Pay per click (PPC) can be an expensive marketing channel if it’s not done and managed properly. There are different types of settings and techniques that must be considered in relation to your business goals before your PPC is account is set to live.
Creating any PPC account should be done with proper research, a strategy should be created and the account must set up and be formulated in a highly targeted manner.
At Intelicle we want support and help small, medium and big businesses, internationally and locally. In this post we explore some PPC (pay per click) mistakes that can cost you a lot of money.
Your Settings can cause Pay Per Click Mistakes
The first action of call should be the account and campaign settings. These settings need to be done properly. As they include:
- If you only sell products in the UK, then you should only focus on this location. As you don’t want to pay for the traffic that comes from the US.
- Ad scheduling – Does your audience buy at 3 am in the morning? Schedule your ads only when you are sure about conversions or the objectives met.
- Start and end dates – If you have an offer that you plan to run for a month then only ensure the start and ends are correct.
Going Too Broad
Keywords and key phrases function on different match types, the default setting is commonly ‘broad’ if you change it. The broad match unlocks your budget to all the key phrases that are same or comprise the same keywords that you are bidding on. This can generate traffic that is not relevant to your business with high charges and no conversions.
Not Using Adverse Keywords
Data is vital to help optimisation. Negative key phrases help in filtering the quality of traffic from the bad traffic. For example, if you sell doll houses for children then you would not want to show “collectable dollhouses’. Hence, you would cut this traffic and the cost that comes with it, “collectable” should be added as a negative.
Not Inspecting Your Quality Score
Many people make a similar mistake, they keep on pushing their budget up and up till their position is at top. Nonetheless, the quality score would be a long-term strategy and far stronger to focus on. If you have a strong quality score there will be potential in your cpc, it will be lesser as you are possibly distributing quality to the client. Work on your UX and content to make sure that the consumer is getting the best experience. This will then assist quality score and a lesser maintainable cpc.
Non Relevant Keywords
Non-relevant keywords are mostly presumption add-ons to PPC (pay per click) campaigns. There must be a rational after the key phrases/ keywords added to the ad groups. The best method for accomplishing this is by making use of a keyword planner tool. Don’t think too much about the keywords as this can lead you in generating irrelevant traffic and high costs.
How Can Intelicle help ?
Intelicle is a well know SEO expert in Nottingham we can help you grow your business online organically and utilise via any PPC (pay per click) platform such as Google, Yahoo and Bing. If you want to get the most out of today’s online marketing competition just get in touch.