Results Driven Internet Marketing For Industrial and B2B Firms

Top 10 Reasons Pay Per Click Fails For Industrial Firms (Part One)

Top 10 Reasons Pay Per Click Fails For Industrial Firms (Part One)

Number One: Setting up a Google Adwords account in 30 minutes without real knowledge.

When you see the Google Advertising banner ad, telling you that you can get 75 dollars in free clicks, and you decide to try it, it seems easy. And it is, to some extent. Just sign up, give them a credit card, apply your credit, and you’re on your way. Easy, right?

But exactly where on you on your way to?

Sure, Google provided you with some basic tools to help you get started. And these tools will work at getting your website traffic. But what is the quality of that traffic? Remember, Google is in the business of giving you as much exposure as possible. This helps their bottom line. But not necessarily yours. Rarely do I find a situation where PPC Newbies don’t end up advertising far too broadly, wasting money on advertising on markets that have little chance of converting.

This mistake is exaggerated for firms which want limited budges, as the standard rule is: the lower the budget, the more targeted the campaign should be. The quickest wa to PPC failure is to have an overly broad campaign mixed with a low budets. Results will inevitably poor, at which point most companies will simply give up, which is a shame, since it’s not the concept of PPC that is flawed but merely the execution.

So can an Adwords campaign be set up in thirty minutes? Sure. Should it be? No. If you really want to set up a limited budget campaign yourself, do this: target your top 5 search terms, make sure the terms have traffic by using the keyword tool built into the interface, set it up geographically targeted, with just exact match and phrase match options along with plenty of negative terms applying.

And if what I just said is Greek to you, then you simply do not know enough to set up a successful Adwords campaign.

Number Two: Buying a basic Guide To Google Adwords, skimming through it on vacation, and deciding you’re ready rule the web.

It’s been said that a little learning is a dangerous thing. Nowhere is this more true than Google Adwords advertising. Skimming through a basic PPC guide will give you exactly that: the basics. The thing is, a successful Adwords campaign is the sum of inter-related parts. If everything isn’t done right, the results can be disastrous. If you really want to do it yourself, make sure you really study the guide so you understand all of it. What I’ve seen is that people start doing things according to the book for all the basic things but start taking shortcuts or missing things when they really matter.

  • Geographic targeting?
  • Google Partners?
  • Display Network?
  • All Devices?
  • Ad Scheduling?
  • Ad split testing?

These are all important questions to consider. And making the wrong choice on any of them can increase your costs exponentially.

So please, if you plan on becoming an Adwords expert, then actually become an expert. Don’t learn the basics and then believe you are an expert. It can cost you far more money than you save by doing it yourself.

Number Three: Blindly opting into the Display Network with automatic bidding.

This is one of the biggest mistakes an industrial advertiser can make, and also the most common. Letting Google decide where on its vast display network it will show your ad as well as how much to bid will rarely equate to a positive ROI. The Display network works best for items that are more impulse buys: weight loss, vitamins, online dating. The more technical the subject matter, the less likely the Display Network will be successful. Now that doesn’t mean you should forget it altogether. If your budget is high enough to warrant it, it can make sense to experiment with it. But the placements must be managed carefully for websites where your potential clients might be surfing.

We took over a large industrial PPC account for a firm that had opted in automatically to the Display Network with Automatic bidding. By turning this off, and moving the allocated budget to more targeted terms on the search network, we cut costs by over 50 percent (while improving click through rates) from this move alone.

Read Part 2: The Top Ten Reasons Pay Per Click Fails For Industrial Firms Part Two
Read Part 3: The Top Ten Reasons Pay Per Click Fails For Industrial Firms Part Three


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