Pay Per Click Mistakes In Order Of Importance
Here we have listed common pay per click mistakes by order of importance. As you read through this list you will learn how to cut ad spend, and increase your reach. You will be able to use money you were wasting to increase bids for good keywords, while increasing sales and improving your ROI at the same time
#1 is the most important and #11 the least, read top to bottom or bottom to top, or pick any headline in between.
# 11 Are You Letting Ads Run During Hours You Don’t Answer The Phone?
This one almost didn’t make the list, but if you sell services, are not running ads just to build your brand, or if you’re on a limited budget, running ads during times you don’t answer the phone is a bad strategy.
If your running a paid search campaign where getting a phone call is one of the goals of the campaign, and you let the ads run during hours you don’t answer the phone, you are likely wasting some of your ad budget.
Also people value their time, if their looking for a professional in your industry, or want answers, they want that info now. They set the time aside to get something done, and if you can’t show you value their time by answering the phone, don’t count on them leaving a message. They will likely move on to the next ad, and forget they ever found you.
# 10 Not Using Longtail Keywords
Most people still think longtail means using many words in a phrase, like four or more words, which is usually the case, but really means finding phrases or keywords with little or low competition. You will pay very little for these clicks, and if you can put enough of them together, you will run a very successful PPC campaign.
The keyword “Roofing Contractors” is very popular and will cost you 17.00 to 24.00 for the number one or two spot. But by targeting “roofing contractors in any-town any-state” you will cut the cost per click in half and be better able to target customers. Now you can fine-tune ads to speak right to people from those areas, which will improve your click-through rates too.
By putting in the extra work to build out a campaign with hundreds of longtail keywords you will, spend less per click, improve quality score, improve CTR, and increase your ROI.
# 9 Not Including Keywords You Bid On In Your Ad Copy, On Your Web Page, Or At Least Your Web Page Title Tag.
This is about quality score and click through rates, people with low quality scores pay more for clicks. People are more likely to click an ad that has the keyword they typed in the ad copy, and are more likely to hang around reading your web page if it looks like they landed in the right place, hence more likely to become a customer.
Google wants their customers to have a good experience, they want them to find what their looking for. Google doesn’t want their customer landing on a page that is not relevant to the search. If you pay for clicks and just send all the traffic to your home page, or contact page, your likely not converting the clicks your paying for and your bounce rate is likely high.
High bounce rates lead to low quality score and higher PPC fees. Even if you think the landing page is relevant, if you don’t have the keyword in the beginning of the title, in the first paragraph, in the alt text of an image, your page is not optimized for it.
# 8 Paying To Much For Select Keywords
Some keywords convert better than others, and in a need to be in the number one slot on Google, companies keep upping their max cost per click till they are spending way to much. But hey if you want to crush the little companies with small ad budgets and starve them out of your market, bid your ass off. But if your really trying max your budget, find some lower hanging fruit.
You need to know if the keywords you are bidding on are making you money. If it takes 10 clicks to make one sale, then multiply the average CPC by10. If you can subtract the cost of those ten clicks from the profit you made from a sale and be happy, great. If not, loose the keyword or modify it.
# 7 Using Terms That Are To Broad
You can never really delete anything from AdWords, oh sure the button is there, but there is another button that says let me see all deleted too. I have seen hundreds of accounts where people were just throwing away their money. Example: “A Home Builder using the broad match keyword (house) as a keyword. His ads were coming up for doll house, dog house, house paint, cave people, house of god, you name it, and his budget was getting clicked to death.
# 6 Using Only Broad Match
I like to use some broad match with new campaigns to find out what people are actually looking for. Then I set up with mostly phrase match and exact match, I like to use the broad modified search using the + symbol also. But if your not using mostly phrase and exact your probably wasting money.
It’s important to know that even when I initially use broad match to set up a campaign, I never use one word keywords. Plus I use negative keywords to reduce the possible risk of wasted ad spend.
After my initial research I move on to phrase match to discover more keywords I might want to target. Finally I settle on the best keywords and lock them into an exact match only campaign.
# 5 Not Sorting Keywords Into Specific Ad Group Campaigns
As mentioned earlier, you need keyword themes represented by specific ads and landing pages on your website. By using Google’s Ad Group Ideas tool you can get ideas on how best to separate your keywords into specific ad groups.
By categorizing ad groups, you can compare ROI and see which keyword groups are driving more revenue. With this level of intelligence you will be able to maximize you budget
# 4 Sending People To A Buy It Now Landing Page When The Keyword They Typed In Was Not Far Enough Down The Buying Cycle
Most people are looking for information when they search, once they know what they want they will usually search for it by model number, with the exact size or color. Informational keywords need to bring people to pages that create the desire to buy, before slamming them into a buy it or bounce choice. To many people are trying to close the sale to early.
The three reasons people search are Informational, Navigational, and Transactional.
Informational is self explanatory, they want information. Navigational searches are usually brand searches. One of the biggest navigational searches is Facebook. People looking for the Facebook Website. Transactional searches are done by people looking to make a purchase or hire a service.
Examples of some transactional searches include these keywords: Buy, coupon, sales, price, best price. Which clicks would you rather pay for? 1. “buy Nike air max 2011″, 2.”best price Nike air max 2011″ or 3.”Nike sneaker models”? If you said 1 & 2 your getting it. One searcher is looking for information, and the other two searchers know what they want and have their wallets out.
I’m not saying I wouldn’t bid for number 3, but I would not bid as much, and I would likely send them to a different landing page.
# 3 Failing To Set Geographical Location
If your in a service business like a roofing, or hairstyling, with a set service area, you do not want people from outside your service area clicking on your ads, wasting your money. There are however some people from out of state, and out of your area are looking for roofers and hairstylists in your area.
Here is what you do; set one campaign for local search, just targeting a radius that covers an extra 5 miles around your service zone, then set up a national campaign and only use keywords with town and state modifiers. Example: for a national national campaign (Massachusetts Roofers), for a local campaign you can bid on just (Roofers).
If you bid on the exact match keyword (roofer), and you don’t a specific geographical area, either a set of zip codes, or say a 30 mile radius around a specif town, you are wasting money, and guilty of the popular pay per click mistake #3.
# 2 Failure To Use Negative Keywords
People wast massive amounts of money by not using negative keywords, and it could have easily made #1 in this list of biggest pay per click blunders.
Unless you have used only exact match from day one, you have spent money on clicks for traffic which had no desire to land on your page. This is actually a normal part of discovering negative keywords. If you set up an account assuming you knew the best keywords, and left know budget for discovery, you would be miss out on tons of valuable traffic.
I took over a tourism PPC campaign for a state that wanted to increase tourism to a section of their state. I won’t say who I worked for, but the keywords they spent over half their budget on were: orange county, and Newport Beach. When I investigated their campaign, I found out people looking for Newport Beach, but Newport Beach from other states, and for orange county choppers, not orange county. There are actually many Newport Beaches in the United States. By adding using some exact match, and set the other states as negative keywords, and I was able to reduce money wasted in this account, and then spend the money saved on better keywords.
The budget was 35,000 a year, they were wasting $26,250 a year. I think I lost that gig for pointing out the horrific waste to the person who hired me, it turned out she set up the campaign, oops. Perhaps she was afraid I would tell her client? But I didn’t tell, even after she didn’t renew my contract. I did however look like a hero by lowering the bounce rate, raising time on site, and increasing travel bookings, while also improving traffic to local restaurants and area hotels.
#1 PPC Mistake: Failing To Monitor How Your Campaigns Are Doing, By Monitoring Your Conversion Rates And Tracking ROI
This has to be the number one boo boo because you don’t know how much money your wasting if you have no way to track results.
This is one of the most over-looked aspects of running an AdWord Campaign, mainly because it involves some programing knowledge (very little). Without the ability to monitor success, how will you know if your succeeding, or where you could improve.
Without the information needed to make good decisions, to cut out keywords that don’t convert, or increase your list of high ROI keywords, many will quit claiming Adwords doesn’t work, and that would be the greatest mistake.