There are certain common, albeit avoidable mistakes that marketing experts tend to make while implementing paid search advertising campaigns. In this post we shall try to analyze the crucial areas that need to be looked into for ensuring success of a PPC plan.

Bidding Broad: Remember, it is extremely important to be alert while setting up your campaign. Every industry or business domain has its relevant keywords. These tend to fetch the much desired online visibility and traffic. Of course, there are several variations of key terms and phrases that your target audience is searching for.

The more you concentrate on the vital ‘long tail key terms’, the less you will pay per click. Also, your ads will get ranked higher provided the keyword employed is a closer match to users’ search trajectory. You may take your chosen 100 terms and break them into 100 more by going through the Web statistics for precise keyword variations that searchers employ to access your products and services.

Desperation to grab the top slot: In most cases, occupying the top position seems to be the ultimate goal in devising a strategy for paid search results. However, it is not always the most advisable thing to do, more so if you are paying a considerable amount per click and the chosen key term is broad.

In fact, even being a few slots down the paid search ladder is not such a bad thing. This is because users, who have done a bit of research, would anyway notice you.

Avoiding Geo-targeting: What you have on offer might work in one part of the world, but fail to click elsewhere! From this perspective, avoiding Geo-targeting is a mistake. There are people keen on approaching a local service provider or at least a business that recognizes their specific needs. You should be willing to customize the offering, accordingly. It may just be a psychological thing, but that still matters to potential buyers.

Most search engines including Google let you geo-target your PPC ads. Create customized ads and include in them the state/city name to address local customers. In this way you sure will be able to draw a higher click through rate. Also, your visitors will appreciate the fact that you are aware of their location and serve them in a personalized manner.

Losing relevance on site landing page: In effect, whatever you might claim in your ad, do not forget to repeat it on your site landing page. This is where you ultimately intend to take the visitor. If you’re drawing their attention to 80% sale, you can be certain that visitors are actually looking for it when they arrive on a landing page. If they fail to notice it, they might leave without any clear lead or direction.