PPC has become an integral part in any internet marketing campaign. So it has also become integral to learn its ins and outs. However, everyone makes mistakes every now and then. This article will talk about 3 of the biggest mistakes in PPC so you can avoid them for your own PPC campaign before they even happen.
- Budget Mistakes
Using Manager Defined Spend (MDS), you can decide how much you are willing to spend for your PPC campaign. However, some people still commit errors when it comes to budget. There might be mistakes in the communication of the owner and the manager which may create typos and wrong budgets. A single addition of one zero can make a proposed budget of $1000 into $10000. Managers may also forget to add a new budget to their MDS at the start of a new month. Though these should be obvious concerns, some people still cannot avoid them.How to avoid: To avoid budget mistakes, have someone capable double-check your inputs. To avoid forgetting to add a new budget in your MDS, put up a reminder in your calendar on the last Friday of each month.
- Bidding Mistakes
One of the most disastrous mistakes one can make is with the keyword bids. The most common cause of this mistake is simply typographical. It is easy to type in $10 when you actually wanted to type in $0.10. This leads to huge amounts of unwanted expenses.There may also be a case in which you type in $0.25 instead of $25 for a set of competitive keywords. This, on the other hand, might cause your bids to not generate any profit for you. Even the professionals have had their fair share of this mistake.How to avoid: Since the common cause of this error is typos, it won’t be easy to completely avoid this. Again, you can have someone double-check your bids, or you can use an offline editor like Adwords Editor or Bing Ads Editor to check your work before the changes you created are made live. Make sure that you observe your PPC campaign the very next day so that you can check for any anomalies and fix it before the effects become too disastrous.
- Network Targeting Mistakes
Google AdWords has default settings that are usually counterproductive if you are aiming for an efficient and cost-effective campaign (which everyone usually is). Some of Google’s default settings are “All Countries and Languages” and “All Networks”. These override PPC best practices like geo-targeting and separating search and content (display). These mistakes are usually made by PPC novices.How to avoid: These are rookie mistakes so make sure that the personnel you hire are trained and fully knowledgeable in the best practices of PPC. You can also check on their work by utilising an offline editor that makes it easy to double-check all settings before they are made live. Check again or have a report sent to you after one day. If you find traffic from the wrong places, you’ll know where to look for mistakes in the settings.
Everyone makes mistakes. Even the PPC professionals also make mistakes once in a while. Just try your best to avoid them. And double-check your settings whenever possible. After reading this article, you should already know where to look.