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2 Biggest Mistakes Of A PPC Campaign That Can Crash Your SEM Strategy

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downloadPay Per Click Advertising, “PPC” as it is commonly known, is an efficient, powerful and contemporary way of driving traffic to your website or blog. There are several ways to build an effective PPC Campaign by making use of programs such as AdWords and Facebook Ads. Online Marketing is different from the conventional offline marketing with huge marketing budgets spent on a large, scale and sometimes irrelevant audience. The new age online marketing is more effective in terms of target audience, marketing spends and measurable conversion rate.  In PPC, the marketer pays for the number of visitors who clicked on the targeted ads resulting in traffic. Marketers can also choose the locations of their ads whether within content blocks or in the search engine results. Marketers can also bid more for the most popular and targeted keywords in an auction style format to receive more visibility.

Even though PPC style of advertising looks simple and efficient there are several roadblocks while managing a PPC campaign. Are you one of those digital strategists who have seen their well-crafted SEM strategy crash due to simple avoidable mistakes? Has your CTR spiralled downwards? Has your Client cancelled your contract? Fear not dear reader; try avoiding the following mistakes to generate a stellar PPC campaign.

1. Don’t rely on “broad match” Keywordsimages

In Google Adwords the default setting is “broad match” for all the keywords that you add in the account, avoid using this setting. The broad match setting will help your ad to appear not only for the specified keyword phrase but also for similarly worded ads or phrases. It will definitely give you a wider exposure and visibility but also lead to irrelevant queries which can increase your spending and erode your budget.

For example do not choose something as broad as “Powder” because your ad could be shown to anyone who searches for “Face Talcum Powder” , “Milk Powder”, “Powder coating” ,  “Powdertoy” or even “How to make protein powder? “.

Ignoring the difference between specific keywords and broad match could prove to be costly. It is advisable to continually test your keywords, phrases and broad match modifiers to avoid getting into the broad match trap. The best approach would be to start off with exact match and if required expand it to phrases. If you notice that you are not getting enough impressions and conversions only then think about using Broad match.

download (1)2. Faulty Keyword grouping 

AdWords can be set up to manage different types of PPC campaigns like content or product, but for each of them to work effectively it is necessary to group similar keywords together and restrict generalizing your campaigns. Within a specific campaign all the relevant keywords and ads can be grouped together into ad groups. One of the biggest mistakes of PPC campaigns is not using ad groups. PPC marketers simply lump their keywords into a single ad group and simply show the same ad to everyone. It is therefore recommended to classify ads into groups based on similarity of keywords. Thus, for drawing traffic towards your website the ad should match the keyword being typed by a potential customer. This can be illustrated by the following example of Siemens which sell various types of products like Washing machines, dryers, coffee makers, cooking appliances, refrigerators etc.  Using an ad like “Buy Home Appliances” will not get them the relevant hits for specific products people are searching for . Therefore a home appliance company like Siemens could use targeted ad campaigns with headlines like, “But Siemens Washing Machines” or “Buy Siemens Refrigerators”. Thus ad groups allow customizing specific ads for specific product and to bring about a good fit for the keywords being searched by potential customers.

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