PPC AdWords and Bing expert Christine Churchill reviews a number of common errors she finds in her clients PPC campaigns -- and how to prevent them.
First, she cautions viewers not to include both search and content networks in the same campaign, since the types of users are very different. For example, graphic ads work well on the content netword, but not on the search network.
Don't select "broad match" for your search terms, especially if you're new to PPC. She explains the four types of matches now available in Google AdWords: broad, phrase, exact, and negative matches. Broad match, she says, is too broad and sloppy, using semantic matching of what Google thinks might get a click-through -- but it's set for default!
She finds various types of geo-targeting errors, perhaps selecting too large a geographic area to show your ad in -- or too small.
Dayparting or ad scheduling can help a small business when done right, she says. Don't show ads when you're not open for business or don't answer the phone.
If you're trying to reach a particular demographic, make those settings. You may be able to specify male/female or even age groups.
Finally, be sure to use negative keywords -- and a lot of them -- if you're using broad match. It can keep the wrong people from seeing your ads.
Christine Churchill is the president of KeyRelevance, a full service search marketing company based in Dallas, TX. They offer services for clients in organic search, paid search, analytics, and social media. They see themselves as problem-solvers for clients. This interview was recorded at the Search Engine Strategies Conference in San Francisco, August 2010.