I was once asked to list my favorite PPC mistakes. To me, that seemed like a contradiction in terms; I don’t particularly care about the mistakes I’ve made. Perhaps a better phrase to use would have been common PPC errors . Because mistakes, no matter how hard we try, are common. We are all human and therefore capable of human error. And the world of PPC is changing rapidly with ever more sophisticated new features and updates. With all these shiny new bells and whistles to explore, it can be easy to forget the basics. Here I look at what I’ve found to be the most common errors in PPC accounts, along with tips on how to avoid them.
Two types of errors There are two main categories
Two types of errors There are two main categories that the errors I’ve listed below could fall into: accidents or misuse of best practices. Accidents are the result of human or sometimes technological error, where there is no doubt that a mistake USA WhatsApp Number List has been made. On the other hand, some readers may find themselves disagreeing with some of the best practice “mistakes” I have included here. Many people manage PPC campaigns differently, whether we’re comparing agency-level best practices or individual account management techniques, but I think avoiding the mistakes I’ve listed here will benefit the overall health of your campaigns.
Common PPC Mistake Using Broad Match A lot of people
Common PPC Mistake #1: Using Broad Match A lot of people – including Googlers – would disagree with me here, but I think using broad match is a mistake. When auditing or taking over new accounts, this is always the biggest cause of wasted spend and irrelevant traffic. It just doesn’t give you enough information about a user’s intent to serve them the most appropriate ad. Even if we remove ridiculous search queries from the equation for a second (I once saw a search for “margarine” paired with “body butter” in broad match), there are still problems. Broad match leads to regular cross-matching between ad groups. The example below shows how a search for “red dresses” can trigger an irrelevant ad for red skirts .