3 Easy Mistakes to Avoid When Managing Your Own PPC

Are you managing your own PPC campaigns? Here are some common errors to avoid.

People have the best intentions when they decide to tackle PPC without the help of an expert. Too right – Google makes it look extremely easy!

I’m sure there are some smart, self-taught business owners & in-house marketing staff who have found success with PPC. However, when you spread yourself too thin it’s hard to stay on top of all the current features, trends and strategies that are essential for staying ahead of the game.

Not to mention trying to properly monitor and optimise the account daily on top of all other responsibilities.

Unsurprisingly, many do-it-yourselfers (DIYers) end up hiring professional help at some point. At Progressiv, we’ve taken on a few of those types of clients.

From those kind of accounts, we’ve found that there a three common mistakes that are made.

1. Bidding too low

Let’s start by looking at a law firm who started out doing it themselves. Their bids were set to £50 for “personal injury” keywords. (If you’re know the legal field, you’ll know that sometimes, clicks can cost upward of £150!)

This bidding strategy resulted in less than a 10-percent impression share for this business, and when the ads actually showed up, they were low in the SERPs, and the click-through rates were terrible.

What DIYers sometimes don’t realise is that you can still stay within your budget when it comes to cost per click if you just show Google you’re serious and willing to pay (that means cranking up your bids).

You might initially pay more for the clicks, but over time, as your account and Quality Score begins to improve, you should end up paying close to what you initially wanted to spend on clicks. Plus, you’ll end up with a lot more conversions.

What happened when the law firm beefed up the figure they were ready to pay? When they made it £150, their impression share jumped 90 percent, which made them competitive enough to show up in the search results.

On their main keywords, their cost per click ended up between £65 and £72 – not much higher than the £50 they originally bid.

2. Trying to do too much within one ad group

Each ad group should be focused on doing one job. A common mistake is making one ad group do too many things by including keyword phrases that don’t fit together.

People often have ad groups when the keywords featured are rather different, and could easily be broken out into their own individual ads groups.

If you’re doing it all yourself, watch this video from Google to see how best to organise your account.

Keeping your ad groups focused helps you convey a more effective and relevant message to your target audience.

3. Not keeping up with innovations

A huge part, and sometimes the hardest part of AdWords management staying ahead of the loop. There are always new features and strategies. It really is a full-time job! So if you already have a job – it’s pretty tough to juggle everything and be effective!

This means you can miss out on big opportunities. Opportunities like call-only ads, which our law friends weren’t taking advantage of.  Call-only ads can be an important strategy for local service-based businesses, and they immediately saw results when they started running them.

Even a couple of weeks off from PPC, you might come back to five new AdWords features you now have to learn on top of everything else. It can be pretty overwhelming!

In the end (even though Google might disagree), businesses that want to remain competitive – and make profit from their PPC efforts – should always seek expert advice, and if necessary hire a professional to manage their accounts full time.

If you’re a DIYer, please make sure you look into the mistakes I’ve mentioned. It could mean immediate improvement to your PPC account & business.