What happens when someone doesn’t know what they’re doing with PPC? They do things that make no sense – but don’t know any better.
Here’s a short list of mistakes I’ve seen with self managed PPC campaigns:
- All keywords broad matched
- Keywords include product/terms the company doesn’t sell
- One company, two campaigns, both using an identical list of 167 broad matched keywords
- Landing page not optimized to the keywords
- All ads land on the home page
- No conversion tracking