Google, alone, has lots of unwritten rules for how campaigns should be set up and run. These rules can have a direct impact on how much you’ll pay for advertising as well as what ads you may or may not run. These rules include:• Keyword grouping • Ad Wording • Ad relevancy • Quality score – (VERY, VERY IMPORTANT!!!) • Click through rate – (Again, VERY, VERY CRITICAL!!) • Bid pricing (this is complex, see the infoGraphic above for details) • And a few others
Most companies have anywhere from 5 to 15 keywords and should most likely be bidding on 200 to 3,000. That sounds overwhelming, however, with the right tools and strategies, that can make a big difference in your ad campaigns.
If you are not split testing, you are most likely getting only a small percentage of visitors to your site, if done right, you should get a huge amount of the actual traffic that searches for your targeted keywords. Split testing can be the biggest difference.
Most business owners do not know how to track if the clicks they had to pay for generated any profits. Obviously, without this information, you are flying blind… This is a huge mistake they often make.
Having the right tools and knowing how to use them properly to help create and manage pay per click campaigns is really critical. Most business owners are clueless on any of these tools.
Most business owners, who do their own PPC advertising, make this massive mistake. They send all the traffic to the home page of their website. This is a huge mistake. Creating a Targeted Landing page, a single page with no external links to distract them is the proper way, yet many business owners are clueless about how to create them or set them up and optimize them. Split testing these is also critical and normally not done.