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3 COMMON PPC MISTAKES COSTING YOU MONEY
(AND HOW TO CORRECT THEM)
Korena Keys KeyMedia Solutions@KorenaKeys@KeyMediaCEO
COMMON MISTAKE #1 Keywords Too many keywords or the wrong keywords Too broad of keywords No negative keywords
KEYWORD TYPESMatch Type
The Keyword What It Means Ads Can Show In These Queries
Broad Alaska Cruise Word or phrase plus variations; can appear in any order.
• Alaska Cruise• Cruise in AK• Alaska Cruises
Broad Modifier
Alaska+Cruise Word or phrase with a close variant of the modified term (in any order).
• Alaska Cruise• Cruise Alaska • Alaska Glacier Cruise
Phase “Alaska Cruise” Word or phrase with close variation; can include additional words before and after.
• Alaska Cruise• Alaskan Cruises• 10-Day Alaskan Cruise• Alaska Cruise Luxury
Exact [Alaska Cruise] The word or phrase plus close variants. Cannot include additional words before or after.
• Alaska Cruise• Alaskan Cruises
Negative -Cheap-Jobs-Tom
Ads cannot appear when this word or phrase is in the query.
Cannot show for:• Cheap Alaska cruise• Alaskan Cruise Jobs• Tom Cruise in Alaska
NEGATIVE KEYWORDSWedding Cakes-Birthday Cakes-Wedding Dresses-German Chocolate Cake
-Cake Recipes-Wedding Decorations-Coffee Cake
MISTAKE #2 Poorly Written Ad Copy Missing Keywords in Ad Copy Overuse of Keywords Missing Calls to Action
WHAT MAKES A GOOD ADDetails that
Sell• Discover
wildlife• Amenities• Offer/price
point time
Differentiation• Worlds only…• Free concierge • Awarded best
serviceCall-To-Action• Buy now!• Get a free quote• Click to download• Learn more
A/B TESTING In a 2013 BING/Yahoo! Study on Travel Searches Found: Travel searchers are task orientated and search is specific to decisions already made (destination, dates, and activities).
User intent varies based on the device they are using. PC users are more likely to click on an official page. Mobile users are more likely to click on a “book now” interface.
A/B TESTING Best Practice Only test one thing at a time so you can pinpoint what is affecting the success of your ads.
Test your ad variations simultaneously to minimize time-based factors that might skew your results.
Test early and test often. Pay attention to the hard data you collect. Make sure you let your tests run for long enough to collect enough results to get accurate results.
IN SUMMARY1. Identify 15-20 relevant keywords/phrases per ad group.2. Develop ads that help you stand out and include an action. 3. Test. Test. Test.
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