Another WebProNews article – this time the topic is mistakes that beginners make. Are you making any of these mistakes?
- Use too many keywords in one ad group
- Don’t opt out of the content network
- Use only broad match keywords
- Fail to use negative keywrods
- Not split testing their ads
I also like the discussion that Christine Parfitt goes into concerning no real idea what their goal is. It’s very important, before you begin your PPC campaign, that you understand the entire search process. What does the customer think before searching for information? Why does she search for that particular information using the keyword or phrase that she is using? Make sense of the process. When you can do that then you’ll be a lot more successful at running a PPC campaign. If you don’t understand the search process from the customer’s point of view then you shouldn’t be running PPC campaigns.
May I congratulate you on your Blog? It’s so refreshing coming across a blog on so important a topic and finding content-rich and on-topic material. I’m about to build my own blog (I know, should have done it before) and will be glad to emulate your style and level of generosity for sharing helpful information.
As for your bullet points of mistakes make by beginners to Pay Per Click Advertising, how right you are. Forums are full to bursting point with wails from newbies who have had their pockets emptied because they had not tackled this medium with a little bit of essential background information.
I would also add the following mistakes to your list:
1) Don’t set daily budgets that they can afford
2) Don’t do adequate keyword research
3) Don’t make their ads relevant to their site content
4) Don’t use the sceduling feature
5) Spread their ads too thinly across the full geographical base
6) Don’t make use of the FREE Google resources given on each and every page of the Ad Campaign and Ad Group settings pages.
Thanks James. You are absolutely right. Beginners make all of those mistakes. Thanks for sharing.