Internet Marketing Indonesia Journal

I know why a lot of marketers hate PPC. Below is a list of 8 of the biggest mistakes they make and how to do PPC properly:

1. Obvious and Highly Competitive Keywords

Whenever you can think of a keyword easily, there’s usually a high demand on it between advertisers. Which means the newbie advertiser is going to be clawing at hundreds of ads for a first page placement with extremely high click cost and low conversion.

Whenever the searcher is faced with a LOT of options, they are less likely to optin or buy once they click your ad. Therefore, when starting out, you should avoid bidding on extremely competitive keywords.

There is an infinite supply of keywords available and you would be mistaken if you insisted on bidding on the one impossible keyword…eg, “make money from home”.

2. Use the wrong matching type

Many people bid on only one matching type which kills their potential to reach more people. The biggest mistake is to only use the broad match.

This is a bad idea because the broad match can end up showing your ad for searches you have no idea of. You might be bidding on “mlm leads” in broad match, and the searcher may see your ad when looking for “are mlm leads a scam”.

A better idea is to start with the exact match only, test your ads and sales funnel until you know that the keyword converts, and THEN introduce a phrase match to increase the volume of traffic.

I only use the broad match in combination with a generic ad in order to find out the keywords i DON’T want my ad to show up for. Then i add these keywords as negative match.

3. They don’t understand the mindset behind the search

The mindset behind a search is usually something you can only guess at. However, there are some obvious ones. For example, if someone is looking for “mlm scam” they’re obviously not looking to be scammed.

They’re trying to find out if mlm is a scam. And if your ad then sends them to a sales pitch for your mlm business, then you’re talking to the wrong person. A good advertiser tries to anticipate the mindset behind a search and tailors their ads to the search.

And if their product can’t fit into that mindset, then they leave those keywords out of their campaign. No matter how cheap they are and no matter how much potential volume they can get from them.

4. Set their budget too low

Beginning advertisers are frugal with their ad budget. They fear that they will spend too much so they set their daily budget at $5.

This is painful and slow.

A better idea is to put the maximum you are willing to spend in a MONTH as your daily budget. Then control your budget by the number of keywords you bid on, the keyword matching type you use, the bid price, and the volume of expected search on the keywords.

At the same time, you should check up on your account regularly throughout the day, especially when testing new keywords.

This allows you to reach quick conclusions with a safety net you will probably never reach.

5. Use a replicated landing page

Replicated landing pages are horrible. Not only do they usually confuse the prospect as to what to do when they arrive…but they are also highly disliked by Google.

Content that is duplicated between multiple marketers all competing for similar google search terms is frowned upon. Google punishes advertisers who use replicated pages by removing all their ads from the Google ad networks.

6. Group their keywords wrongly

Beginners often lump all their keywords into one adgroup and match it with a single ad. This is a miserable mistake. The best performing campaigns are those that have specifically tailored ads for every keyword.

That’s why i recommend that you put only a single keyword into each adgroup and use a unique ad for it.

7. Focus on one metric only

It’s never a good idea to only measure your success by impressions or CTR.

All metrics should work together to give you a final value of COST per SALE. If you know this number, then you will know how much you can spend per sale, per click, or per impression.

8. They never test their landing page headline and layout

The difference between a winning and a losing PPC campaign could be as simple as using the colour red in your landing page headline rather than the colour blue.

A lot of advertisers don’t even know about all the money they’re missing by not testing this. There are easy to use tools provided by Google that make testing different versions of your landing page EASY.

I have found in one test that a harder to read font in the body of my landing page actually performed 20% better than the easier to read font.

That’s not something you can guess…it can only be tested. And had I not tested, I would have never found out.

Jim Yaghi, author of ppc domination official author blog is a Google Adwords PPC expert who generates as much as 15,000 profitable leads a month in the competitive adwords google tips niche.

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