Spleling Iz Importent

By Josh Williams on October 27, 2008 9:30 AM | | Comments (0) | TrackBacks (0)
 
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There's a very small, simple, yet very important skill needed in PPC.  What is it?

Spelling

Whether it's a keyword, ad copy, URLs, or what, the simple fumble of a few letters can cause major damage to your marketing efforts.

Scenario #1: Misspelled Keywords

By (unintentionally) misspelling a keyword you miss out on traffic.  Yes, you can harness the power of misspelled keywords, but that's not what I'm talking about here.  I'm talking about mistakes in your main set of keywords.  Who's going to search for Myrtle Beach Glof on purpose?

In PPC, not only are you going to loose out on traffic, you're going to pay more.  AdWord's Quality Score is based on the relevance of the keywords, ads and landing pages with a nice mix of CTR, performence history, and a bunch of other stuff thrown in for good measure.  Misspelled keywords are usually going to have a lower relevancy and lower performance then normal keywords, negatively affecting quality score.  If you've got a strong, conscise keyword list, a simple spelling error can cause you to pay more than you should.

Scenario #2: Mispelled Ad Copy

Stupid.  Period.

Scenario #3: Misspelled URLs

This can be broken into too parts.  First, if your Display URL is misspelled, that falls under scenario #2.

Second, if your Destination URL isn't right, you might as well not run the add at all.  This should be a no brainer.  If searchers click on your ad in hopes of having you fufill their innermost desires (or at least their most pressing) and they get an error message, that's like you telling them that they're stupid and you don't care about them.  Maybe that's hyperbole, maybe not.

A simple mistake in your destination URL can screw things up bad.  Not only is that lost revenue, but how does that reflect on your brand?  It gives the cusomers a bad impression.  It's like running a newspaper ad saying that your store is open until 7pm.  When Joe the Shopper strolls down to the store at 5:30 and finds it closed, he's going to feel decieved and it's more than likely going to leave a bad taste in his mouth.

Conclusion

To sum things up: check your spelling!  Not only will you prevent some potentialy costly mistakes, it transfers well into other parts of your life.  Start checking your spelling and your coworkers will stop laughing at you behind their backs after reading your emails.  You know they do...

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By the way, did u notise anythin?  I bet it was annoying, huh?

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