PPC: If It’s Broken, Fix It You decided to open a bed and breakfast because you make the most amazing omelets on Earth. The problem is getting the word out. You came up with a great website design, started your content marketing, and got a Pay Per Click Adwords campaign going, but it seems like the PPC ads are more of a cost than a value. Should you give up on PPC, or is there a way to fix what is broken? By taking a look at what you’re already doing, just a few small tweaks can make the difference between leaking money and making it. Be conservative with bid modifiers. Enhanced PPC campaigns may sound enticing and let you really drill down to who your customers are and where they live, what their buying habits are, when they’re most likely online and other valuable targeting information, but you could be experiencing one of your greatest money leaks here. Each PPC modifier that you employ adds to the next, so simple base bids can get very high, very quickly. It’s best to limit Adwords bid modifiers to one or two at a time that you can monitor and micro-adjust incrementally. Location marketing can be a blessing in terms of targeting customers in your local area, especially if you have a product or service and rely on that base of local customers looking online for what you have. The problem is that Google Adwords defaults the location extension to “people in, searching for, or viewing pages about my targeted location.” This means your ad displays to people searching for what you offer and people in your location. This can add up to a lot of wasted Pay Per Click money. Change your location options to “people in my targeted
location” only, if you are really trying to reach a local market in an economical way. Obviously, the best way to keep from losing money on PPC is to choose the best SEO keywords. If you want to use broad keywords, it would be better not to spend too much money here. It’s like paying a premium price for a generic brand. The better thing to do is choose specific SEO keywords and SEO keyword phrases. It’s also advisable to add a list of negative keywords, in other words keywords you don’t want your ad to display to. You can compile your list of best and negative keywords through experience and reading your search query report. When has your PPC ad displayed to an unrelated search? That’s where you find your negative keywords and save money by adding them to the list. If you aren’t sure where you may be losing money with your PPC campaign, it might be a good idea to have someone evaluate the performance of your Pay Per Click program for you and get some advice on how to manage this evolving process. Stay away from free services, as they typically don’t allow for modifications, which is kind of the whole point of making money with SEO keywords and Pay Per Click ads.