Eerie PPC Errors
It’s the time of year of all things ghostly and ghoulish. So I thought I’d put together a blog which highlights the PPC errors that scare me the most, along with some tips which will ensure that you are treated to high quality traffic and ROI, rather than tricked into wasting your budget.
1. Not setting up negative keywords
Negative keywords stop your advert showing for undesirable keyword or keyphrase searches. They are incredibly important for a campaign because by using negative keywords, you can exclude keywords that aren’t a good match for your product or service. Doing so can lower your cost and increase your ROI. For example if you are a private dental practice, it would be wise to add ‘NHS’ as a negative keyword, which would make your traffic much more targeted and reduce wasted clicks.
2. Poor Conversion Tracking:
One of the most common mistakes that I see is when conversion tracking isn’t installed properly. Conversion tracking allows you to measure how well your campaign is performing, you can’t track how many new patients have enquired so without having conversion tracking properly set-up, there is no real way to gauge the success of your PPC campaign….which is a frightening thought.
3. Analytics Tracking not being utilised:
Paid advertising might be one of the few industries where online marketers are not spooked out by big data. Linking analytics and Adwords will take conversion tracking to another level. It is essential that Google Analytics and Google Adwords are synced together. So many marketing decisions can be determined seeing the different pages someone visits throughout your site after initially coming to your landing page or their average time on site.
4.Using your home page as a landing page
This is a massive issue because landing page relevance and performance is a key ingredient in your Quality Score (the single biggest factor in determining your results and costs). Sending paid traffic to unoptimised landing pages is as scary as the recent UK Clown epidemic. You are undermining your own efforts really. It is much better to send a potential patient who clicked on an Invisalign advert to a targeted Invisalign page, with information, special offers, before and after pics and your contact details than to your generic home page.
5. Not spending enough time on you accounts
This is a no-brainer really – PPC requires time and effort to make to make it work. There are so many different variables which ensure good campaign performance, and you also have to make sure you aren’t making the mistakes listed above!
Don’t get spooked by the idea of running a PPC campaign, they are complicated and costly if you don’t get it right but we can help 🙂 Dental Design are Google Partners and each online marketing executive takes the Google Adwords exams on an Annual basis to ensure that we are completely up to speed with the latest best practices.
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