Ignoring the landing page:
You can have the best designed PPC advert in the Media Directors Email Lists world, optimised, delivering an amazing click-through rate and great quality traffic to your website. But if your website is a miserable experience, you have wasted your time and money getting the people there. The landing page and subsequent user experience are often ignored in PPC campaigns, but only by campaigns that don’t work: don’t be one of them.
Your ad copy is boring:
To be fair there isn’t a great deal of space in which to unleash your inner Don Draper or Oscar Wilde. The character limits for PPC ads are very small, but that doesn’t mean that you can ignore the ad copy. It is this that will encourage the click, so it is vitally important – include a call to action and have several different versions running at the same time. Your regular monitoring will allow you to see what ad copy is delivering the best results.
Not Measuring:
The amount of data that you can gather from PPC campaigns is very impressive, if not a little overwhelming for some. So you have no excuse not to track the performance of your campaigns through a wide variety of metrics – click through rate, quality score, conversion rate, etc. Linking your AdWords account with your Analytics package will really start to unlock an understanding of keyword level performance, something very powerful indeed.
If so, leave a comment and share your thoughts!
