Free
Consultation Form

Some Common Mistakes To Beware of For PPC (Pay Per Click) Management

By Sushant on Thursday, July 22nd, 2010 at 1:38 pm | Comments (0)

PPC, or Pay Per Click Marketing, is a fantastic and sure shot way to get your site noticed instantly on search pages. However, it is an expert’s job and mismanagement or poor planning will ensure your cash goes down the drain. Following are a few mistakes that a Webmaster just can’t afford to commit!

1) Ordinary Navigation

It’s an absolute no-brainer that nothing can save a poorly designed website, not even PPC! Sites with poor navigation inevitably lead to dismal conversion rates. One should always remember that it takes time to plan the perfect PPC campaign strategy. It might so happen that a landing page works better than even a 50-page website. You can do lots to enhance user experience such as matching ads, pages and keywords.

2) Improper Implementation of Google Analytics and AdWords tracking.

The best thing about PPC is that you can measure every metric, or else you won’t be able to determine which keyword, ad or page works and what doesn’t. In fact, I’d even suggest no to do anything with PPC which can’t be tracked.

3) Redirecting useful traffic to irrelevant or broken pages

Redirecting useful traffic to irrelevant or broken pages is a mere waste of time, effort and money. Ensure taking PPC elements offline when their corresponding pages are deleted. Your PPC account should be in absolute relevance to your website.

4) Running PPC campaigns on autopilot

PPC is not an “implement and forget” concept. I would personally recommend analysing your PPC campaigns on a daily basis. This way, you will be able to feel the pulse of your PPC campaign. Most PPC managers are not in the habit of reviewing their data regularly, which hampers their marketing campaigns.

The end all and be all of PPC is, “No Shortcuts Please”. Webmasters must devote a lot of time and research while setting up PPC accounts. It is indeed noteworthy that the money saved in the longer scheme of things will make you reap rich rewards.

Bookmark It