The List of Don’ts
◊ Don’t pay significantly more for first position, 2ndposition is fine too.
◊ Don’t measure success by clicks: look at conversions.
◊ Don’t consider orders as your only conversion point. Look at all the conversion points on your site. Perhaps even increase the number of actions you consider a conversion.
◊ Don’t use a small budget for a campaign with many keywords and national reach. You’ll need a healthy budget to see results.
◊ Don’t overlook the necessity of reviewing PPC results frequently. A month is a lifetime in a PPC campaign. Your campaign should bereviewed once a day at the very minimum. In an aggressive industry, it should be reviewed and adjusted as often as possible.
◊ Don’t pay for PPC bid management services based on a percentage of your advertising spend. This encourages marketers to spend more of your ad dollars without consideration for effectiveness of the campaign.
◊ Don’t settle for campaign reports being provided to you only when asked. You should receive consistent periodic campaign reporting.