The Do’s and Don’ts of PPC

It’s always better to find someone worthwhile to run your PPC campaigns. After-all, PPC  isn’t as simple as setting up your target audience, applying some budget and letting the platform do the rest (despite what some people may think).

However if you are thinking of taking on the challenge, here are some do’s and don’ts to see you through.

Do keyword research

One of the most important steps in creating a PPC campaign is conducting keyword research. Make sure you’re targeting keywords that will bring users to your ad. You need to be specific, be efficient in the money you are spending on your ads. Target keywords specifically so you aren’t wasting money on someone who might not want to buy.

Do read all about it

It definitely is worth your time to read up all about PPC, what it’s about, the how to’s and the know why’s. Do your research and become the master of knowledge of all things PPC. No one will be able to pull the wool over your eyes.

Do relate to your target audience

Relate to your audience, put yourself in their shoes for a moment…
What do you think they would search for and what would what entice them to click?

Do optimise

Investing time optimising your campaign is very important. Accept the fact that things maybe slow moving for a while. You will need to tweak parts of your campaign and address the areas that do well and, not so much! There are different ways to optimise your campaign, from adding and removing targeted keywords, geo-targeting and even editing copy on under performing ads.

Do edit match types

There are three different match types when it comes to keywords: Broad, Phrase and Exact Match. There are some major disadvantages using Pure Broad match so we recommend staying clear. But there are advantages to using BMM, Phrase and Exact.

Using phrase match means your ad would be eligible to show if the keyword you’re targeting was typed in plus any other words at the beginning or the end of the keyword.
By using exact match, your ad will only show if someone typed the exact keyword, letter for letter.

Don’t use pure broad match

As tempting as it may be, don’t use pure broad match on all your keywords or at all even. Yeah it maybe easy and you want to get a lot of traffic, but a lot of that traffic will be irrelevant traffic and you will have wasted a lot of money on clicks from people who are looking for something else.

Don’t over optimise

Although it is crucial to optimise your campaigns reguaryl, don’t make the mistake of over optimising it! Ensure you leave enough time to understand any new tests you have put into place. Afterall, if you make significant changes daily, how are you going to know the true impact.

Ensure you can get enough data on changes you make to see if it was an effective adjustment or not.

Don’t rely on short tail keywords

Using short tail keywords are a necessity but should not be relied in a PPC campaign as they often don’t qualify the searchers intent. Be more specific with keywords that are more relevant to what you are trying to sell. Also, by using long tail keywords, the money that you are spending will at least bring more qualified traffic to your site.

Don’t make your advertisement misleading

Don’t make the mistake of misleading consumers in your PPC advertising. That’s not the way to go. Misleading advertisements will increase your bounce rate, damage your company’s credibility and your sales! Now we don’t want that do we? Instead, make a list of your USPs and utilise them in your ads, creating a more engaging advertisement.

Sometimes running successful PPC campaigns can seem a bit tedious but why not look at it in a different perspective? Spice it up a bit and see how you can improve your techniques and run better campaigns. Be the best, now you know what (and what not) to do.

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