Starting to manage PPC isn’t easy. You make your first campaign, get some traffic, maybe even get your first conversion. Then you realize just how much there still is to learn!
Following are three recommendations for every PPC beginner to try.
1. Make use of the Search terms report
One of the biggest mistakes a new PPC practitioner can make is a lack of strong keyword targeting. If you’re bringing in the wrong traffic, it simply doesn’t matter how much time you put into your ad copy, landing pages and offers.
The Search terms report shows search queries that triggered one of your ads, along with data about clicks, impressions and cost. You can use this data to refine and inform your keyword strategy. If a search term is performing well, you can add it to your keyword list and further optimize your ads to capture additional targeted traffic; if a search term is bringing in irrelevant traffic, you can add it as a negative keyword to prevent your ads from triggering for this term.
Failing to identify negative keywords is a surefire way to waste ad spend, and failing to identify potential superstar search queries is going to limit your growth. This is why it’s important to make good use of the Search terms report.
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