5 most common sem/ppc mistakes
Post on 01-Jul-2015
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5 Common SEM/PPC Mistakes By: Joelle Davis- Cardinal Web Solutions
Conversion Tracking
Conversion Tracking
• A conversion for the sake of PPC does not necessarily mean the point at which a lead converts to a customer
• It could be • Form Fill • Phone Call• Website Registration• Sale
• In order to optimize any PPC account efficiently, it is crucial for conversion tracking to be set up across the account.
• Determine what a conversion looks like for your company and set this up at the beginning of your campaign
Ad Extensions
Ad Extensions
• Did you know that you can amp up your ads with nearly twice as much real estate, for free? That’s right. Free.
• Both Google, and to a limited extent Bing, offer ad extensions at no additional charge.
• The majority of these extensions will appear only when your ad reaches the top three positions, and you still may need to be receiving a certain number of clicks in order to have the ads appear.
• Nonetheless, it’s important to implement these extensions in order to acquire the highest amount of ad space on the SERP and improve your CTRs.
Ad Extensions
Sitelink Extensions
• Using sitelinks allows you to apply a number of page-specific links under your general ad copy.
• What’s more, you can utilize the Enhanced Sitelinks component by adding two description lines (35-character max) to take up even more space and send your visitors to the most relevant landing page.
Ad Extensions
Call Extensions
• On desktop ads, you can apply campaign-specific numbers to appear on your ad. On mobile ads, a click-to-call button will appear as seen below.
Location Extensions
• Attach the address of your company to your ad at the campaign level (if needed for multiple geo-targeted campaigns).
Ad Extensions
Social Extensions
• Is your brand on Google+? If the answer to that question is no, open a new tab right now and get on it.
• You won’t believe the difference this can make on rankings and search traffic.
• In any case, once you’re set up on Google+, you can link your account and your number of followers will display underneath your ad.
KPIs
KPIs
• One of the most important pieces to your PPC account is understanding which KPIs correlate with each specific client.
• Every industry is unique and within these verticals companies value certain KPIs differently.
• Understanding what KPIs relate to you is CRUCIAL
• Make sure that you go through the proper steps of implementing conversion tracking in order to monitor and collect all data for your most important success metrics.
RLSA/Content Remarketing
RLSA/Content Remarketing
• Remarketing Lists for Search Ads • Remarketing refers to the ability to
re-target users who have previously visited pages on your site and deliver specific messaging to them.
• This stems from the theory that users who have already explored a website are further down the sales funnel and more likely to convert than new users.
• Content Remarketing • Image ads that show up on the
Google Display Network and are delivered to previous site visitors.
Branded Campaigns
Branded Campaigns
• Are you bidding on your own brand name? If not someone else might be.
• Brand terms are generally inexpensive and are usually a necessary component of a successful PPC campaign.
• Allows brand to posses more real estate on the SERP
An Example of a brand PPC campaign topping an organic listing:
Photo by Matt Tillett - Creative Commons Attribution License https://www.flickr.com/photos/39955531@N00 Created with Haiku Deck
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