At iBoost, we've helped many businesses successfully manage their Pay-Per-Click campaigns. Along the way, we've discovered many mistakes that companies often make when setting up their online ads. We want to save you some time and money by pointing out a few of the most common reasons why businesses lose money when running their PPC campaigns.
Not Targeting Customers by Location
If you own a hair salon in Atlanta, you don't want someone in Los Angeles clicking on your ad. Even if you sell your products and services nationally or internationally, it's still a good idea to target customers in specific cities. A little bit of demographic research can point you toward areas where people are more likely to buy your products. If you sell surf boards for instance, you may consider using geotargeting to attract customers in Honolulu, HI or Santa Cruz, CA.
Using Negative Keywords
Sure, if you're using keywords like "free" and "cheap" in your campaign you will attract people using those terms to search for products or services that you provide. However, is that really the kind of audience you want to cater to? Keep in mind, that you're paying for each click, and if the person going to your website is actively trying to not spend money, then you may be wasting yours.
