by Brandy Eddings

This is a guest post by Brandy Eddings.  She is one of the brightest young minds in paid search and SEM. She is the owner of New Edge Media, an SEM company based in Texas. She is also speaking at Scary SEO in October.

Duplicate Keywords = Too Many Players on the Field

Use the duplicate keyword tool in the AdWords Editor to identify and delete the lower performing keywords. Having keywords that compete with each other will lower your quality scores and cause you to have higher CPC. Just as in a football game a coach does not send the entire team out for every play.

Unrelated Landing Pages = Incomplete Pass

Make sure each keyword is directed to a relevant landing page that has content supporting that keyword. Visitors will not search your website for what they are looking for. They will simply hit the back button and try another ad or link. Make it easy for the visitor to find information they are seeking and a clear way to purchase, call or submit a form. As in a football game the quarterback is not suppose to just randomly pass the ball in any direction, aim is key.

Competitors Bidding on Your Brand Name= Interception

Keep a close eye on your brand terms and make sure you do not allow your competitors to gain a higher position for your own company name. Many of the highest converting terms come from competitors brand names. Just as in a football game the worst thing that can happen is to have a pass intercepted and the other team to score a touchdown on your play.

Weak Ad Text = False Start

Make sure your ad text is compelling and relevant to the keywords in the Ad Group. Try to make your ad text different from the other ads that display for those keywords, stand out. Give the searcher a reason to choose your ad, some type of point of difference. Offer a discount or stress the quickness or easy of your site’s usability.

Broken Links = Fumble

Test your landing pages and form submission process to make sure everything works properly. You do not want to find out after spending $2k on clicks that your contact form is not working.