9 PPC Advertising Crimes Caught On Screen!
It’s not hard to find examples of PPC best-practice violations. In fact, it’s darn easy - too many online retailers have sloppy paid search campaigns. As you will see, it’s often the advertisers with big budgets that are “doing it wrong.”
Though these retailers will not be ticketed, fined, jailed or suspended for these offenses, the lost revenue and poor campaign performance they experience may be far more costly.
#9 - Stupid DKI (Dynamic Keyword Insertion)
Big-budget advertisers often bid on so many keywords, they often use Dynamic Keyword Insertion to show the keyword the searcher has queried in the ad text. Good idea, since click through is typically higher when there’s that extra keyword relevance. Unfortunately, many lists are so big they include nonsensical keyword phrases most likely scraped off some keyword research tool that picked up automated rank check software queries.
“Sally Hansen nail polish”
Nothing moisturizes and refreshes the skin like a coat of nail polish!
“home hair cutting”
“Duhahhhh…I was just on my way hair cutting home, officer…” Sounds like Shopzilla’s had a few too many highballs. Guilty on both counts of DKI.
The Key to PPC for Online Retailers
Free webinar: May 15th, 2008, 9am PT/12pm ET
Guest Panelist: Ryan Gibson, Director of Marketing, The Rimm-Kaufman Group
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Original post by Linda Bustos