Everybody makes mistakes at some point — even veterans at search engine marketing. Nobody can be perfect, and mistakes are actually often the best learning experiences to have on the job. This article seeks to cover some common mistakes that seasoned professionals have made to reassure both veterans and novices alike that it’s simple to overcome problems and to know what to watch out for.
These are a few common issues that one may make with SEO marketing and pay per click marketing:
- Budget errors
- Bidding errors
- Network targeting errors
- Misplaced priority
- Lack of knowledge
Errors in PPC Marketing
The first item on the list, budget errors, is a very common issue companies face. This is because PPC allows companies to decide their own budget. As advertisers, it’s their own decision to put up $5 every day or $50,000 as they control the limits of their own budgets. Common mistakes happen when there’s a typo in this number or if a manger neglects to include new budgets to the MDS.
To avoid this error, it’s a good idea to have at least one other person review the entries prior to submitting them; in fact, triple-check them. In addition, remember to reset the MDS budgets by placing a calendar reminder on the last Friday of every month, and this budgeting error should no longer occur.
Nearly every manager of a PPC project has made a mistake bidding before. It’s so easy to accidentally bid $30 on something instead of 30 cents or vice versa, and in either case, it has the potential to suddenly be disastrous at the end of the day. There was a case of manager who attempted to gain traffic through new competitive keywords, but there turned out to be no new traffic due to accidentally setting what should have been $50 to 50 cents.
There is too much potential to totally avoid making a bidding error, but it can help to use a program like Bing Ads Editor or AdWords Editor to be able to review changes prior to submitting them. It is also a good idea to triple-check all campaigns the day after submission to note anomalies before they ruin a budget.
Network Targeting Errors
Google has campaign defaults that can confuse novice marketers, especially when they override the properly set geo-targeting by selecting “All Networks” and “All Countries and Languages” to target.
When it comes to this, the only thing to do is ensure that all employees have the proper understanding of targeting the right settings and check novice work early on. It helps to double-check the settings before allowing them to go live. Once they are live, ensure that the interface and the settings are all what they are supposed to be. Ensure that a report is sent to an email account the day after allowing the campaign to go live so that it is easy to know what to fix when there seems to be traffic coming from the wrong place.
Common SEO Errors
When SEO isn’t a priority, it makes it difficult to allow it to be effective. Consider the differences and the similarities between working on SEO in-house and with an SEO company trained for the purpose. With a web marketing firm, you are always working to prove your value to a potential client while looking to “earn budgets” rather than sending it off to another marketing agency. When going in-house, the same kind of efforts are there except many internal departments strive to get the same budget for their efforts.
Lack of Knowledge
Of course, it is difficult to fully appreciate the science behind SEO and have the ability to efficiently market it when someone does not fully understand how it works and how to make it work as needed. Because of this, lack of knowledge is a common mistake many companies make with SEO marketing.
At the enterprise level, there are thousands of people responsible for handling the many different responsibilities that come with a company website, which include press, social media, design, content creation, content writing, architectural maintenance and technical maintenance. With so many hands on deck, there will eventually be some problems when it comes to figuring out what is good for SEO purposes and where the brand is interested in going on the website.
While sometimes it makes plenty of sense to remove part of a company website and piece it all together so that it properly aligns with a newer image, this can really have a negative impact on the SEO work and the progress that the website has had over the last few years. Without understanding this potential consequence, it is often done without telling the individual in charge of SEO, who is then wondering why traffic and rankings have suddenly died down for seemingly no reason.
Whether it’s a problem with PPC marketing or SEO marketing, there seems to be a very simple solution to avoiding these problems: frequent communication. This does not mean updating a fellow coworker every so often through a line of email; it means always having the door open for communication in just about any kind of direction and medium possible. Speak with the branding teams, the content writers, the IT departments, the senior management, the upper management and with the marketing departments. This list goes on and on.
The reason communication is so important is that SEO is something the entire company needs to adopt and understand as everyone must know how his individual role can directly affect the SEO marketing plan and company performance in turn. This can mean having to undergo training sessions or creating infographics that show the process of every role and the results thereof. Most importantly, it’s important to be proactive for internally promoting the practice, which can lead to one other problem to be cautious of: having enough time after this job to do any SEO work.