2008 PPC Learnings

With 2008 coming to a close,have you reflect back regarding your search campaigns in 2008 ? What can you learn and leverage for 2009 ?

Here's some learnings to share for 2008:

Daily Budget:
How better to blow your budget overnight ?
- Setting a newly revised daily budget and going for a holiday, going for a few day retreat, ignoring the budget over the weekend. Get ready to burn off your budget when you try the above mention.

- Bidding on high click through keywords which has zero or very low conversion rates.
- Over bidding on keywords without having taken into consideration of your revenue / profit per conversion.
- Paying for negative keywords without knowing (Failure to run the reports in identifying the negative keywords which are costing you money but zero / low conversions)
- Lumping all your keywords all onto a single ad group when you should be segmenting them individually onto respective relevant ad groups.

ZERO testing:
- Simply just running your only ad copy without any alternative copy in testing which has a better conversion rate. No split / AB testing conducted.
- Which elements of the landing page are better enticing the prospects in converting ? (Call to action button, colours, hero image, form fields, copy content)

Generic Landing Page:
- Simply send all your potential customers to a generic page without a goal in mind; paying for all the clicks but zero conversions. When you should be sending them to respective product / promotions / information page.

Your Turn.
PPC search campaign learnings to share ?


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