Setting up a pay per click or PPC management campaign requires a smart strategy in managing your funds and keywords. If you have no idea on how to do this, then you may just be committing the 7 deadly sins of PPC management.
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| Is your campaign headed for the grave? |
Unfortunately, these sins are enough to break your whole campaign and you’ll be forced to accept the failure of your management skills – at least, when it comes to your pay per click campaign.
Here are the 7 deadly sins of managing pay per click:
1. Website is not ready or it has broken pages
Setting up a pay per click campaign for a website that is not ready is like firing an empty shotgun. There’s nothing there yet for people to see so even if they click on your ad, it won’t really attract anyone to buy anything. No one can shop on an empty page, right? Before you can set up a campaign for your website, make sure the site is 100% ready with no broken pages.
2. The lack of use of important tools
Pay per click advertising doesn’t work on its own. In fact, you’ll have to make use of other Google tools such as Google AdWords and Google Analytics to ensure that you have the right keywords for your campaign.
3. Lack of evaluation and regular tests
The success of a pay per click management relies on its regular monitoring. Without regular evaluation of your campaign, you don’t know when to change your strategy or when you need to redirect your campaign. This may even result to your marketing budget going dry.
4. Lack of USPs or Unique Selling Proposition
The unique selling proposition or USP is the sentence or paragraph that aims to get the interest of your target market. It should answer the questions:
Why should I listen to you?
Why should I believe you and do what you say?
Why should I act now?
5. Using a methodology that hasn’t been tested
Continuous use of a PPC strategy that hasn’t been tested may prove to be risky for your campaign. Everything involved in PPC should be tested, including the targeted keywords, landing pages and your ad copy. Create a testing plan and although you’ll always have to redirect your plan, it’s always safe to have one you can keep referring to in the end.
6. Poor campaign structure
An expert manager of pay per click campaigns should know that grouping keywords and ads into a single campaign is risky because they won’t be able to target their market with ads. Instead, related keywords should be grouped together, along with effective ads. Adding the same keywords to multiple campaigns should also be avoided because it will result in your ads competing against each other, possibly even preventing either ad to appear in results.
7. Lack of negative keywords
A good campaign will make use of negative keywords to prevent ads from appearing during irrelevant searches. However, adding negative keywords should also be done with caution, otherwise, you might end up unintentionally blocking traffic from your site.
Are you committing any of the 7 deadly sins of PPC management? If you are, then it might be wise to re-strategize or redirect your campaign to meet the criteria of a successful pay per click campaign.
