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Mistakes that small businesses make are popping up everyday. One day you’re aware of something to avoid, and then the next thing you know you did something even worse. It’s important to continually be going back and forth and evaluating some of the mistakes that your company as well as other similar companies have been making—and nothing is full of mistakes like a PPC campaign. Because PPC campaigns are always about testing, there is always room for error.

Top 5 Worst PPC Mistakes Your Business Needs to Avoid

Fortunately, there is also room to learn from these common mistakes. If you’re having a rough time getting your PPC efforts under control, consider some of the things you should avoid to help you feel confident:

  1. 1.     Always sending people to your homepage.

When it comes to PPC, you want to make sure that the page where the ad is sending those who click is completely relevant to the term they searched for in order to find your ad. For example, if you are a company that offers SEO, web design, link building, and even PPC services, your homepage is likely full of a lot of different links and options. If someone searched for the term “SEO services,” send them straight to the page where you discuss your SEO services. This will help avoid forcing readers to navigate around your webpage (and then usually click-off).

  1. 2.     Using too many broad match keywords without using negative keywords.

It is no secret that broad match keywords are a great way to have a successful ROI, but this doesn’t work quite as well if you don’t have a long list of negative keywords as well. You are usually better off using a lot of exact match keywords and a lot of negative keywords than simply opting for the broad match keywords.

  1. 3.     Not making use of the text you have available in a PPC ad.

It’s tempting to say something in your description that was already highlighted in your headline, but don’t do it. Remember that your headline and your description work together and not separate. It might sound obvious, but many companies do this without even realizing. You waste space when you say the same thing twice, so get creative!

  1. 4.     Ignoring testing practices.

Believe it or not, many companies only test certain aspects of a PPC campaign, or they are slopping when it comes to testing. The truth is that testing is extremely important when it comes to every aspect of PPC. You want to make sure you have a plan—don’t run too many tests at the same time, use the correct tools, etc. It’s never a good idea to start a PPC campaign before knowing how you’re going to test its success.

  1. 5.     Not paying attention to your competition.

It’s extremely important that you’re taking a look at the ads put our by your competition. If you’re first but the ad below you is offering something cheaper, you’re not going to get the clicks. In other words, PPC is about more than just getting a good placement.

Although getting started with PPC advertising might seem a bit overwhelming at first, everyone does make mistakes. It’s easy to learn from some of the things you’ve done wrong, so make sure you’re always paying attention and analyzing your strategy to find the way that you work best.

What are some PPC mistakes that your company has learned from the hard way?

Although search engine optimization (SEO) feels like it has been around forever for those new to marketing world, it’s actually a fairly new concept to the majority of those in the workforce. More or less, SEO has. For this reason, some might still be skeptical of SEO. After all, you don’t see immediate results when working on an SEO campaign, and it’s hard to get out of the “we’re doing fine without it” mentality. This can make it extremely difficult for a new employee to convince their boss that SEO is worth learning and using. Is it worth it to even try and convince these skeptics?

YES. One hundred times yes. Even if your company is doing well in terms of sales, SEO will still yield many benefits. Unless you do not want your company to grow, every company should have some sort of SEO strategy. So how to you convince your boss about this importance? Consider a few of these tips to get him/her to bite:

What to Say if you want to Convince Your Boss The Company Needs SEO

1. SEO simply means improving our website for our readers; the search engine perks will follow.

In general, a boss will understand the importance of having a website that is functional for users. If you can put the idea in these terms, you’re much more likely to get an answer. SEO truly is about improving your website for users because it relies so heavily on unique content.

2. Our competitors are likely using SEO strategies.

This is a good time to bring up the fact that it takes months (and sometimes up to one year) to see SEO results. In other words, although your boss might not feel the effects now, they soon will when competitors start seeing results.  Any boss can relate to competition, and no boss wants the competition to have any advantages. Depending upon when you have this conversation, your company’s competitors may already be seeing results, so this is something you can show your boss for some extra ammunition.

3. It is more cost effective and yields better results than pay per click (PPC) marketing.

It’s true that SEO is less expensive than PPC marketing and has better results. So why wouldn’t everyone be doing this? Everyone IS doing it. It’s a slower process and more inconsistent than PPC, but let your boss know that it offers huge long-term effects (something PPC can’t do).

4. Search engine marketing is the future of marketing.

There is absolutely nothing wrong with traditional forms of advertisings. You can tell your boss that you are not saying that he/she needs to stop any current marketing methods, just make room for SEO because more and more people are going to ditch the TV and newspaper and start moving to the computer. It’s happening already with the popularity of Hulu (a place to watch TV online) and online newspapers.

5. You won’t need to do anything. I can take care of SEO on my own.

Many business owners are afraid of SEO because they don’t know the amount of work it entails or how to get started. If you can jumpstart the SEO efforts on your own, this will go a long way for both your company and your boss. Once your boss sees the effects of SEO, he/she will be more likely to want to get involved. It’s going to take a long time to see results, though, so make sure your boss knows this before making any promises.

The best thing you can do is educate your boss on the many benefits. In most cases, any absence of SEO is simply a result of not understand how it works and subsequently not knowing how to make it happen. Most bosses would be open to the idea if they knew it existed, so it’s your job to make it know!