Common Local Pay Per Click Mistakes

Writing by Brick Marketing on Thursday, 27 of December , 2007 at 10:16 pm

Most business owners know that you can really take a hit if you don´t know what you´re doing with local pay per click advertising. It´s something that you really have to be careful of if you don´t want to lose money. One of the most popular local pay per click advertisers is Google Adwords and most of these mistakes are specific to Adwords.

Forgetting to set negative keywords in Broadmatch. While the Broadmatch feature is a good one, allowing your ad can show up whenever your keyword is entered in a search phrase, it does have some setbacks. Using negative keywords helps the search engine avoid non-contextual phrases. So your local pay per click ad for film (as in cling wrap) won´t show up in a search for camera film.

Not testing more than one ad. If you just put one local pay per click ad out there, how can you know if you´re getting the best possible results? Try a minimum of three or four ads, with different headlines, ad text, etc.

Not tracking results. Anyone who runs a local pay per click ad campaign without tracking the results is setting themselves up for failure. You need to know what works best and where. Any statistics you can gather on your ad performance can help you make better decisions in the future for ad wording, keyword selection, etc.

Going for first place. While you might enjoy a little prestige by overbidding and getting your local pay per click ad to the top of the pile, it is often not worth the extra money you´ll be shelling out. Keep your ads cost reasonable and settle for second or third, your ad should perform just as well.

By avoiding these common local pay per click mistakes, you can spend less money and get more targeted traffic, as well as higher clickthrough rates. Knowing what you´re doing really pays off!

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Category: Local Pay Per Click

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