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Important Mistakes to Avoid with Your Paid Search Campaigns | Website Office
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Important Mistakes to Avoid with Your Paid Search Campaigns

June 2, 2008

Paid search campaigns are designed to make you money.  Unfortunately, however, numerous common pitfalls either cut into your profits or cost you more money.  Here are a couple things to avoid when setting up your campaigns.

A Generic Landing Page

This is one of the biggest problems.  If you have invested in several different terms related to different services or products, you do not want them all to lead to a single page.  Instead, take the time to group your terms based on their relation to your different products or services.  Use these groups to setup different pages that specifically relate to them so that when people reach your site, they find what they want.  A more targeted approach makes people want to use your site over another and helps build your credibility.  Additionally, cost for a term is determined by the relevancy it has to the link.  If a page does not contain the term, the cost is more.  By having specific pages, you can save money as well.           

A Static Budget

The creation of an unchanging budget is a huge detriment to you and overlooks one of your most valuable assets.  Arguably, the most useful part of an ad-campaign is the ability to see what is most effective in drawing traffic to your site.  Using this tool, you can determine which parts of your campaign work best so that you can concentrate your resources on what proves to be successful.  A changing budget is useful because it allows you to allocate resources based on your changing needs.  In addition, it ensures that you are not continually spending money on something that does not prove valuable. 

Trying to Be #1

The obsession with being ranked number one pervades culture.  It is not necessary, however, to gain customers.  To get to be number one, you must purchase the most common and therefore most expensive search words.  While this seems appealing, it is a good way to spend a good majority of an advertising budget and limit your ability to expand.  Being ranked number 2, or 5, or 7 still gets you customers and does not cost as much.  The key here is to find the most cost effective way to attract new customers, not wield your authority.  Maintaining your status at a lower position is both easier and allows you to apply your energies elsewhere. 

Unlimited Scope

When starting an ad-campaign, it is easy to overextend yourself, costing you money and exertion.  Starting with one search engine instead of multiple allows you to tailor your campaigns and ease into it rather than diving into the deep end.  Additionally, begin your campaign with search pages only, not contextual pages.  Defaults with search engines are set to both search and content issues, quickly depleting your resources.  Start with your search terms, where you can allocate your money more effectively, and gradually move into content pages, carefully researching and choosing which pages for your advertisements. 

These mistakes are easy enough to rectify and once you have fixed them, your productivity is sure to increase.  As with any attempt to address an issue, make sure to approach these meticulously and find a solution that is best for your goals.

Written By: James Blackburn, Website Office Staff Writer

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