04th August 2017

Most businesses and advertisers use Search Engine Marketing (SEM) these days and indeed there has been a 72% increase in expenditure on it in the last three years. This is hardly surprising as thanks to most people owning a smartphone, the number of daily searches has increased beyond all imagination. In fact, the majority of searches are now carried out on mobile devices such as smartphones or tablets so this needs to be central to your thoughts.

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Placing your adverts in the right place and at the right time is more important than you may think and this is one of the key ways to generate more revenue. However, sadly many businesses and advertisers lose thousands of dollars annually by doing this incorrectly. Today we will point out some of the common mistakes that are made in a hope that we can stop you wasting money.

  1. Make your landing pages mobile friendly

We have already established that the majority of searches that are done online are done on mobile devices. Therefore, it should go without saying that it is vital that your site appeals to mobile users. Not only that, Google now penalises sites that aren’t mobile friendly so it is absolutely vital that all your landing pages can be easily viewed on mobile devices. Make this a priority before you consider doing anything else with your website.

  1. Negative keywords

Negative keywords can lead to your ad not being shown and restrict those who may see it when they type in a certain phrase. This creates what is known as a negative match. One commonly used negative keyword is “free” something that many of us use. Including this simple word is likely to reduce your ads impact significantly. Try using Google Keyword Planner to reduce your use of negative keywords, they are more common than you think!

  1. Ad themes and landing pages not matching

It may sound obvious but it is very important that your landing page matches your advert. For instance, if you are advertising ‘Halloween outfits’ a link to ‘Christmas outfits’ would negatively impact on your ad. Like everything else on your website, it is important to keep things as relevant as possible to avoid frustrating potential customers. Sadly, this is where many people go wrong and end up wasting large sums of money.

  1. Difficulty in navigating around your website

There is nothing more annoying than not being able to find what you want on a website. This is tied in with the point above, but make sure that your website is easy to navigate. Failure to do so will result in a high bounce rate which will once again damage your rankings and lead to money being wasted.

At Leapfrog Media, we can assist you with all aspects of your SEO and this includes SEM. We understand the potential pitfalls and we will ensure that your website doesn’t fall into any of them. We offer a variety of packages to suit your business’ needs and requirements. If you would like more information about our SEO services, please contact us for more details.