When running a successful PPC campaign, there are a few key things to avoid if you want to stay on the right track. Here are the three deadly sins of PPC that can easily kill your chances of success:
Sin #1: Not Utilizing All Match Types
The average person utilizes only about 25% of PPC match types in their account. This leaves a lot of potential traffic on the table! Not to mention, missed opportunities to improve your Quality Score, which can save you money in the long run.
All match types are essential to get the most out of your PPC campaigns. Here’s a quick rundown of each match type and how you can use them to your advantage:
Broad Match: Broad match is the default setting for most keywords and allows your ad to show for any search that includes your keyword, even if the searcher doesn’t use your exact keyword phrase.
Modified Broad Match: With a modified broad match, you add a “+” sign in front of one or more words in your keyword phrase.
Sin #2: Bidding On Irrelevant Keywords
PPC professionals know that one of the cardinal sins in PPC is bidding on irrelevant keywords. This can happen for a number of reasons, including poor keyword research or simply not keeping up with changing search trends. Not only is it a waste of money to bid on keywords that aren’t relevant to your product or service, but it can also harm your quality score, which will cost you even more money in the long run.
To avoid this costly mistake, make sure to do your research before adding any new keywords to your campaign. And if you’re not sure whether a keyword is relevant, don’t be afraid to test it out with a small ad spend before adding it to your main campaign. By following these simple steps, you can save yourself a lot of money and ensure that your PPC campaigns are as effective as possible.
Sin #3: Not Adjusting Bids by Device & Day Part
As digital marketing continues to grow and evolve, so too must the way we manage our PPC campaigns. One area that has seen a lot of change in recent years is bid management by device and day part.
In the past, most PPC campaigns were managed without taking into account the different ways people use devices throughout the day. However, as mobile usage has increased, it’s become clear that people use their phones differently than they use their desktop computers.
What does this mean for PPC managers? It means we need to start adjusting our bids based on both device and time of day.
For example, someone who is searching for a product on their smartphone late at night is probably going to be more interested in making a purchase than someone who is doing the same search during the daytime on their desktop computer.
Conclusion
The 3 deadly sins of PPC are not utilizing all match types, bidding on irrelevant keywords, and not adjusting bids by device & day part. By avoiding these pitfalls, you can set yourself up for success with your PPC campaigns. Remember to be patient, stay within your budget, and continually educate yourself on best practices to ensure the best results for your business.
