As a highly trusted Atlanta SEO and marketing firm, one aspect of our business is managing clients’ PPC campaigns. Unless you’re highly versed in pay-per-click, it can be extremely complex and confusing – not to mention costly! Below we’ll talk about 3 of the top PPC mistakes companies often make so you can avoid them.
Keyword mistakes. It’s important to add negative keywords when setting up your campaigns, but be sure you don’t make the mistake of adding them as positive keywords! Your ad budget will be gone in a snap. Also, avoid relying solely on ads based on “broad match.” While using broad match keywords in your PPC ads may bring in the most traffic, how relevant is that traffic? If you’re an attorney who focuses solely on family law such as divorce or child custody, you don’t want your ads showing up when someone searches for a DUI attorney.
Sending PPC traffic to your home page. Unless your home page takes the visitor to the closest possible step in taking the action you want him or her to take, avoid linking your ad to it. Think about it; if you sell desktop scanners with advanced GI microprocessors and that’s what people are searching for, why wouldn’t you send them to the actual product page? By linking to your home page, you’re creating more steps for your visitor to get to what they actually want – and you could lose them in the process.
Bidding too high before identifying profitable keywords. It’s understandable that you want to get those highly coveted top positions with your ad, but not before identifying your most profitable keywords! If you fail to use keywords which are the most profitable, it means low – or no – conversions. A costly mistake! Start out using a variety of targeted keywords at a lower bid; once you see which are converting well, toss out the keywords that only bring clicks and bid higher on those that prove to be the most profitable.
There are plenty of Atlanta PPC management companies out there, but make sure the company you choose has a thorough understanding of how it all works. Even the smallest mistake can end up costing you a fortune!
At EBB Web Design our Atlanta SEO firm is made up of a team of highly skilled and qualified professionals who specialize in all aspects of effective online marketing. Contact us today for outstanding results with your next pay-per-click campaign!Google+