You shouldn’t be disheartened, even if your paid search advertising campaign is a dismal failure. There is much to learn. It’s not really any different than anything else in life – you have to start somewhere and learn as you go. PPC can give you a big boost, but it’s also an intricate process.
Not unlike any other aspect of managing your business, it takes time and effort to learn about PPC itself and also about your customers, in order to achieve success.
What can go wrong.
High bounce rates or clicks that don’t lead to conversions are a sure sign your PPC campaign’s not working. Causes could include:
- Failure to use or test all keyword match types.
- Overly-general keywords or competitive terms.
- Overly-broad geotargeting.
- No ad-specific landing pages, wasting clicks by merely dumping then onto your home page.
- Mis-directed targeting.
Even if you have a well-thought-out campaign, good landing pages, great ad copy and a well-optimized website, if you don’t know your potential customers well enough you can make some dreadful – and potentially costly – mistakes. You need to examine all aspects of your failed campaign to understand where you went wrong. [Read more...]







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