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How to Pin Point The 10 Most Common PPC Mistakes and how
to avoid them
1. If you are just starting out with Google AdWords and you find the
performance of your campaigns less than satisfying than all you need
might just be a little bit of patience.
Byron Walker did a very interesting case study where he compared the
performance of 2 nearly identical campaigns with the same landing
pages on 2 different accounts.
Here are the major differences between the 2 campaigns/accounts:
Campaign 1:
Established Google AdWords account – good history
Campaign already running for several months
Domain that hosts landing page is several months old and gets
consistent traffic
Campaign 2:
New Google AdWords account – no history yet
New campaign running only for a week or so Domain that
hosts landing page is new and didn’t get much traffic until now
Now, the difference in terms of performance and ROI between these 2
campaigns were more than surprising. For example, campaign 1
showed the following performance indicators:
Average CPC: $0.40
Average Position: 2.4
ROI: 97.10%
And for campaign 2:
Average CPC: $0.57
Average Position: 4.4
ROI: 7.5%
Well, we all know that account-, campaign- history plays a role in the
calculation of your quality score, which defines your ad position for a
specific max. bid price, but honestly, I didn’t expect such a huge
“indirect” influence on your campaign ROI of this parameter.
2.Step 2
The 10 Most Common PPC Mistakes And How To Avoid Them
Almost every day, new products are launched that promise to teach you
how to succeed with Google AdWords and other PPC search engines.
And it’s true, many of these products contain some very interesting tips
and strategies that allow you to improve the performance of your
campaigns.
However, as long as you don’t get the very basics right, all the great
tips, tricks and secrets won’t be of much help. Secret tips, bells and
whistles won’t allow you to turn a badly performing campaign into a
successful one. On the other hand, simply getting the basics and
fundamentals right will allow you to do so.
So, here are the top 10 PPC mistakes that might prevent you from being
profitable. Avoid them and your campaigns will thrive:
1. Too many (unrelated) keywords in your adgroups: Keep your
adgroups tightly focused and very specific. If you are not sure about a
certain keyword, create a new adgroup.
2. No- or not enough negative keywords: Your negative keyword list is
as important as your actual keyword list. Check your web-logs and
reports on a regular basis and keep your negative keyword list growing.
A large negative keyword list allows you to rule out most irrelevant
searches and improve your conversion rate.
3. Lack of testing: You can’t succeed in this game without constant and
continuous testing. Be sure to always have at least 2 split tested ads
per adgroup and rotate them evenly. Test various elements on your
landing pages. Test your sales page. Test, test, test…
4. Not having enough keywords: It’s not sufficient to have 10, 20 or 30
keywords in your campaign. You should at least have a few hundred
keywords per campaign. Use keyword search tools, be creative, get
into your customers mind, check other websites… to come up with a
big enough keyword list.
5. Using mostly generic keywords and keywords everyone else is
using: Avoid generic keywords, they are usually expensive and they
don’t convert very well. Mix in some long-tail keywords and some very
specific “buyer” keywords. Also, be creative and come up with some
new terms, no one (or almost no one) else is using. If you only rely on
the Google Keyword search tool, you will be bidding on the keywords
most of your competitors are using as well.
6. Irrelevant ads: Your ads need to be closely related to the adgroup
and the keyword(s) they belong to. Ideally you should use the keyword
in your ad headline. And that’s another rea
3. Step 3
A Few Simple Steps To Improve Your Google Quality Score
To get more traffic (clicks) from Google for less money, you have to
make sure that your website and AdWords campaign follows certain
rules. Now, your quality score (and as a consequence the profit
potential of your campaign) depends on how well you follow these
rules.
Unfortunately, only Google knows the exact rules that are used to
calculate the QS. However, the simple steps listed below should allow
you to get a sufficiently high QS:
* Put a privacy policy on your website
* Add some valuable content to your site - 5 to 10 short articles
containing 300 - 500 words should be enough.
* Create some back-links to your site: For example, submit your articles
(or at least a few of them) to various article directories.
* Add a “Contact” page to your site.
* Add an “About Us” page to your site.
* Add a “Resources” page to your site with links to valuable and
relevant sites. Consider sites with a high Google Page Rank as well as .
edu and .org sites.
* Add a sitemap to your site.
* Make sure your site is clean, has a professional look and feel and
doesn’t contain any “under construction”- or similar pages.
* Make sure your ads are relevant. A good practice is to use the
keyword you are bidding on in the headline of your ad.
* Make sure your landing page is relevant. Don’t try to sell guitar
lessons on your landing page when your ad is talking about an easy
way to learn piano.
Tweaking Your PPC Campaigns For Maximum Profits
If you are having difficulties to make your PPC campaign profitable or if
your profits keep on declining it might be time for a rigorous campaign
checkup.
Here are a few points you might want to verify on a regular basis:
* How well do your keywords perform? Ok, there are actually 2 levels of
performance: Conversion rate and click-through rate. If both of them
are bad, simply delete the corresponding keywords. If CTR is bad, but
conversion is good, keep the keyword.
* If a keyword is far from being profitable – for example, if your click cost
per sale is about 1.5 – 2 times the profit you make per sale – delete is as
well. On the other hand, if a keyword is just slightly unprofitable, try first
to optimize your campaign (ads and landing pages) before deleting the
keyword.
* How tightly focused are your adgroups? Make sure that all keywords
in your adgroup (if you are using adgroups with multiple keywords)
build a tightly focused th
Tips & Warnings
*
If you are using Google Analytics, you should check out the Firefox
Plugin at Analytics Talk. The plugin allows you to easily add notes to
GA which allow you to better analyze your business data. Notes are
shown at the top of every report. Also, no data is stored on your own
machine, everything is hosted on Google’s servers and that’s also
where all the data processing happens.
*
Do not use Google Adwords before learning it because it can make you
or brake you.
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