Three Common Mistakes That Could Kill Your Paid Search Success
Whenever I look at a paid search new campaign I always come across different styles of PPC set-up. Not all are bad and some actually do surprisingly well. There are some common things that if over looked could easily hurt your campaigns performance.
1. Too many broad terms…. Broad terms tend to drive down quality score.
If you didn’t already know, broad terms that don’t convert well will drive your quality score down. The other issue with using broad terms especially with broad modifiers is that you need to be on top of your negative terms. A search terms such as “security guard” using broad modifiers will allow your ad to show for terms such as; security guard jobs, security card, and security weapons etc. Recently, I revamped a campaign that had nothing but broad modifiers and I can’t tell you the amount of irrelevant traffic it brought in.
Broad terms have their place, but if you aren’t careful, you can go through a lot of spend with a lot of irrelevant terms.
2. Not working on improving your quality score?
We all know how important quality score is, but do we really? Some clients think poor quality score means that they just pay a little more when that isn’t the case. If your quality score is good (7 and above) you tend to get a discount on what you pay for an ad. When your quality score is lower than 7 you tend to pay much more. Google will increase your CPC by as much as 600%! I’d say that’s more than paying a little extra.
Some experts believe that the amount of time you spend in the account is a factor. For example; if your account is set with automation and very little manual changes that could also hurt your quality score. Whether or not that’s true doesn’t really matter. You should be in your account at the very least once a week. Daily, if you have a huge account just to make sure you catch any potential problems sooner.
3. Not separating your campaigns by network
Separation – Keep your content, search and mobile campaigns separate. Yes, I know this creates more work for you but in the end it’s worth it. Content network tends to drive up impressions and produce a lower CTR which would hurt your mobile or search campaign which in turn will hurt your quality score.