Even the most experienced marketer makes mistakes while navigating the complicated world of pay-per-click advertising online. It’s enough to give a novice, or even someone who has dabbled in PPC and wants to expand their campaigns beyond AdWords, the willies. Although you can’t avoid everything, here are the biggest blunders people make day in and day out with PPC. Avoid these, and you’ll already be a step ahead of the competition.
1. Being hypnotized by high-volume keywords
Unless you’re a Fortune 500 company, high-volume keywords will clean out your wallet faster than Imelda Marcos on a shoe-shopping trip. Stay away from the high-volume, high-cost words and focus your attention instead on lower-volume ones. For example, in the banking industry, the term “high interest savings account” goes for close to $9 a click, while its distant cousin “savings account” costs only a third of that.