Last time I was cleaning up, I found my old Nokia. I thought to myself – bingo, the battery lasts 10 days easily, it will still be useful for the mountains. But I forgot that my phone is still locked to the carrier. The classic approach of an ordinary person – I google what to do next. The classic approach of a marketer – I immediately start clicking on ads, looking for a clear phrase, expecting clear results ... (By the way PPC guys, do you also subconsciously click on ads based on the phrase matching the text, not the position of the ad, or is it just me?).
I'm going through the opened windows, suddenly I'm looking at the page of a car service and wondering where I made a mistake. After a while, I realize that I fell victim to a double combination – ambiguous ad text + broad match keywords. Just out of curiosity, how many of you would guess on the first try that it's not an ad for mobile phone service?
This example once again reminded me how important it is to check the Search terms report ... as proper PPC managers we care about quality and we do it regularly :)
P.S.1 – I contacted the car service to adjust it so they don't have to waste their credit unnecessarily.
P.S.2 – If anyone knows how to unlock a Nokia 5310 locked to O2 in the UK, let me know :)
