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Common PPC mistakes to avoid

about to embark on new campaign

     
8:37 pm on Jun 23, 2004 (gmt 0)

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We are about to embark on a large (for us) PPC campaign

We intend to target overture, google, espotting & webfinder (we are uk based)

As relative novices in this field we are wondering what the main pitfalls that 1st timers should avoid.

Basically what are the common traps out there that will make us look foolish but most of all cost money?

We want to try PPC but not get our fingers burnt

Thanks in advance

gibbon

8:47 pm on June 23, 2004 (gmt 0)

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gibbon,

not sure whether you have the budget, but a session with a ppc bid consultant could go a long way.

failing that, I'll start by giving the following advice:

Google adwords = 1st few hours of monitoring is crucial, sometimes the strangest things happen in terms of inventory and CTR.

Track everything and his DOG, EVERYthing, down to Cretives, was it exact match, broad match etc.

make sure you are also grabbing search string from broad/exapnded matches, so if you are bidding on keyword love you want to know that you are getting traffic for the term find love in london, this will then allow you to continually improve your keyword inventory ...

Shak

8:57 pm on June 23, 2004 (gmt 0)

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Don't treat all PPCs the same. Google & OV are very different in terms of how they work and target audiences.

Understand the basics before you spend money. A few hours reading the forums here will give you the basics, a few days (weeks) will give you much better knowledge - although, there is no substitue for seeing PPC in action.

Keyword (and negative) selection can't be overstated for its imporntance. One of the biggest mistake people make is thinking this work is kinda relevant, we'll bid on that one as well - or going overly broad, and competively bidding on expensive keywords with low conversion rates.

9:01 pm on June 23, 2004 (gmt 0)

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You need to know how much it really costs for you to produce your product. Without knowing that, you cannot accurately figure out how much you can afford to bid on a keyword.

I see too many people going broke with PPC because they haven't taken into account the basic business principles of advertising and selling a product.

9:13 pm on June 23, 2004 (gmt 0)

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>>sometimes the strangest things happen in terms of inventory and CTR

Shak, what do you mean by this? Can you give an example? What should we be looking for?

>>Track everything and his DOG, EVERYthing, down to Cretives, was it exact match, broad match

How would we go about determing whether it was broad or exact match? From the url?

>>Keyword (and negative) selection can't be overstated for its imporntance

Negative selection then - in brief - is where we define the keywords that produce poor ROI, right?

>>I see too many people going broke with PPC because they haven't taken into account the basic business principles of advertising and selling a product.

So ROI as

Profit / PPC cost

Not

Sales / PPC cost

Is the only important metric here?

8:06 pm on June 24, 2004 (gmt 0)

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The only important metric?

Yup, its a capitalist gig mate, strangely enough most people paying PPC are only in it for the money.........;)

8:29 pm on June 24, 2004 (gmt 0)

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Utilize a third party PPC Management Tool for Overture. Do not specify Max Bids in the Overture interface.