The Dos and DON'Ts of Pay Per Click advertising (PPC)

by MarketG Banned
5 replies
  • PPC/SEM
  • |
Using Google Adword's Pay-Per-Click (PPC) advertising campaign can be one of the most efficient and most effective ways to drive highly targeted traffic to your websites and/or landing page in a relatively shorter time than other Digital Marketing campaigns. There is cost involved however, so it's necessary to calculate how much it's worth to you, but generally the cost is far smaller compared to other advertising channels while delivering highly targeted results that would speak well for the bottom line.

If executed properly, paid PPC campaigns delivering targeted results can be a very cost-effective way of marketing and advertising online. With this in mind, the following list of Do's and Don'ts will help digital marketers get the most from their Adwords PPC Campaign.

DO
DO perform extensive keyword research before setting up your ads. There are several tools available for you to perform this, including Google's own Adwords Keyword Tool that you can use for free.
DO categorize your keywords according to theme and relevance to a particular targeted group. The key to PPC success is to get results from a targeted audience. That is why you need to make sure the keywords you are using are relevant to this particular group of audiences.

DO make sure your ads are well-crafted enough to attract the kind of audience you are targeting. Together with well-research keywords and quality ad copy, you can attract people who will click on your ads because they are genuinely interested in what your brand, products or services have to offer.

DO make sure that you have a professionally-built website or landing page that your targeted audiences will like and spend time in. With a really good website or landing page that is relevant to your targeted audiences, you can expect better conversion rates that will move you towards your digital marketing goals.

DO understand some of the technical aspects on how your ads are being displayed. Things like CPC (Cost Per Click) per targeted keyword, your campaign budget, your competitors' CPC for the same set of keywords, your search phrase popularity, and your Quality Score.

DO make use of Geographic Targeting. Unless you are intentionally targeting the whole world as your audience, it would be best to target audiences based on their geographic location. This will ensure that they will be familiar or interested in what you are offering them through your products or services.

DO separate PPC campaign levels for Search and Display. If you want to maximize your budget, it would be best to separate campaigns for Search and create different campaigns for Google's Display Network, which will have differences in terms of reaching out to targeted audiences. If you are planning on targeting mobile users, it would be best to create separate campaigns for them as well to optimize your AD visibility on smartphones and other mobile devices.

DO make use of Conversion Tracking. Setting this up will make sure that your shopping cart will send conversion feedback to your Adwords, thereby providing you with a better insight on how your campaign is affecting your sales. This will give you precise information regarding your ROI or Return on Investment as well as provide you with a clear view of what ads, keywords, and traffic sources are generating the best results.
DO Re-Targeting and Re-Optimize your ads. Targeted audiences may come and go to your websites or landing pages. Some may convert or some may just visit and leave. Optimizing your PPC campaign can help attract these prospects anew through better and more eye-catching ads that will attract these highly targeted audiences who may have more than average chances of conversion as leads or sales.

DON'T
DON'T choose keywords based on search volume. Keywords that reflect high monthly search volumes seem like a good choice for your ads, but there are other factors that will affect how your ads can be successful. For one thing, keywords with high volume mean more advertisers and more competition, which could set you up higher in terms of cost.
DON'T use generic keywords. You might end up paying for a very expensive PPC campaign that draws very little targeted traffic and conversion. Online users now have come to a point that they are savvy enough to use longer and more specific search phrases when making search engine queries.

DON'T underestimate the power of Negative Keywords. These words and phrases may appear as not directly associated with what you are trying to promote but may generate ad impressions from online users that have less than favorable chances for clickthroughs. This will affect your Quality Score and thus affect your overall costs.

DON'T focus too much on keyword popularity. It is very enticing to choose keywords that Google suggest as "popular" because of the volume of searches focused or related to that particular keyword. No matter how popular a keyword is, if it is not relevant to your targeted audiences then it would be best to avoid using them and focus only on keywords that will most likely generate higher clickthroughs.

DON'T try to attract as many website visitors as possible. Unless you are sure that all your traffic will convert upon landing on your web pages, it is really not practical to try and attract all these numbers. Focus your ads to target specific audiences, web visitors who you are sure will most likely be interested in what your websites or landing pages has to offer.

DON'T send all traffic only to your home page. Of course, you may want visitors to see your main website and browse through all your content and what you have to offer. But as a paid advertising campaign, it would be best to direct traffic generated by your PPC ads to a landing page or a web page where they are expected to take action - by either becoming a lead by providing contact information or subscribing to a newsletter, or be a paying customer by making a direct purchase of products or services.

DON'T underestimate the power of your landing page. Your PPC campaign should be directly tied to your landing page for it is through these pages that conversion can occur.
DON'T underestimate the capabilities of your competitors. Digital marketers and business owners sometimes would really want to do everything they can to have their advertisements placed on top, including outbidding their competitors.

DON'T get into the habit of simply setting up a PPC campaign and then leaving it to work on its own. You can't just set it and then forget it. PPC campaigns work best when closely monitored as the feedback you will be getting from monitoring and tracking results will help you improve and optimize your ads, so you can make them better and gain better results.

PPC advertisements are low-cost online adverts that can deliver precise and more targeted results. However, the success of PPC campaigns rely on doing the right things and focusing on the best practices, and avoiding things that are not. Hopefully, this list of Do's and Don'ts will help you towards PPC advertising success - and achieve all your digital marketing goals.
#advertising #click #donts #dos #pay #ppc
  • Profile picture of the author jimkirk1943
    Awesome post mate ! Picked up a few tips there cheers !
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  • Profile picture of the author visimedia
    cool stuff.... I think bing PPC is gonna be a huge thing to implement these tips into, because it's far away from saturation n people r rarely talking about this
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  • Profile picture of the author dburk
    While considering the DOs and DON'Ts of PPC advertising:
    • Don't follow the advice of a low paid article writers who knows little to nothing about PPC advertising.
    • Do listen to highly experience PPC advertisers that provide solid information in this forum.

    (hint: It's not the author of this low quality article dump thread)
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  • Profile picture of the author ahmedkarim
    Awesome post mate ! Picked up a few tips there cheers !
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    • Profile picture of the author dburk
      Originally Posted by jimkirk1943 View Post

      Awesome post mate ! Picked up a few tips there cheers !
      Originally Posted by ahmedkarim View Post

      Awesome post mate ! Picked up a few tips there cheers !
      Hmm... do I hear an echo?

      Looks like a spambot is attacking the forum again.

      I wonder how many times the same bot posted the same reply?

      If there are any moderators reading this, this thread is exactly what is wrong with the WF these days. A copy and paste article, followed up by comment spam. That is about as low as you can get, quality wise, just one level above porn spam posts. Not making this forum look very good.
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