Top PPC Advertising Mistakes to Avoid

( — January 15, 2018) — Generally, there are two kinds of mistakes that one could make with a pay-per-click advertising strategy: Those that come about as a result of human or even technological error, and those that happen because of the application of supposed best practices that have become obsolete.

When one considers the fact that the world of PPC is rapidly changing in increasingly advanced ways, it would be clear how many things that were once considered to be gospel have become ineffective and even capable of harming an ad campaign in some instances.

1. Using Automated Rules Incorrectly – The introduction of automated rules meant that it became much easier for you to set up things like ad targeting without having to constantly make adjustments on your ad platform’s dashboard.

With that ease though, came the tendency that you might make a mistake or two that could have serious consequences on your campaign. For instance, not taking the time zones of your different markets into consideration when setting a range of sale ads to go live might have them displaying at the wrong time in some of your target markets.

The solution to this is simple: Make sure to go over the “create rule” screen thoroughly, get someone to cross-check or even get a professional like Falcon Digital Marketing PPC Management to handle the technical aspects for you and make sure everything is in order.

2. Not Using Audience Targeting Features Properly – When applying customer match lists or RSLA, be sure you’ve properly evaluated which option is best for what you’re trying to achieve.

Your remarketing lists are crucial to your advertisement efforts because they represent the people who are most likely to be interested in what you’re offering, but to be effective, you must understand the intricacies of effectively directing your ads to them.

When you select “target and bid”, only those users who are within your remarketing lists will be shown the ads in that ad group. This option is ideal when the keywords you’re bidding for would ordinarily be too expensive and you want to limit the exposure to a narrower audience, or when you want specific messaging to be seen by previous visitors.

On the other hand, “bid only” should be used when your intention is to adjust the prices you’re bidding for previous visitors after you’ve evaluated the performance of your ads for specific keywords.

Selecting the second setting as default could result in drastic reductions in your conversions and revenue for important keywords, or an increase in spending that you did not anticipate.

3. Applying Audience Exclusions Wrongly – When you have a comprehensive remarketing plan in place, it is completely normal that there will be some overlap between different lists. For instance, visitors from the last 3 days will also appear in the list of visitors for the past week.

When you do not exclude the more recent lists, you end up targeting particular users under different ad groups, thus making your data ineffective and even making you pay more for users than you’d ordinarily have to.

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