With just a few hundreds of bucks per month, businesses can have a lucrative PPC campaign up and running.
It’s easy to be lured by the success that PPC can bring, but there are pitfalls that you should avoid, pitfalls that could cost your business thousands of dollars.
1. Not using keywords
Successfully using highly targeted keywords is perhaps one of the major cornerstones of Internet marketing. A successful performance advertising campaign strategically uses keywords to laser target the type of audience and ad is being optimized for. For example, if your business is all about “baby’s clothing”, do some research and find out what are the associated keywords for this niche. To ensure that your ad gets found by the right people, use the right keyword in your ad’s headline and ad body.
2. Using broad match keywords
Broad match keywords are hit-and-miss. As the term suggests, broad match is a shotgun approach to covering the short tail segment of the keywords you are trying to optimize your performance advertising campaign for. For best results and to find the best long-tail set of keywords for your business, when researching for keywords, say via Google Keyword Tool, always use the “Exact” match.
3. Relying solely on one performance ad network
Yes, Google is as ubiquitous as the air we breathe, but other performance ad networks have come a long way since 10 years ago when Google Adwords became king of the hill. Maximize your advertising dollar. Perhaps it’s time to try other performance advertising networks and see which among these advertising network could return the best value for your advertising dollar.
