SEM, which stands for search engine marketing, has been around since 1997. Today, it is one of the most powerful marketing tools for the online channel and it is important to stay on top of your SEM campaign to drive positive results. Time is crucial with any of these AdWords campaigns. In this blog we’ve listed some don’ts for you to consider.
1. Don’t select the keywords to target just based on the search volume. The number of monthly searches for a specified phrase is appealing but there are noteworthy disadvantages to disregarding other, more significant essential considerations. Mull over the reality that a vastly searched phrase is going to have extra competition and the more competition means that the everyday expenditure to target that keyword will be elevated and more important than the operating expense aspect, think about the relevance of the keyword with obsequiousness to the searcher’s needs, and measure up to that to the actions on your website that you’d like the visitor to take. If the keyword is not contributing to these conditions, it is not worth the higher expenses to rationalize the lower conversion rate.
2. Do not take too lightly the influence of your landing page. Your landing page is critical to the success of your campaigns. You may not be getting many conversions for the reason that your landing page isn't as good. It may not be your advertisement, and a lot of people make the oversight of continually altering their advertisement. If you hit upon yourself in this point, then try varying your landing page. Have a lot of landing pages and point diverse advertisement at them to see which advertisement and landing page combination works the best.
3. Don’t try to outbid your competition. If you outbid your competitors then you may be quite happy with your adverts riding on top, but within a few hours you competitors will have adjusted their bid price upwards too. The bidding war is something that you cannot possibly win, especially since the clicks you are buying are probably not going to be worth the money you are paying for them. There is at all times going to be somebody who has larger resources than you. If you outbid your competition then you may be moderately contented with your advertisements on top, but your budget will also come to an end more rapidly. Focus on your quality score and outbid your competitors only if that gives you a clear advantage in terms of conversions.
4. Don’t place each and every one your keywords in a single adgroup. The moment you set up your initial account you are brought all the way through a pace by pace process where you set up one campaign and one ad group. A great deal of people fit all their keywords into one ad group. This may include many not correlated keywords. You must to divide your keywords into split ad groups of much connected keywords that relate intimately together. This way it will be unproblematic to fashion a suitable ad that has text and a landing page that matches your keywords. By means of this approach you will be given a superior quality score and a higher click through rate. A higher quality score and click through rate equates to you getting higher positions.
5. Don’t rely excessively on generic keywords. When marketers wish to get as much search engine traffic, advertisers habitually bid on appallingly generic keywords. Generic keywords are not prone to produce conversions and may necessitate a huge negative keyword list to be successful. When your ad copy is shown for generic keywords it could appear to be less related to the actual search query than a phrase or exact match.
6. Don’t let Google decide which ads to present for you based on clicks alone. Make sure to fine-tune the ads to better suit the audience you are aiming for. If left in the default “Optimize for Clicks” setting, keywords that are too broad will attract more clicks and therefore more placements – and higher bounce rates from people looking for something else.
7. Don’t overlook Geographic targeting. Advertisers that don’t put a boundary and target their businesses’ websites by locality are making a gigantic blunder. It is smarter to be mindful of geographical targeting. It is important for advertisers to be aware that disregarding such can actually be damaging to the business. These small considerations are on average information supported judgment that the advertiser has to make a decision on, dwell on and keep in check so as to keep up the business. Steering clear of these mistakes may not at all times lend a hand in improving the advertising, on the other hand doing these oversight will completely be counterproductive to the business.
8. Don’t bid as high as you potential can for every keyword you choose. There is a mistaken belief that if a particular keyword is going for US$5.00, you need to bid just that or even higher to get the ad placement that you want. Despite the fact that, this may be accurate at the start of your campaign, this shouldn’t be a long-standing approach. Quality score is highly taken into consideration which looks at the quality of your ad scoring it from a 1 to 10. Having a high quality score can put you in a place on top of a competitor who may be paying more than you are.
9. Don’t send clicks to your homepage. Chances are your ads are geared toward a particular merchandise or service that you offer, so it only makes common sense that your ads should link directly to the page on your website that matches. Your landing page is very important to your quality score, and more significantly, when a customer is sent to a page with exactly what they're looking for, they are much more likely to buy.
10. Probably the simplest and most straightforward tip is don’t start a PPC campaign unless you read about it and studied or hired a professional to do the legwork for you