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PPC secrets

I'm going to give you some PPC secrets that many industry professionals already know but majority of PPC campaigns do NOT use. You can't fear mistakes when you manage a PPC account. They're bound to happen. When I find companies or individuals in this situation I'm honestly not shocked. What Jeffrey Brewer and Bill Gross (GoTo.com) developed and was then revolutionised by Google's focus on quality is now a £multibillion industry that ensures Google et al ongoing happiness. So, are you ready for the PPC secrets? To ensure you keep your company happy (user and Google's quality score as well) you need to avoid pay per click (PPC) optimisation mistakes. Here are a few for you to be careful of:
  1. Lack of transparency

  2. Failure to educate


    Along with transparency, another hallmark of a good PPC manager is the ability and willingness to educate a client. Your PPC manager should be willing to teach you about pay-per-click advertising. You may know the basics, like what a click through rate is, and what cost-per-conversion is, but a good PPC manager will give you the details about why a campaign is structured the way it is, and what positive result can be expected from certain strategies.

    Some PPC managers "do it for you," but don't involve you in decisions. Some will "tell you what to do," but won't give you support after the fact. We recommend the "do it with you" model, where your PPC manager takes responsibility for creating ideas and implementing them, but involves you in strategic decision making.


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  1. Ignoring actual Revenue from PPC ads


    If your PPC manager is not tracking your revenue-per-conversion - this is different from cost-per-conversion - in Google AdWords and Microsoft adCenter, you are likely missing out on valuable and actionable data. It isn't enough to assume that your PPC conversions will produce a similar average order value as the rest of your marketing efforts.
  2. Lack of ecommerce expertise

  3. Ignoring the 'Settings' tab


    The settings tab for PPC campaigns is one of the most overlooked areas we've seen in our PPC account audits. The settings tab in Google AdWords is where your PPC manager can make a huge difference by targeting your audiences correctly. The settings tab includes all the "under the hood" options, such as where your PPC ads will appear geographically, when you would like them to show, on what devices you want them to be displayed, and in what network(s) you want them to be included in, such as search, and display.

    Choosing the correct options in the settings tab can help a campaign perform profitably. Choosing the wrong settings, or not making any adjustments to the default settings at all, can cost you a lot of money.
  1. Lack of campaign structure


    Your PPC manager should carefully structure your account in AdWords and adCenter. Each campaign should have multiple ad groups to target tight, specific clusters of keywords. Keywords from within the ad group should be used as frequently as possible within the text of ads to improve the overall relevance of each ad group.

    Landing pages should be specific to the ad group that is being targeted. Using the home page as a landing page should be avoided, except in the most general of ad groups. Mobile targeting and computer-only targeting should be separated. Ads should be tested to collect data and improve performance. Make sure your PPC manager understands this.
  2. Failure to test

  3. Ineffective budget allocation

  4. Missing new opportunities


    Your PPC manager should know about the newest developments in the paid search market, and take the time to determine if your account would benefit from new types of advertising being offered. Is your PPC manager suggesting that you get involved with beta programs through Google? Has your PPC manager started using remarketing in your account? If not, have they explained why it wouldn't be the best choice for your market? Is your PPC manager targeting the display network through topic targeting? Has your PPC manager linked your Google Shopping feed into your AdWords account to take advantage of product extensions and product listing ads?
  5. Not understanding your business


Pay Per Click internet marketing

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    5. PPC secrets
      I'm giving you some PPC secrets that industry professionals already know but majority of PPC campaigns do NOT use.
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  1. Things you should always take into consideration when trying to market your site are: people that you are trying to reach. Also the methods that you will use in your plan to be successful.

    Learn how to conduct banner promotions, generate targeted online traffic, positioning your content, and brand awareness. The 10 best ways to promote your site on the web today are :

    1. Affiliate Marketing
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    3. Web banner
    4. Contextual advertising
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    8. Pay Per Click internet marketing
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