Are you Wasting Money on PPC?

In digital marketing, it is routine to come across organizations and brands that are wasting money on PPC. We are talking about significant amounts of money on poorly managed AdWords campaigns. We detail the biggest areas for wasted spend below – but first a quick plug for two free tools at your disposal.

EVOLVE DIGITAL LABS’ ADWORDS GRADER

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The Evolve Digital Labs AdWords Grader Tool quickly identifies areas of budget waste and poor management.

ONLINE WEBSITE EVALUATION CHECKLIST

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The Evolve Digital Labs’ Website Evaluation Checklist is a fast, free way to understand how your customers and potential customers are interacting with search engines and your website.

7 WAYS YOU’RE WASTING MONEY ON PAY-PER-CLICK ADVERTISING

  • Using Broad Match

    “Broad Match” is a match type that automatically bids on ads which are similar to your keywords. While this may seem like a time-saver, it reduces a brand’s control over how relevant ads are to perspective search queries. Broad match is an effective way to waste a lot of money in a short amount of time on terms that may or may not be relevant to your audience, product and or services.  Comprehensive keyword lists beat out broad match use any day of the week in our book.

  • Overbidding

    Spending too much money on costly keywords is often a waste of money. Overbidding results in unnecessarily high Cost-Per-Click.

  • Underbidding

    The opposite of overbidding. Paid search advertisers that underbid allow competitors to outrank them. If you are underbidding you’re missing out on opportunities for brand and product awareness.

  • Not Using Enhanced AdWords Features

    There are a lot of great AdWords features which help make campaigns more effective. Make sure to leverage Dayparting, Sitelinks, Location and Click-To-Call Extensions to improve campaigns.

  • Not Using Analytics & Tracking Data

    Following the performance of your campaign helps with account optimizations, including budgeting.

  • Failing to use Location Targeting

    AdWords enables users to limit locations where ads are served. Failing to do so can result in irrelevant clicks and wasted spend.

If you believe your brand or account manager is less than efficient with pay-per-click advertising, use our AdWords Grader to get a free assessment.

The AdWords Grader analyzes campaign keywords, match types, quality scores, negative keyword usage, industry, longevity.

Analyze PPC Campaigns 

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