Posted by Scott Clark @ 8:30 pm
PPC waste example - don’t do this!
Filed under: Optimization
May
13
2006
13
2006
We need some new carpet for our Sienna so I popped online and found an ad that looked pretty good…. and what do you know, blog material! Here, a classic case of broad match and a lack of negative keywords.
This merchant has put up a shotgun toyota parts campaign - but doesn’t sell interior parts, at least from what I can tell. My query gave them plenty of chances to negate it - and save the $1.50 or so my click cost them. I’ll bet that with an hours’ time investigating it, we could come up with a list a few hundred terms long that would chop 20-30% off their PPC spend without having any negative effect on performance.
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16
2006
Amen! Perhaps they’ve never seen the negative keywords tool. At the very least add a search box right there to help save some of that traffic…