Five Biggest Don’ts of Paid Search

Digital Marketing

April 3, 2024

Almost half of our day goes in thinking about what we should do, how we should proceed or perhaps how much work to do. However, at the end of the day drawing a distinction between what you should do and what you must is pretty obvious. Take driving for instance, we all know that driving on the right side of the road, is legally mandatory. Same goes with drinking water. At the other end we must have heard the saying about how “an apple a day”, and should be part of our daily diet.

PPC follows the same philosophy, you come across numerous things that ‘must’ and ‘should’ be done. However, additionally, there are also things that we may have to remind ourselves not to do. As any individual who has come across paid search campaigns knows, from time to time we forget the simpler things . In any case, basic oversights, miscommunications to colleagues or doing too many things at one time can give exorbitant faults.

Therefore, here we have five important points to keep in mind  about PPC:

  1. 1. Never imagine one size fits it all:

Say a big ‘NO’ to your brain when it is trying to think that one paid search campaign will work in the same way as all subsequent campaigns. While proceeding towards a current or an existing record, you can easily fall into this trap. You see open doors for streamlining and accept that things that worked for different accounts will also work on the new ones too.

Things to do: First, know all about your new account,  if it is possible get as much data from the ex-owner,. Also, before making any kind of changes make sure you have gone through changes in History and Investigation.

  1. 2. Never lose your focus from the target:


It is a common thing that happens to almost all of us, during the day we are caught up with managing different accounts and we neglect to observe the change we made during the prior day. It later dawns on you that the changes you made to the account the previous day show results about your day to day budget plan by the afternoon. On the other hand in your presentation campaign, there is a situation that abruptly requires a considerable amount of time from the earlier day that you didn’t make a note of.

Things to do: Make it a habit that the first thing you do in the morning is check your accounts. Even before you have breakfast or a cup of tea. Keep track of and note that your daily expenditure is going according to your target, everything is controlled according to your planned budget. Also, the changes you made recently are not negatively affecting your budget.

  1. 3. Never neglect negatives:


Negative magic words/keywords are a basic component of any paid search battle. The negative keywords guarantee that you are not paying for keywords that are worthless.

For instance, if you are selling clothes online and you are using phrases that you do not need in your advertisements to appear as phrases that are related to showcasing the clothes or how to wash the clothes.

Things to do: Confirm that you fuse the negative keywords before you sign up for a new account, promotion or ad. Include it as a review point in your database and confirm your last QA results. At the point when including negatives, make sure you check the keywords that you are offering through a search, you might see that that there are different implications for the terms you use.

  1. 4. Never forget your checklist:


Occasionally we may forget things and have a hard time recalling them when we need them badly. Same happens when you are attempting to push a brand-new account or promotion live and boom… you forget something. For example there may be a setting that does not work, forget the last day and date of a campaign or sale on your checklist.

Things to do: Create a list of items that you have to confirm, things like a budget plan, dates, scheduling your workday, settings, start and end dates and strategies of bidding. Have an approval on the list from your supervisor or self-attest (if you’re the only person who is handling things). Finally, giving you the responsibility and can be alluded, if required.

  1. 5. Never fail to check your budgets:


Surely, you must have at least one customer who has a budget plan that changes every day or even every month. What’s more? If you are dealing with various records, there are chances that it can become complicated to know which customer is spending what sum during a certain month or day.

Things to do: To get rid of the problem, simply, create a pacing report today, especially, if you have more than one customer. Below is an example of a spreadsheet that shows a few customers with their changing budget plans happening more than once a month. If you look at the number of days that are remaining in the month, you will be able to figure out whether you are pacing ahead or lagging behind in your objectives. This will help you to change the dates as per your needs, so you can rest easy from managing your budget.

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