_My 7 deadly sins of Paid Search Marketing
_1. First and foremost, not monitoring your speed and agility on a daily basis.
I can assure you that almost all accounts, there is an ROI in advanced ad scheduling, and in addition day parting. Make likely to keep an eye on the dimensions tab to see the “day of week” and “hour of day” performance, and day part all of your bids downwards within the advanced ad scheduling to the hours of the day that don’t covert perfectly. Do it carefully, in the event you price up bids by 40% with the original bid in your off hours, you may not have your ads show up.
Search marketing
2. For shouting loud, monitor google’s “search network.”
In many verticals, google’s search network performs vastly diffferent than search engine. In others though, they could be exactly the same, or extra similar. It is an important thing to know whether or not the search network has become underperforming. Using the adwords graphical user interface, you can monitor this, even in the last few hours!
3. Misusing Campaigns
The key reason why we have campaigns, would be to have settings. If you didn't need different settings for each campaign amongst ad groups, then you dont need any different campaigns. Which is, unless your campaign no longer has sufficient space for any more ad groups. Usually the conventional choice to group ad groups into campaigns by themes is a superb one, but they will need different settings. These might include search, content, search network, dayparting, ad rotation, geographic, etc. If you possess an option to have one account rather than three, do it.
4. Too many accounts, too many keywords
We mentioned this in the last sin, but I have see junior search marketers thinking about huge campaigns using excel’s features. While often good to get the tail wherever possible, as it were, having tons and tons of keywords that won't get volume are a management nightmare, and don' one any good. simplify, simplify, simplify.
5. Untested Squeeze pages are a NO-NO.
Landing page testing needs to be mandatory. While some get lost in the account side of paid search, it is important to not become lazy with landing pages, and make sure you are testing these, as they possibly can triple your sales easily, increasing ROI and margins.
6. Letting default google search settings make all of the rules.
Tablets for google desktop campaigns is a great example of this. Tere will definitely be discrepancy between desktop performance and tablets, in certain campaigns at least. Google ought campaigns to have a regualr or standard delivery on ads. This is probably not the best way to get your ads out. Always do things your path, not google’s way!
Search marketing
I can assure you that almost all accounts, there is an ROI in advanced ad scheduling, and in addition day parting. Make likely to keep an eye on the dimensions tab to see the “day of week” and “hour of day” performance, and day part all of your bids downwards within the advanced ad scheduling to the hours of the day that don’t covert perfectly. Do it carefully, in the event you price up bids by 40% with the original bid in your off hours, you may not have your ads show up.
Search marketing
2. For shouting loud, monitor google’s “search network.”
In many verticals, google’s search network performs vastly diffferent than search engine. In others though, they could be exactly the same, or extra similar. It is an important thing to know whether or not the search network has become underperforming. Using the adwords graphical user interface, you can monitor this, even in the last few hours!
3. Misusing Campaigns
The key reason why we have campaigns, would be to have settings. If you didn't need different settings for each campaign amongst ad groups, then you dont need any different campaigns. Which is, unless your campaign no longer has sufficient space for any more ad groups. Usually the conventional choice to group ad groups into campaigns by themes is a superb one, but they will need different settings. These might include search, content, search network, dayparting, ad rotation, geographic, etc. If you possess an option to have one account rather than three, do it.
4. Too many accounts, too many keywords
We mentioned this in the last sin, but I have see junior search marketers thinking about huge campaigns using excel’s features. While often good to get the tail wherever possible, as it were, having tons and tons of keywords that won't get volume are a management nightmare, and don' one any good. simplify, simplify, simplify.
5. Untested Squeeze pages are a NO-NO.
Landing page testing needs to be mandatory. While some get lost in the account side of paid search, it is important to not become lazy with landing pages, and make sure you are testing these, as they possibly can triple your sales easily, increasing ROI and margins.
6. Letting default google search settings make all of the rules.
Tablets for google desktop campaigns is a great example of this. Tere will definitely be discrepancy between desktop performance and tablets, in certain campaigns at least. Google ought campaigns to have a regualr or standard delivery on ads. This is probably not the best way to get your ads out. Always do things your path, not google’s way!
Search marketing