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PPC: The One-Size-Fits-All Mistake

Posted on January 01, 2014

The One-Size-Fits-All Mistake

When you embark on your first PPC campaign, it's very tempting to try and write your ads to cater to everyone, and include all manner of keywords that apply to all sorts of customers.

Just stop.  That will only work if you sell spatulas.  And it might not even work well then!

Unless you have the simplest product with only one type of customer, there is no one-size-fits-all advertising model that has any great success.  Think about it: ads are on TV, radio, in magazines, on bus stops, billboards etc because (aside from the fact the formats allow different ad content to be delivered) they capture different audiences with different marketing messages.  You too should run multiple versions of your ad with different copy and a tighter selection of keywords to reach different audiences. Why? because you can measure engagement, test keywords, reach different audiences and ultimately use all this information to reduce cost and increase conversions.

Frank has a caryard in Richmond (Victoria).  He made the rookie mistake of thinking he would only need one ad to reach everyone that's a potential customer:


There's nothing wrong with this ad, but with only one ad out there, one would hope it would convert a lot of the people that see it… Here's the hot tip though: it won't.  Like any good stock portfolio should be diversified to balance risk of financial loss, your ads should be diversified to balance risk of customer loss.  Have a look at the following ads and you will get the picture about why to vary your ads:


See what I did there?  Very similar ads, but the keywords are slightly different and the intended audience is different to cater to those people looking for a caryard vs those looking for a caryard in Richmond vs those looking for cheap/discount cars.  This is the best place to start any AdWords campaign as it allows you to gather enough meaningful data to make some good decisions on where to take the campaign.  Any less and you will be wasting your time.

About the Author

James Richardson

Sales Director

James Richardson started his online career by running online Sports Fan sites (luckily none are still online today), with the pinnacle of the site being a write up in the Sunday Herald Sun 'Wired' column.

His professional career began at a ASX listed company, Melbourne IT, where he held various senior roles across the Sales and Marketing teams, before deciding to venture out on his own.

Running several successful online websites and businesses himself, he is well placed at understanding your business needs.

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