Discover how to avoid expensive common mistakes made in pay per click advertising (Google Ads, Bing Ads (Yahoo / Microsoft Adcenter and other PPC ad platforms), to slash your PPC campaign costs and to maximize conversion rates, ROI, and profit!

1. Business Owners:
Do You Make These
Costly Mistakes
In PPC Advertising?
How to Avoid them To
Slash Ad Costs & Increase
Conversion Rates & Profit
© ConvertMoreTraffic.Com

2. 1. A product, service, or other resource that people
want.
2. Targeted traffic to your website.
3. A website which cost-effectively converts traffic
into phone calls, email leads, subscribers, sales,
downloads, or other profitable actions that you
want website visitors to take.
3 Top Factors for Online Business Success

3. Pay per click (PPC) advertising - such as through
Google Adwords or Bing Ads - can be one of the
best sources for driving highly targeted traffic,
prospects and customers to your website.
Consider just some advantages of PPC advertising...
Advantages of PPC Advertising

4. • You only pay for results: When someone clicks on
your ad.
• Results are trackable and measurable, so you can
expand on what's working, - and improve, reduce,
or eliminate what isn't.
• You can control when your ads are shown, to
reach targeted prospects and customers at the
exact time they are looking for you.
Advantages of PPC Advertising

5. • Your ads can start drawing laser targeted
customers and prospects to your web site quickly -
literally within minutes after account activation!
• There are other advantages to PPC advertising
that combined make it one of the most powerful
advertising platforms on the planet - with Google
Adwords being the absolute best, and Bing Ads
trying to catch up, in a distant second place.
Advantages of PPC Advertising

6. As the founder of the
Convert More Traffic PPC Management Service, I've
seen certain costly mistakes made over and over
again in our new clients' Google Adwords and Bing
Ads accounts, discovered when or before we took
over managing them.
Let's dive right in as I reveal the 1st of these costly
PPC advertising mistakes...
PPC Advertising Mistakes Can Be Very Costly

7. An important element of PPC success is relevance,
defined as how closely the elements of a PPC
campaign relate to what people are actually
searching for. The more closely related, the more
the relevance, and vice versa.
A number of PPC mistakes relate to a lack of
relevance. Google Adwords, Bing Ads, and other
PPC systems often reward relevance with better ad
positions, more impressions, and higher quality
scores, at a lower average cost per click.
Mistake #1: Poor / Irrelevant Keyword Selection

8. Therefore, selection of profitable keywords involves
choosing the most relevant keywords that people
are likely use to find the product, service, or other
resource you're promoting with PPC advertising.
Mistake #1: Poor / Irrelevant Keyword Selection

9. Standard (regular) broad match tends to be too
broad, generating too many irrelevant clicks.
Negative keywords can be used to weed them out,
but it takes time and expense to discover and add
them.
Modified broad match is a keyword match type
available in Google Adwords and Bing Ads, which
lets you specify that certain words must be
included in search terms to trigger your ads.
Mistake #2: Using Regular Broad Match
Instead of Modified Broad Match

10. To create modified broad match keyword terms,
just add a plus symbol (+) in front of one or more
words in a broad match keyword. This reduces
traffic from a keyword but it can weed out many
irrelevant clicks and increase relevance and
clickthrough rates (CTR).
There are a couple of exceptions when it can be
advantageous to use regular broad match, perhaps
only in certain campaigns or ad groups...
Mistake #2: Using Regular Broad Match
Instead of Modified Broad Match

11. A couple of exceptions when it can be
advantageous to use regular broad match include:
a. To discover new keywords which may be
relevant but that you're not specifically bidding on.
b. When the volume of clicks and impressions is
very low. For example, when targeting a small
geographic area, or targeting a small niche market.
In either case, be sure to make judicious use of
negative keywords.
Mistake #2: Using Regular Broad Match
Instead of Modified Broad Match

12. The more relevant the keywords are to the ad
copy, the more likely searchers will click on the
ads, and earn other rewards for relevance.
But all too often, PPC advertisers put too many
diverse keywords into just one or a few ad groups,
making it difficult, if not impossible, to write highly
relevant ads for such keywords.
Mistake #3: Not Segmenting Keywords Into
Smaller, Tightly Themed Ad Groups

13. Grouping closely related keywords into smaller
focused ad groups makes it easier to write much
more relevant and better targeted ads and landing
pages.
Google Adwords' recommendation is to use from 5
to 20 keyword terms per ad group. For high traffic
keywords it can be advantageous to use as few as
one per ad group.
Mistake #3: Not Segmenting Keywords Into
Smaller, Tightly Themed Ad Groups

14. Top PPC ad platforms such as Google Adwords and
Bing Ads allow testing of multiple ads, which can
reveal which work best at generating leads, sales,
and other conversions.
You should continually test at least two ads per ad
group, and continue the process to try to beat your
winning control ads. Tip: I've developed a free
online tool for creating and multivariate testing 9
Adwords ads, called: Adwords Maximizer.
Mistake #4: Not Testing Multiple Ad Variations

15. For best results you'll need to know the exact
keywords and search terms which trigger your ads
and generate conversions. This information will
enable you to expand on what's working, and
improve, reduce, or eliminate what's not.
Conversions can be tracked using conversion
tracking code provided by PPC platforms, or with
Google Analytics. (Yes, redundant tracking can be a
good idea.)
Mistake #5: Not Tracking Conversions, Down to
the Keyword Level

16. There are many profitable advantages you can gain
by using web analytics, whether you use PPC
advertising or not. The sooner you start using it on
your website to start collecting the valuable data
that can be used to improve your web site
marketing efforts, the better.
A free and powerful web analytics tool I most
highly recommend is Universal Analytics, the latest
version of web analytics offered by Google.
Mistake #6: Not Using Web Analytics

17. Google Analytics Conversion Goals can be used to
track how well your website (or app) persuades
visitors to take the most profitable "macro" actions
you want, (such as sales transactions), as well as
"micro" actions that lead up to them (such as
email newsletter signups). You should use
analytics to measure both macro and micro
conversions, to get a more complete picture of how
visitor activity is contributing to the success of
your web site.
Mistake #7: Not Setting Up Google Analytics
Conversion Goals

18. Assigning monetary values to Google Analytics
Conversion Goals - even for non-commercial web
sites - can be valuable for comparing how well
various traffic sources and site pages generate
conversions based on their worth to your business,
so you can focus on the highest value conversions.
If you have a transactional ecommerce website, it's
best to use the e-commerce tracking feature of
Google's Universal Analytics, since it uses actual
transaction data.
Mistake #8: Not Assigning Values to Your Most
Important Conversion Goals (or Not Using
Ecommerce Tracking)

19. Linking your AdWords account and Google Analytics
can provide a much clearer perspective of
customer behavior, from ad impression, to click, all
the way through to the point of conversion on your
web site. When you've linked Analytics to Adwords,
analytics data will be imported into and available
in our Adwords account which can then be used to
improve business results by optimizing your
Adwords campaigns.
Mistake #9: Not Linking Google Analytics to
Your Adwords Account

20. Web site conversion rates can be improved just by
increasing traffic quality through smart PPC
campaign management. But as mentioned earlier,
targeted web site traffic is only one of the top 3
factors for online business success.
If you're not improving your web site to get more
visitors to take the profitable actions you want
through proven conversion rate optimization
methods, you're flushing a lot of wasted profit
down the drain.
Mistake #10: Not Optimizing Your Web Site's
Conversion Rates

21. It's common for website owners to assume their
site has gotten "stale", and that a slick new
redesign will improve conversion rates. After
considerable time, effort, and expense, they launch
their flashy new site to the world - only to be
disappointed by the results.
It's wise to take a structured approach to web site
(or page) redesign, testing and measuring key
metrics as you go, to ensure that changes have a
positive impact on conversion rates.
Mistake #11: Making Website Changes Without
Testing & Tracking Their Impact on Results

22. Chances are, if you're running any PPC campaigns,
you're likely making at least some of the money-
wasting PPC advertising mistakes I've revealed
here.
The good news is, I guarantee that if you avoid or
fix them you can get much better results, at less
cost!
Oh! Just one more thing before we part ways...
How Many of These Mistakes
Are YOU Making In PPC?

23. • Discover even more PPC advertising mistakes and
avoid them to increase traffic, conversion rates,
and profit with: PPC Nightmares
• Too busy to keep up with constant PPC changes
and to manage your own PPC campaigns? Hire our
professional: PPC Management Services
• Troubleshooting and help to solve your PPC
Nightmares: PPC Account Audits
• Learn how to manage PPC professionally, with
my: PPC Coaching
Check Out These Other Resources to Maximize
Your PPC Advertising Profits...