While pay per click advertising is certainly not easy, at the same time, there are a few simple things you can do to make sure your ad campaigns are working. However, there are a number of common pitfalls that lead companies to abandon PPC. Make sure you are not doing any of these things:
- Too Many Keywords
We have seen PPC campaigns for a very specific service, such as a plumber or another professional service such as an accountant, with thousands and thousands of keywords. Many of these keywords have low search volumes and it makes PPC account management very ineffective. What you need to do is focus your campaign on keyword niches that are highly targeted and optimised, or else you will have many rubbish keywords that only generate poor traffic quality.
If you have a very large product portfolio, then you may need lots of keywords. For the most part, work with selected, targeted keywords for the best results.
- Not Using Negative Keywords
You may think that match-types of your keywords are enough to ensure good traffic quality, but you must ensure that you have negative keywords in your campaign. Many campaigns only have a handful of negative keywords, but you should be building your negative keyword list on an ongoing basis. Use your website analytics to see which negative keywords are sending people to your site and include these in your negative keyword list.
- Lack Of Using The Full Repertoire Of Ad Extensions
An ad extension allows you to show extra information to the user who is searching for your product. These ad extensions can be things like for instance:
- A bullet-pointed list,
- Call out extensions,
- An instruction snippet, and/or
- Your location, among other things.
There are so many different things that you can show your users which will help them to decide to choose you over your competitors.