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5 SEM Mistakes That Are Stopping You From Making Progress

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Pay-per-click is one work field that is seeing mushroom growth of experts taking up the job of PPC managers. This indicates that PPC, a part of search engine marketing is serving the purpose well for the businesses that want to invite huge web traffic to their sites and earn more and more revenue from the same. But, there are few mistakes that come in the way of making progress and moving ahead with PPC ads posted online. This blog discusses 5 SEM mistakes that must be avoided now itself.

  1. Keep Search and Content Network ads in different campaigns

This means separating the ads that you want displayed in search results vs. those displayed across Google’s Content Network of websites (for those using Adsense). The type of searchers that trigger ads on the content networks can be very different that the searchers entering queries on Google search. So creating different ads for each network, ensures that you’re making the most of your ad budget.

  1. Undermining the relevance of demographics

The age and gender of the buyers must be surely kept in mind while designing an ad. Demographics has an important role to play in earning more number of clicks on the ads posted online. An ad that targets the audience well and is designed using the appropriate language is much more likely to receive the clicks as against a generic ad which does not mention any specific information.

  1. Shying away from bidding for the company name

This is a smart way to have an online presence in case the website is not performing well on the search engine(s). Bid on the keywords having the company name and ensure the online presence by appearing in the search results generated from organic search. Feel free to use the product(s) or service(s) names as well with or without the company name.

  1. Not paying attention to the landing pages

A PPC ad without optimised landing pages is like investing without any hope of getting the returns on the same. A landing page should be targeted well so as to lower the cost per click and increase the conversion rates. There should be clear repetition of the information given in the ad on the landing page so as to let the reader gain further knowledge about the same and proceed further in case he makes up his mind to do so.

  1. Ignoring long tail keywords

These keywords or phrases work like magic in not just reducing the cost per click but also increasing the rate of conversion as a result of focussed targeting. An example of a long tail keyword is ‘Hakka Noodles Chinese Food’ instead of ‘Chinese Food’. Yes, it is true that there will be less number of clicks on the ad but what is the need of paying unnecessary cost for the clicks that will not give you anything in return.

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