1 Other Unique PPC Mistake

There are so many signs of poorly managed PPC campaigns, from incorrect pricing in ad text and sloppy use of keyword targeting, to even more expensive oversights such as missing action tracking and non existent landing pages.

The indicator that we’ve noticed in this instance is a result of something that should be every PPC account managers friend: The Search Query Report.

Used correctly, this report can identify useful negative keywords, highly profitable keywords (allowing you to isolate them and maximise their exposure) and generally help you to do an awesome job.

Used incorrectly, it can highlight poor account management and present a reason why you should be talking to the experts (that’s us by the way).

So without further delay, let me present our first line up!

2 Other Unique Queries

If you’re one of the above, then feel free to give us a call on 01525 715520 at this point…

If not, let’s continue the carnage….

This is a result of companies running search query reports in Adwords and bulk uploading the resulting keywords, some of which are of course ‘2 other unique queries’ as presented in the ‘keyword’ column of the report. This is why we are highligthing this as poor account management as it shows that this list has either been poorly qualified and interpreted or simply copied en masse.

Of course it’s not only ‘2 other unique queries’, what about 3 or 4?

3 Other Unique Queries

 

4 Other Unique Queries

Ok enough, the examples are endless. But what concerns us here is the size of some of these companies and the money they must be investing in paid search. With issues like this indicating lazy management, we’re pretty confident one of Receptional’s PPC health checks could help them save on wasted PPC spendmeeting our average saving of £0.34 in every £1.

If you are concerned about the management of your paid search campaigns and want to know how you can spend your budget more effectively, talk to one of the experts on 01525 715520.

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5 Comments

  1. Wow this is bad – no self respecting digital agency in the world should be messing up like this. I especially love the DKI powered ads.

    Honestly though I can see how this may happen but if I ever caught my agency or in house team doing something like this I would not be happy that’s for sure.

    Surprised that Google is actually showing ads for terms like ‘3 other unique queries’ – what happened to ‘Low Search Volume’

  2. Great detective work guys, but you should send these companies a letter or email detailing the issue. Could turn into business for you…just sayin.

  3. This is a mistake I’ve seen quite a few times aswell. It’s a real slap-your-forehead-say-doh one.

  4. This is a sin and you guys should email all advertisers and let them know how their agency or in-house PPC team is making a mess of things. On the agency side, it’s usually the junior PPC analyst who is straight out from university looking at the search query reports. Proper training would have helped them eradicate such mistakes.

  5. I know about synonym matches because with my P2A site’s Ultrastats detailed reporting, I can see every search term a user has ever entered that has triggered my ads and sent them to my site. If I don’t recognize the user’s search terms to be any of my keyword phrases, I actually test each of the oddball search terms myself in a Google search to see which of my ads is triggered. If I then decide that I do NOT want Google to apply certain synonym matches to that ad, I must add as many of the potential synonyms as possible to my negative keyword list for that particular adgroup.

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