#1) Grouping Search and Display Together
Google Adwords offers two different targeting options: the Search network, and the Display network (formerly known as the Content network). When performing PPC marketing, it’s recommended that you split Search and Display into their own separate campaigns, as this will allow you to adjust your bids accordingly.
The Search network consists of Google.com, Google News, and a handful of properties closely affiliated with Google. The Content network, on the other hand, consists of millions of third-party websites and affiliates. You’ll typically find the Search network to deliver higher quality clicks, which is why you should bid higher for this traffic.
#2) Getting Into ‘Bidding Wars’ For 1st Ad Position
Don’t allow yourself to get suckered into bidding wars with other advertisers. It’s not uncommon for two or more advertisers to continue raising their max bids in an attempt to achieve a top ad rank. Nine out of ten times this results in inflated bid prices in which neither advertiser generates a profit. A smarter approach is to focus on more meaningful metrics like ROI and CPC. There’s no rule — written or otherwise — stating that PPC advertisers must achieve a 1st place ad rank to remain profitable. On the contrary, the lower positions often yield a higher return on investment (ROI) since the cost per click is lower.
#3) Not Tracking Converting Keywords
Running a PPC campaign without proper keyword tracking software is a sure-fire recipe for failure. Whether you’re goal is to generate sales, email signups or leads, you need a system in place to track your converting keywords. Using this information, you can raise the bids for your top-converting keywords and lower the bids for the rest.
#4) Not Using Negative Keywords
All of the major PPC networks, including Google Adwords and Bing Ads, allow advertisers to include negative keywords. You should take advantage of this feature by adding keywords that you DON’T want your ad associated with. If you sell anti-virus software, for instance, it’s probably a good idea to include the negative keyword “free.” Doing so will prevent your ad from displaying when a user searches for keywords like “free anti-virus software,” “free virus protection,” or any other keywords containing the word “free.”
#5) Not Split Testing
A good rule of thumb to follow when marketing a product or service through PPC is to split test a minimum of two ads at any given time. Pay close attention to the ad’s click-through rate (CTR), as well as its conversion rate. CTR plays a critical role in bid prices, meaning ads that receive more clicks tend to cost less.
