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| Are You Making These 3 PPC Advertising Mistakes?
| |  | February 16, 2012 - These common pay-per-click (PPC) advertising mistakes are easily avoided, but nonetheless, we see them over. and over. and over. again. These mistakes hurt your click-through rate (CTR), Quality Score, and return on investment (ROI). Are you making these mistakes in your own PPC campaigns? | |
| Mistake #1: Not Monitoring Your Search Query Report Broad match is the default keyword match type in AdWords, and it’s the default type for most PPC marketers, too. Unfortunately, many advertisers don’t realize just how “broad” broad match really is. Take these ads triggered by a search for “piano bench”: Heavy-Duty Park Benches
thebenchfactory.com
Low Price Guarantee on All Styles.
20% Off Park Benches – Buy Now! Benches at JCPenney
jcpenney.com/Benches
Shop Stylish Benches for Any Room.
Free Shipping on Orders Over $50.
Piano Lamps On Sales
lightinguniverse.com/Lamps
Nation’s largest Lamp Selection!
7 Day Customer Service. Free S/H. It looks like The Bench Factory and JCPenney are bidding on the keyword “bench” using broad match; Lighting Universe is probably bidding on “piano lamp.” In both cases, Google thinks these ads are a decent match for the keyword “piano bench” – only one word has to match the query, and in many cases all you need is a synonym for one of the terms. But an ad for “Heavy-Duty Park Benches” definitely isn’t a good match for this query...
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