Its A Trap! Avoid These 4 Pitfalls In Paid Search
Search Marketers. PPC Legends. Remember the days when we were using Overture or GoTos bid management tool to advertise in search engines? No?
Im dating myself, but what I recall from that time was the analog style of bidding. Id enter my bid on a keyword (with no match type) and moments later observe some anonymous advertiser outbid my position. Id up my bid only to be outbid again. It was war.
In retrospect, it was ridiculous because we had little insight into which keywords were actually the top performers. There was no such thing as keyword relevancy measured by click-through rate. Wed just import some keywords we thought were relevant (or receivedfrom the Overtures Suggestion Tool), plugged in ad copy, and put our budgets on blast. The executionwas simple and primitive compared to the bid platforms of today.
Today, we practicallyromanticize about the art of search marketing. Were able to match search intent in a real-time auction with galvanizing ads and responsive landing pages. We utilizeendless features and bid strategies that can be programmed and pushed through AdWords and Bing.
Yet, there can still be a great deal of complexity and over-complication in strategy and execution. While much has changed since the old days, what has remained constant in the last 15 years are the pitfalls or unforeseen risks that lead to wasted spend and poor campaign performance.
Herearea few to rethink
This is a common mistake for brands and franchises that have multiple retail locations within 30 miles of each other. In order to truly spend a budget for each store location, search marketers will have to structure multiple hyperlocal campaigns that become cumbersome to manageand ultimately prohibitive to maximizing reach and performance.
In fact, campaigns that are structured in this fashion often do not have enough budget to last throughout the day. This is especially true for campaigns with a limited daily budget trying to serve ads in a landscape where the average cost-per-click is more than $5.
Additionally, advertisers can find that their hyperlocal campaigns are bidding against each other for the same or similar keywords, resulting in wasted spend.
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Its A Trap! Avoid These 4 Pitfalls In Paid Search