Common PPC mistakes

break down your keywords into small groups
By keeping your keyword groups small, it is easier to track which keywords are working well for you and which aren’t. As long as you keep an eye on the numbers (CPC, conversion, etc) you can see which keywords are bringing in a profit for you and which are just costing you money.

use long tail keywords
Using mostly top keywords for your ad campaigns will just put you up against more competition and your ads are less likely to yield results. By using a larger amount of long tail keywords, you are more likely to attract users that find your ad because they are specifically searching for something you offer, therefore you are also more likely to make a conversion.

write attention-grabbing ads
This one might seem a bit obvious, but you don’t get much space in your advert, typically 125 characters or less, so you need to fill it with eye catching words. Using your main keyword in the title and main text of your ad will draw the user’s attention and make them realise your ad is specifically what they are looking for. Adding a ‘call to action’ like “Buy Now!” or “Act Today!” at the end of your advertisement will subconsciously instill a sense of urgency and get them to respond faster.

analyse your ad clicks
If your results show you are getting lots of clicks on non-targeted keywords, consider reducing the Maximum CPC in order to improve your ROI. Similarly, you can also raise bids for targeted keywords that are performing well to get the most out of them.

improve ad delivery
If your ad does not show up every time when searches are performed under your keyword, it may be a sign that your daily budget is not high enough. The frequency of your ad display is controlled by the daily budget. If you would like your ad to be shown more frequently, you should consider increasing your daily budget in order to receive a maximum exposure for your advert. Because your actual spending is based on your CTR, by setting the daily budget higher, this will allow your ad to get more exposure, whilst your actual spending may still be in your desired daily budget range.

use specialised landing pages
The person that searches for your website’s product/service will want to be taken straight to the relevant page of your site. If your ad suggests it is about a specific product, and it clicks through to your home page, most likely the user will not want to look around for what it is they want. By making your landing page specific to your advert you will therefore increase your chance that the visitor will take the action that you want him/her to do.