The 6 most common PPC errors we see in new accounts
If adwords isn't giving you the Return on Investment you need, there could be issues with your account. Here are the six most common errors we see when reviewing PPC campaigns.
At toinfinity, digital marketing and PPC agency, we have collected our top PPC tips from many years of experience, for you to learn how to manage your PPC campaigns more efficiently and effectively. Test out our tips and so you too can see the positive progress you can make with Adwords through better management.
1. Broad matching all your keywords
A really common error we see on accounts, is when up to 100% of keywords are broad match (explained below).
Both Google Adwords and Bing Adcenter have the options to broad match, exact match and phrase match keywords (there are more complex variations too, but let’s stick to the basics for now).
So what is the difference between each match type? Consider the phrase "unusual birthday presents":
Broad match keywords:
Considers any of these keywords in any order and also similes, so searches such as “presents for dogs”, “luxury golf presents” which may be completely irrelevant to products you sell could trigger your ads. This will burn through your budget very quickly, and it’s likely your impressions will be high but click through rates low, which can contribute to pushing up your cost per click. You can use negative keywords (words that you don’t want your advert to show for such as “free) or you could use a better keyword match method such as:
Phrase match keywords (keywords appear within speech marks i.e. “keyword”)
Considers all the keywords in the phrase in that order, but will trigger ads if keywords appear at the beginning or end of the phrase e.g. “unusual birthday presents for dogs” and “luxurious and unusual birthday presents”
Exact match keywords (keywords appear within square brackets i.e. [keyword])
Does what it says on the tin – only searches exactly matching your keywords will trigger ads. These keywords are usually lower volume, but tend to have a higher conversion rate if the right terms are used.
2. Heavily brand messaging all your ads:
It’s great to have a company tone of voice, but it doesn’t necessarily work well for PPC. Paid search marketing is geared towards driving new customers to your site, who do not know the brand (and are not interested in your brand tone of voice). They want to know if you offer what they’re looking for and if you can solve their problems.
3. Not Trying Remarketing Adwords Tool:
Done right, remarketing is a great way to re-engage with people that have already visited your site but did not generate a lead/sale on that initial visit. Remarketing allows you to target previous visitors based on a number of factors including behaviour onsite such as which pages they visited, whether they met certain goals, dropped out at certain places, how engaged they were and keywords they are still searching on.
4. Going too broad with campaign structuring:
A well structured, Adwords account can make management of the campaigns so much easier. A good place to start is to look at your website navigation. Do not be concerned about having a high number of campaigns – ideally, you want a higher volume of closely related ad groups with niches of keywords. E.g. you could have a brand called Widgets, within this campaign, you may have generic, women’s, men’s, kids widget ad groups. This would allow you to closely manage all related elements of the campaign quickly and easily within a very targeted budget.
5. Switching off campaigns out of office hours or overnight:
Just because your office isn’t open, or you see low conversions in the middle of the night, doesn’t mean that people aren’t searching for you products/ services. That big order may be being researched outside normal hours, and if you are not appearing, you are less likely to be making that sale later.
Segment your PPC campaign performance by day of week and hour of day. Look at click through rates, ad position, cost, and conversion rate. Setup an ad schedule that covers 24 hours but adjust your bids up and down according to performance within that time period.
6. Not optimising your campaigns for mobile:
Often we see Adwords accounts where mobile has bids reduced and there are no mobile ads because the client reports that mobile doesn’t work, the ROI is poor and conversions are too expensive. In the UK, we are the biggest multi-device users in the world, frequently using up to 3 devices as part of the research process before making a sale. Very recent research by FanFinders performance marketing insight company shows that 68% of UK Mums will use a smart phone for initial research (this is even higher in the millennial group – 87%)
Now you know where PPC campaigns can go wrong, you should now have a good idea on how fix some of your issues and make the most of your Adwords budget. If you still have questions on PPC campaigns and need expert help managing your paid search campaign, we can help! Contact us at 01793 238697 or email email@example.com