Today, we are deviating from our usual PPC management tips and we are borrowing knowledge from PPC Hero on how to fail in PPC.
Yes, fail.
Knowing what you can do wrong can help you and your PPC management team avoid these mistakes.
PPC, despite being more “exact” than other forms of Internet marketing (notably social media), is not always predictable. Here are four common PPC management mistakes and misconceptions to avoid.
1. Lose perspective. This easily happens especially if you or your PPC management expert is handling and switching between two accounts. The advice here really is to be conscious and to keep track of your bids. In PPC management, even the smallest error can be costly.
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2. Over-optimize. Too much of anything is bad for you, even optimization. Sometimes, an anomaly in our accounts can cause us to overdo the whole process. This is a familiar scenario. You miss out on your goal and you start to pull all the levers in your PPC account. Bids, ads, keywords—you want to change everything until you get the results that you want to see. This may seem good at first but it usually is too much. Instead of band aid PPC management solutions, sit down, analyze and come up with two to three major changes.
3 3. Look at too small a window. By window, we are referring to time frames. If you or your PPC management team always focus on what happened yesterday or what is happening today or moving up the results tomorrow, then you are most likely in for a vicious cycle. Save yourself from the stress of it all. Focus on longer-term goals and longer term timelines. Everyday does not have to be a perfect day for PPC management. Sometimes, you need to sacrifice the results today for a more stable and better structure, strategy and results in the long run.
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4 4. Set the wrong goals. CPA and CPL are the top PPC metrics but they are not always the best. You can have a great CPA but you can also be driving the wrong kind of sales. Or you can have a great CPL but none of the leads translate to sales. So what are the right goals? Well, it’s up to you and your PPC management expert to find out. It could revolve around ROAS, value per visit or even cost per sale. Sometimes, a little gut feel is needed to navigate the world of PPC.
