Pay-per-click is one component of DAS Group's holistic approach to search engine marketing. This digital advertising strategy enables a company's ad to appear in a search results page or on a website. When the ad is clicked, the company is required to pay the host website or service. The nature of Google AdWords and other pay per click services constantly grows and changes, requiring time and expertise from the online marketer. Problems often arise and budgets become compromised when businesses attempt to manage their own pay per click ad campaigns.
Below, we break down five common mistakes we see when we audit clients' self-managed PPC campaigns.
- No use of negative keywords: Essentially, negative keywords are words that you do not want to lead to your ad. If you are using Google AdWords, you can visit the search query report to view all of the words and phrases Google users have entered to "trigger" your ads. You will notice that some will be "accidental" queries that most likely will not result in a conversion, and will instead burden you with an unnecessary cost. You can add these words as "negative keywords" to ensure that your ad budget goes toward driving relevant traffic.
- Display network turned on: When you begin using AdWords, your ads will appear in search engine results pages relevant to your key words (referred to as the "search network") as well as AdSense-equipped webpages relevant to your key words (referred to as the "display network"). Since potential customers using your keywords are more likely to be looking for your product or service in search engine results, a conversion is more likely to happen within the "search network." Therefore, it is best to disable the display network, at least initially.
- No ad testing: Instead of creating only one advertisement for each campaign, create at least three or four. This way, you can test these ads against one another, compare performance and choose the most well-received ads for your campaign.
- Not tracking campaigns: It is quite common to see no conversion tracking installed in a client's AdWords account. Conversion tracking identifies which key words and ads are leading to conversions; with this crucial tracking component missing, money and valuable customer insight are lost in droves. Furthermore, Google Analytics and AdWords should be linked together in order to obtain even more performance information.
Along with monitoring online conversion rates, businesses should use keyword level call tracking and analyze call outcomes in order to determine which keywords drive the highest quality new business calls that lead to conversions. Pools of unique numbers can be dynamically inserted on pages to provide invaluable insight into the keywords within specific campaigns that are ultimately driving the best results for the business.
- Not scheduling ad campaigns properly: Some aspects of ad scheduling are quite simple: if including a phone number, for example, be sure to enable ads only during business hours, so someone can be around to take customer calls.
Carefully tracking campaigns allows you to optimize your ad campaign scheduling even further. Through tracking, you will gather important information about your target audience, including daily, weekly and seasonal peak shopping times. Proper ad scheduling maximizes the effectiveness of ad campaigns while helping you to avoid needless spending.
If you would like to ensure every one of your ad campaigns is timed, monitored and optimized for successful conversion, contact DAS Group today.