Before we actually begin to discuss the effective development and placement of a PPC ad, let’s have a brief look into a list of common errors that could occur while setting up a PPC ad.

1. Contactless ads

Advertisements without contact information are useless, it takes up less space in SERP and loses to competitors’ ads.

2. Lack of quick links and favicon

This error leads to a decrease in traffic, CTR, and means that the ad budgets will increase.

3. Ads are not optimized for the Google Display Network

A search engine ad campaign is different from one displayed on the Google Display Network. If you just copy ads, you’ll not get a good result.

The main difference between campaigns on the thematic sites and in search:

  • Images are not shown in search but on thematic sites, they must be added.

  • Advertising on thematic sites should be more creative than in search. 

4. Lack of division into the industry and regional campaigns

With campaign division, you’ll identify which industries or regions are more effective, which particular part of the campaign should get more attention and budget.

5. Improper structure of PPC ads campaigns

Your campaign needs a strategically developed structural quality to remain consistent and accepted in the market. 

6. The site doesn’t load when clicked

Issues with the loading of your website is a matter of concern, you should fix it ASAP to prevent your campaign from deterioration. 

Setting up a campaign

You have to prepare yourself well before getting started. You should carry out a direct analysis of contextual ads, their results, as well as competitors. Keep in mind certain key aspects included in the development phase of a campaign such as.

Target Audience

Fix a group of the target audience, analyze their behavior, and deliver quality content for their requirement. 

The product

You should be capable to answer all the probable questions that could be raised by the audience regarding your product.

The niche 

You required to have a clear idea of whom to sell, how to sell etc.

Competitors Ad

You have to be prepared enough to compete against any upcoming rivals in the market. You should need to be vigilant to foresee the entry of such a competitor. 

Checklist for creating an effective Campaign

  1. You need to make good ads:

    • Keywords in the title

    • Qualifying words

    • Keyword in the display link

    • Keyword in the description

    • Call to action(CTA)

    • Quick link with a keyword

    • Contacts

  2. To increase the effectiveness of your ad, you can use different ad extensions features: Structured snippets, call, location, price extensions, and more.

  3. Limit the prescribed budget for ineffective keywords, platforms, channels.

  4. Use dynamic remarketing on incomplete activities, and abandoned baskets. It allows you to trace and contact users who are already on your site. 

  5. Remember that ads can be displayed at the wrong time for your company. For example, if you have a B2B offer, you should not spend budget at night or on weekends. 

Analyze your campaign

Different tools are available in the market which can be efficiently used for the purpose of monitoring and reporting the performance of your campaign. Analyzing the performance will provide a fair idea, how productive the campaign is, and is it worth running it. 

SocialPulsar offers a comprehensive digital marketing solution satisfying various business requirements that your company possesses. Partnering with us brings prosperity to your business. 

You might be wondering what effect does a negative keyword cause in a PPC campaign, the answer is well known. Use of negative keyword functions well to exclude terms from your campaign and helps you to only focus on a certain keyword that is only relevant to your topic. In simple words, a negative keyword performs the function of filtering out unwanted traffic that a non-relating search term might invite to your website. This practice maximizes the ROI of a Google Ad Campaign. SocialPulsar introduces 2 vital steps that depict the proper usage of negative keyword in Google paid search campaigns.

Step 1: Identifying negative keywords

Selecting ideas that will never make sense is the first and foremost approach in identifying negative keywords. These can include:

  • Questions: “why”, “how”, “what”, “when”, “who”
  • Entertainment seekers: “news”, “died”, “happen”, “real”, “today”
  • Accidental industry “budget-bombing”
  • Random search terms that will never relate to your business

There are 3 methods to find negative keywords they are: Manual searching, Google suggest, and keyword research.

Step 2: Applying your negatives

Once you have successfully identified your keyword the next step is to apply it effectively. 

The negatives that we obtained can be applied to one of the three-match types

  • Broad: the word (or words) is anywhere present in the search query.
  • Phrase: the word (or words) is anywhere present in the search query in order.
  • Exact: the word (or words) itself is the search query (nothing added, nothing missing).

The most important aspect to note is that negative keywords do not account for close variants. Additionally, search networks cap negatives at 10,000 per campaign.

Applications of negative keyword

  • Negative keywords for DSA campaigns: If you preparing to run a dynamic search ad campaign you will need to include all keywords you are actively targeting as negative keywords. 
  • Using Branded/Competitor as negatives everywhere save for branded campaigns: This helps to ensure that your campaign runs well with the intended budget. 

Being the best PPC agency in India, SocialPulsar provides one-stop solution for all your paid search campaign requirements. We offer a streamlined strategical approach towards the service.