The Big Bad List of Expensive PPC Mistakes
26 expensive PPC mistakes of hotels, including the specific mistakes and their corresponding solutions.
Mistake: Throwing together a huge list of generic keywords
Avoid just putting together a big keyword list of terms that are not related to your business. The traffic generated from those is unlikely to lead to sales. Instead, seek to dominate the market for a few, highly specific terms. (How to perform effective keyword research)
Mistake: Only using broad match keywords
Exact matching keywords improves your targeting ability, and usually, performance.
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