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Common PPC Errors

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If you’re the owner of a website, you’ve probably contemplated using or maybe even started a pay-per-click campaign to generate targeted traffic.  Search engines and their PPC campaigns are great tools that should definitely be utilized if you have the funding to do so.  Even a little bit of money can go a long way if you know how to correctly adjust your PPC settings.  However, there are a few common mistakes that even advanced internet marketers make when it comes to setting up these accounts.  These oversights can lead to wasted money and, if you use Google AdWords, a lower quality rating and higher cost-per-click.

Understand What Each Match Type Means – It is paramount that one understands match types when running a PPC campaign.  Every keyword should be set to a specific match type depending on you want it to perform for you.  The three kinds of match types are broad, phrase, and exact.  A keyword with a broad match type setting will trigger your ads when your keyword is searched and also when any synonyms of the keyword are searched.  So, if your keyword happens to be “addiction”, your ad may also be triggered by the word “habit”.  If a keyword has a match type set to phrase, the corresponding ad will be triggered by the keyword as well as any phrase containing that keyword.  In this case, if your keywords are “lion pelt”, then your ad may also be triggered by “large lion pelt for sale”.  Keywords set to exact match type will only trigger an ad if those exact keywords and nothing else are searched.

Know What Negative Keywords Are – If any of your campaign’s keywords are set to broad or phrase match types, it is essential to have a set of negative keywords for those keywords.  Exact match types to not require negative keywords.  To provide an example of what exactly this type of keywords does, let’s say that a business sells blue trucks through their website.  Their key phrase is of course going to be “blue trucks”; however, they do not sell extended cab trucks.  So, their negative keywords are going to be “extended cab”.  To add to this, let’s also say that they only sell dark blue trucks; another negative keyword would be “light”.  Now when anyone searches for “extended cab blue trucks”, “light blue trucks”, or “extended cab light blue trucks”, their ad for those keywords will not be triggered.  Negative keywords are words that are inserted to cancel the triggering of an ad.

Do Split Testing on All Your Ads – Split testing can help immensely in improving your ads’ performance.  To do this, run two ads within the same ad group.  When it is clear which ad is performing better, delete the loser, copy the winner, and then change it slightly.  When it is clear which one is performing better out of these two, do the process again.  These steps will help to constantly improve your ads and perhaps perfect them.  For split testing to be possible there will need to be at least two ads within an ad group to compare to one another.

These mistakes are very common and at least one is present in a majority of running PPC campaigns.  Don’t let yours be one of them.  As previously stated, overlooking these few steps can result in lower quality scores, higher cost-per-click, and a much faster decline in funds.  If there is any option present within your PPC account that you don’t understand, it is important that you look it up and study it.  Overlooking options can be a costly mistake if they remain blank or unchanged when the ads become active.

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Distinguishing Search Engine Marketing from SEO

Over the years a debate has been fiercely raging between different individuals on the difference of search engine marketing and search engine optimization. Well, it is an issue that has always either gone unanswered or
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Components of Search Engine Marketing

Not most will attest to having the knowledge of the workings of search engine marketing techniques other than identifying with the positive outcome synonymous with them. Basically, there are four essential metrics which define the
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Increasing visibility using modern search engine marketing strategy

The issue of promoting one’s website is well taken care of by search engine marketing strategy. The incorporation of diversified, unique reliable tools in this strategy is the main ingredient of its success over all
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Does search engine marketing allow billing search advertising?

Ever since the inception of search engine marketing as a technique for web content selling, there have been major ethical issues clouding its acceptance.  One such issue is the billing search marketing which has been
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Coming to Terms with the New Technique of Search Engine Marketing

In recent technological days, the online social networks have grown by leaps and bounds only taking a breath where they are stopped on their tracks to be offered acclamations. As a matter of fact, this
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Zeroing on Search Engine Marketing Policies

One better way to increase search engine rankings is using the search engine marketing strategy or any other technique that hints on implementing this. It may be as very easy a perspective but without proper
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Search Engine Optimization vs Email marketing

Random debates have always sparked on whether search engine optimization involves email marketing but have always ended in confusions from both debating sides. To end this for once, maybe the similarities below will act as
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