Common Mistakes When You Do Your Own PPC

27 July 2016

Common Mistakes When You Do Your Own PPC

As pay-per-click channels make themselves more user-friendly and slightly less ‘techy’, many businesses and marketers have started to run their own campaigns without the help of outside specialists. To a degree, this can be successful, but there is so much new information and so many new features all the time that it’s easy to lose track and fail to maximise your success.

So, we wanted to give you some pointers about problems that in-house PPC managers often face so that you can try to avoid them!

1. No ongoing learning

There is new functionality all the time in PPC advertising, especially if you are managing your ads on several different platforms. Keeping on top of all the new innovation, all the time, might be unrealistic, but don’t let yourself be left behind when new features are introduced.

Professional training can be useful, but reading top industry blogs is also incredibly valuable to gain access to the most up-to-date info.

2. Bidding too low

Of course you don’t want to pay too much for your clicks, but bidding too low could mean that your ads aren’t displayed or that they are shown in poor positions.

Experiment with different bid amounts and don’t be afraid to up your bid to see how it impacts your results.

3. Failing to optimise on the go

PPC ads need to be monitored and optimised on an ongoing basis if you are to minimise costs and maximise conversions and sales. Combine with Google Analytics so that you fully understand what your ad traffic is doing on your website, and optimise and update your ad account regularly.

4. Poor organisation of your account

When using Google AdWords, you group similar ads together in Ad Groups, which makes them easier and more streamlined to manage. However, it’s not unusual for people who are new to PPC to group too many ads together when they are not very closely related.

Getting this right helps you to organise your ads and lets you target your advertising more effectively. This can increase relevance.

5. Forgetting about negative keywords

If you’re a plumber in Ipswich, the last thing you want to pay for is ad clicks by people looking for plumbers in Aberdeen, Bangor and Canterbury. Similarly, you don’t want clicks from local businesses looking for industrial plumbers if you strictly do domestic work.

To manage this, you need to create and update a list of negative keywords so that ad networks know when they shouldn’t use your ad, even if your other keywords are relevant.

6. Not optimising your target website

You can work endlessly on your PPC ads but if the website they lead to isn’t good enough, your clicks won’t be worth the money you spend on them.

Create multiple landing pages, so that ads lead to relevant, targeted content, and make them as good as they can be.