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Getting excited about setting up your first Google or Yahoo! advertising
campaign? Who wouldn't be with promises of top exposure, qualified website
visitors and instant traffic?
Now before you get over zealous about launching your advertising campaigns,
don't make the mistake of pressing the trigger before you set your sights on
the target.
Below is a list of 8 common search advertising (or PPC advertising) mistakes
that overly keen website owners make when launching their new advertising
programs!
1. Broad Match To Blow Your Budget
Search advertising is not about getting the "most" traffic - it's about
getting the "most effective" traffic. Using broad match for "all" your
keywords might send your website into visitor overdrive, but it'll probably
blow your budget before you get the click that generates a sale or lead.
2. Thinking Negative Keywords Are Bad
There's nothing "bad" about negative keywords other than not using them. If
you're going to go broad with your keywords - use negatives to avoid the
clicks you don't want. Most of the major search engines provide the ability
to block search with certain keywords.
3. Being A Sheep And Trying To Look the Same
When you're drafting your search ads, the key is to stand out, not fit in.
So don't make the mistake of trying to look like your competitors. Be bold
and stand out from the pack (within reason)!
4. Search, Search Network and Content - Who Cares, its all Search Right?
There's a vast difference between the traffic you can generate from Search,
the Search Networks and Content Networks. It's important to set-up your
campaigns so you can see which option is generating the best traffic. You'll
be surprised by the results!
5. Promoting Your Local Business To The World
Yes - Search Advertising is great for promoting your business to the world -
but what's the point if you're a business in outback Idaho selling doodads
from a local store. Trust me - doodad buyers in Africa are not likely to
jump on a plane - no matter how good your doodads are. So geo-target your
campaigns and save yourself precious advertising budget.
6. Guessing Your Success
There's no guessing when it comes to understanding your search advertising
success. If you're not tracking your campaigns with a half decent website
analytics service - then you're just wasting your time.
7. Sending Your Visitors Home - Homepage Madness
So you've spent hundreds or thousands of dollars on a flashy website with an
impressive homepage. While a good homepage is an important part of your
website, its generally not where active searchers want to be sent. If I
click your ad - then show me the product or service that matches my search!
8. Don't Ask - They'll Just Click
Just because you're advertising in a search engine doesn't mean the rules of
direct marketing don't apply. If you really want people to click your ads,
then give them a compelling reason to and then ask them to. "Calls to
Action" will dramatically improve your clickthrough and traffic!
That's just 8 of the many mistakes you can make with Search Advertising
campaigns. If you're going to tackle Google and/or Yahoo! advertising
yourself, make sure your campaigns are set up right before you press FIRE!
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