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Advice offered on avoiding PPC mistakes

Advice offered on avoiding PPC mistakes Search marketers have been offered a number of tips on how to best avoid the most common pitfalls associated with Pay-per-click (PPC) advertising.

Writing for Marketing Pilgrim, Ann Stanley noted that such mistakes include minimising PPC budgets, keeping all Key Phrases in the same ad group or campaign and failing to track PPC conversions.

Selecting a low PPC budget will result in the marketer's ad only being shown intermittently during the day, Ms Stanley said. She advised firms to cut down on bids for non-specific keywords and to get to grips with PPC estimator tools.

Advertisers should also make sure they divide keywords between ad groups with similar phrases that can be closely linked together, while the best way to measure conversions is to ensure the customer lands on a thank you page after purchase, which can then be tracked with the data fed back to PPC accounts, Ms Stanley advised.

According to Marketing Vox, advertisers should do more to remove negative keywords from their online marketing PPC campaigns as they can result in business going elsewhere.

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