PPC Defaults to Watch Out for
14/05/2012
In the world of pay-per-click advertising, there are some default settings within the Ad Networks to keep in mind. You need to make sure you are clear on these if you are going to make informed decisions about your PCC.
There are several default settings in both Microsoft adCentre and Google AdWords to watch out for.
For instance the locations tab in the Microsoft AdCentre is set to international, meaning your ads will automatically show worldwide. So if you want a more targeted campaign then make sure you pick the specific locations where you would like your ads to show.
There are also some potentially unhelpful location defaults in Google AdWords. There is an issue with the AdWords location setting grouping America and Canada together. If your ad is displayed in Canada and you don’t ship goods there, this could be an issue.
Also, the exact keyword match in Google AdWords isn’t as exact as before. Now by default new campaigns group together plurals, misspellings and other close variants of a word. So if you have slightly different variants of keywords separated that all perform slightly differently, you will want to make sure you have this default switched off.
There is also a potential chance to waste money with your Google AdWords campaigns by advertising on the Display Network by default. If you don’t want to do this then you have to uncheck the box in Network settings. As a rule, ad campaigns should be kept separate for Search and Display because audiences are different.
So when creating a PPC campaign, or managing your current ones, make sure that you check your settings to see that you are not doing anything by default that could be damaging your campaign or wasting your pay-per-click budget.
Cornish WebServices can advise you on PPC or manage your online advertising campaigns to make sure that you are making the most of your PPC budget. We are internet marketing experts who bring great PPC results.
