizations every day. What that means is once a campaign is cost effective and converting well, tweaking regularly is what should be done. Edit ad text, pause ineffective keywords, implement A/B testing, etc. If campaigns run on their own, they’re destined for trouble and money is bound to be wasted.

·Don’t neglect negative keyword lists. Do implement new negative keywords regularly.

oIf negative keyword lists are neglected – either never created or never added to – there are most definitely going to be some irrelevant keywords that are spending money. This is a very quick way to waste a PPC budget.

·Don’t choose the automatic bidding setting for keywords. Do choose the manual bidding.

oWhen the automatic bidding setting is chosen, Google is allowed to set all bids. Usually, they’ll be too high. Even if they happen to be just right, it’s always best to manually set bids so the campaign owner has full power over what each keyword bid is as well as the ability to increase or decrease that when necessary.

·Don’t Optimize for clicks with ads. Do rotate ads.

oIf the “optimize for clicks” setting is chosen with ads, it makes it almost impossible to test ads evenly against each other. If an A/B test is being conducted the data that could have been gathered will not be useful because the ads aren’t rotating evenly. If ads are being rotated, each ad will be displayed evenly and true A/B tests can run and the better performing ad will be identified. Optimizing for clicks doesn’t always mean the ad that Google is showing 98% of the time is, in fact, the best ad.

·Don’t use one match type only. Do use broad, phrase, and exact match for all keywords.

oLet’s say only broad match is being used. It is almost guaranteed that irrelevant keywords are driving traffic. It’s best to test phrase & exact match as well so it can be determined which match type performs better.

·Don’t test only one landing page per product. Do conduct A/B landing page tests.

oIt’s wise to test different landing pages against each other. Try sending people to a product page versus a search result page within that same website. See which page converts better. If only one landing page is being tested, it’ll never be determined if another page has the potential to convert better.

·Don’t bid for the 1st position!! Do bid on the 3rd – 6th position.

oThe President of our company blogged about the importance of this a few weeks ago. The first position doesn’t get more conversions in PPC. SEO is geared towards being number one. PPC is an entirely different animal. It’s not wise to waste money by bidding top dollar to be in the first position because Google has said that the first position will generate more conversions versus the 4th. You’ll get a better bang for your buck if you don’t bid the highest!

Remember to optimize regularly and continue to learn all you can and your campaign will be successful. If you need help, don’t hesitate to turn to a PPC management company to help you out. Sometimes expertise is needed! Have any of the above “do’s and don’ts” worked for or hurt you in your PPC efforts?

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