5 Ways to Ruin Your PPC Account
A PPC account shouldn’t be a fragile thing, of course the ups and downs are inevitable, but overall the account should predominantly be stable. However, follow this list and you will lose all semblance of structure and the entire account will crumble before you.
1. No Changes
The PPC market is growing because companies are finding that there is potential for them to expand their business through PPC. This means that competition and the way one advertises though PPC will change, if your account stagnates, it will eventually lose its position.
Some examples of this are that bids will change and might not be adequate, the way people search can change, and ad copy won’t be up to date with the site’s content anymore
2. Too many Keywords in one Ad Group
One of the three definers of Quality Score (that Google shows in the AdWords interface) is Ad Relevancy, if an Ad Group has hundreds of keywords; it becomes increasingly difficult for the keywords to be relevant to the ad and to the landing page.
The number of impressions garnered by hundreds of keywords is going to be really high, and the number of clicks that are acquired usually don’t grow in a linear fashion. Therefore the CTR will decrease.