Avoiding PPC mistakes

Managing a pay per click (PPC) campaign can be complex, but there are some "glaring" pitfalls that businesses can avoid, according to one sector commentator.

Melissa Mackey, in a post for Search Engine Watch, states that the first of these is poor account set-up and that setting up an account which consists of only one campaign and one ad group will damage a quality score and make the account difficult to manage.

She advises setting up multiple PPC campaigns, which allows firms to adjust the settings based on performance.

Next, Ms Mackey notes that not editing account default settings can lead to problems.

"Many PPC advertisers forget that default account settings, especially in Google, are designed to maximise profit for the search engine. This doesn't necessarily mean maximum profit for the advertiser," she says.

Checking default settings should be one of the first things marketers do, she claims.

Finally, Ms Mackey reminds businesses that having all traffic directed to the home page is "almost never" the right thing to do as users will then have to perform a search on the site.

In a recent post for Search Engine Land, Benny Blum stated that scale and efficiency are "crucial" to a PPC campaign.

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