How to Make Your Pay Per Click (PPC) Advertising Campaign Work – Part 2

Welcome back to part 2 of the most common mistakes made on Google AdWords^TM.If you have been following up on the first five steps, you should by now already be seeing some results of your effort.

Now, you might have wondered if the yellow Corvette is my ride; it isn’t. I wouldn’t need a car like that where I live but the car is a kind of a symbol to me. Think of your business as if it was a yellow Corvette. It’s a fine thing to sit in that car and go for a joy-ride, but what if you find out that you use 1 gallon of gas on 2 miles? Wouldn’t you go and fix the problem as soon as possible? In most cases the problem of burning too much gas is the carburator. And in most cases it only takes a small screwdriver to adjust a tiny little screw and your car will stop burning your money away. In our case where the car symbolizes the business, the carburator is the Google Ads. And if you don’t know where those tiny little screws are to make the necessary adjustments, it’s time to do some reading or find a good mechanic who can solve your problem. Now since you are the do-it-yourself type of guy or gal, let’s get to the second part of my collection of common mistakes made in Google AdWords advertising campaigns. The five remaining point are as vital as the first five points.

1. Check if Your Keywords are Specific Enough. Sometimes broad and generic keywords can push a lot of traffic to your site. Depending on what you are trying to achieve, they may even be very successful. For example if you do a specific internet marketing research where you target a broad spectrum at first. Often, however, they can also do just the opposite — drain your funds with poor results. A user searching on one of these generic phrases is often doing research of his own in an early part of the buying process. It is important that you know your keyword-level results and filter out bad variations.

2. Are You Going After Long-Tail Keywords? This point follows the above on generic keywords. Building a list and individual ads for the long-tail keywords can be a major time-sucker. It can also be profitable if the task is performed correctly. Those earnings per click will likely vary widely from a generic keyword like “software”, “hotel software” and “hotel reservation software HotRez 1.02″. The first one is doing research while the last one knows what he/she wants and is most likely looking to purchase.

3. Separate Your Content and Search Networks. Another part of Google AdWords that is widely underestimated and will leak your gas tank without getting any mileage, or worst, attract click fraud is to not to separate your search network ads from your content network ads. If you don’t know what the difference is, chances are, that they are most likely not separated in your account. Bad keywords are most properly leaking your funds on daily bases.

4. What about Your Local Clients and Geo Targeting? Are you selling your products locally? If so, the three big Pay Per Click (PPC) search engines allow you to geo-target your customers by selecting the area and the language where your ads will be shown. This is likely to bring the local market right to your doorstep on non-local keyword phrases. A highly profitable surplus.

5. Are You Frequently Monitoring Your Accounts? If you don’t have the time to run split testing on a daily basis or frequently checking your EPC’s you will need to get someone to do it for you. The simple reason for this is that the big PPC search engines are also in competition with each other and will always try to give there users to most accurate search results for their search terms. Having that said, you will understand why Google is increasingly cracking down on poor performing keywords, smacking advertisers with the “Inactive for Search” status for certain keywords. You have to know what’s going on or you’ll end up losing traffic and profits. Even if you are just spending your free bonus 45 $ that Google or Yahoo will offer you upon signup, there is no way that you let your analytics get out of sight. With your initial advertising budget you can learn most of the tricks. Use the above 10 tips for your Google AdWords campaign and you can not fail. Remember the srewdriver ; if you cannot find the right screw, you might need to get help.

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