search marketing

1. First and foremost, not monitoring your speed and agility on a daily basis.



I can assure you that the majority of accounts, there is an ROI in advanced ad scheduling, and in addition day parting. Make certain to keep an eye on the dimensions tab and look for the “day of week” and “hour of day” performance, and day part your entire bids downwards underneath the advanced ad scheduling for that hours of the day that don’t covert adequately. Do it carefully, if you price up bids by 40% of the original bid during your off hours, you possibly will not have your ads appear.

Search marketing

2. For crying out loud, monitor google’s “search network.”



For most verticals, google’s search network performs vastly diffferent than google search. In others though, they are often exactly the same, or very similar. It is an important thing to find out whether or not the search network continues to be underperforming. Using the adwords user interface, you can monitor this, even during the last few hours!



3. Misusing Campaigns



The reason why we have campaigns, is always to have settings. If you didn't need different settings for every campaign amongst ad groups, you then dont need any different campaigns. That's, unless your campaign has run out of space for any more ad groups. Usually the conventional choice to group ad groups into campaigns by themes is a superb one, but they requires different settings. These might include search, content, search network, dayparting, ad rotation, geographic, etc. If you need to option to have one account instead of three, do it.



4. Too many accounts, too many keywords



We discussed this in the last sin, but I have see junior search marketers thinking up huge campaigns using excel’s features. While often good to have the tail wherever possible, as it were, having tons and tons of keywords that don't get volume certainly are a management nightmare, and don' one any good. simplify, simplify, simplify.



5. Untested Landing pages are a NO-NO.



Landing page testing should be mandatory. While some explore the account side of paid search, you will need to not become lazy with landing pages, and make sure you are testing these, because they can triple your sales easily, increasing ROI and margins.

Search marketing

6. Letting default search results settings make each of the rules.



Tablets for google desktop campaigns is an ideal example of this. Tere will definitely be discrepancy between desktop performance and tablets, in a few campaigns at least. Google will need campaigns to have a regualr or standard delivery on ads. This is probably not the best way to get your ads out. Always do things your path, not google’s way!

Search marketing