Effective Ppc Management - Avoid Making These Common Mistakes

It is surprising really that so many web businesses falter on their PPC campaigns

. The fact is, far too many websites end up spending too much because they are not managing their campaign effectively or because they are not converting enough from their landing page. If the problem is in the landing page, perhaps the campaign should be paused for a while to fix the page. Because you can at least cut the costs while the problems are being fixed. And if the problem is in the campaign itself, then there are a lot of things that can be done to rectify the errors.

Here Are Some Common PPC Mistakes That You Need To Avoid

Not selecting the right keywords Keyword research is crucial for effective PPC management. There are far too many businesses that select generic terms. On the contrary, you should be specific in PPC. In other words, try to narrow down as much as you can. If you are a financial planner and is offering your services only in NYC, then there is no point in receiving visitors from Seattle or from Texas. Advertise only in New York and select keywords that are related to the city such as New York financial planner, NY financial planning, financial services New York and others like this. You can use the keyword tool of Google to find the keywords you should advertise for.

Making people visit the Home page This is another common error that many advertisers make. If you are offering different products or services, then you should always take the person to the specific page and not the Home page. For example, let us assume that you are a lead generation website collecting visitor information for auto insurance, life insurance, fire insurance and accident insurance. There will surely be different pages on your website for all these 4 types of insurance. So when a person clicks on your advertisement for any of the keywords related to auto insurance, make him or her visit the auto insurance page. This will almost always lead to a better conversion because the person will not need to search for auto insurance in the page, and the number of times he or she must click also goes down.

Not having different advertisement groups There are no limitations to the number of advertisement groups you can have in your campaign, but there are those who do not have a lot of them. This is a mistake. You should break up your keywords in different types and create separate groups for them. This will help you customize your copy. For example, you should have at least 4 advertisement groups for the 4 types of insurance - auto, fire, life and insurance. The auto insurance group should only have keywords that are related to this. Write your advertisement copy that is specific to auto insurance. So the person at the search engine will see the auto keyword in the advertisement and related text in the copy. This is the much better approach than having all types of keywords in a single place.

Not being exclusive Try to be as unique as possible when you are writing your advertisement copy. But most advertisers are far too generic. Try to think of something that makes your product or service stand out. Perhaps it costs less than the productsservices of your competitors, perhaps will work for a longer time, or perhaps you are offering a lot of bonus offers with it. Figure out what your USP is and market this.

Effective PPC management is not really that difficult a job. You just need to ensure that you are not making the most common mistakes, ensure that you are doing the right things, and keep monitoring closely. And in time, and with a few tweaks, PPC can give you great success.

by: James Copper

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