In the right hands, PPC can pay off for marketing professionals in the form of new leads and increased sales for your business. However, a few mistakes and a campaign can quickly drain time and money. Below, we share six of the most common mistakes marketers make in their PPC campaigns that you need to avoid:
- Not Bidding Carefully
When chasing industry-leading keywords, remember this: the more popular the keyword, the better the chance you end up paying more money for fewer conversions. Top PPC best practices to follow include focusing your reach by targeting more specific long-tail keywords. You can also bid for your company’s name—since you won’t have many competitors, this is an excellent way to understand searches at a low price.
- No Consistency with your Site
You’ve run a great ad marketing an awesome offer, and excited audiences are clicking through, ready to make a purchase. However, when they get to your site’s landing page, they see no mention of what you just advertised, or even worse, a dead link. Are they going to stay and search? Probably not. It’s crucial that all components of your PPC campaigns—including the ad and associated landing page—are in sync so your audience can easily act on what you’ve promoted.
- Not Targeting Locations
Companies with national and international presences often skip precise location targeting. The problem? You don’t get the benefit of personalizing your ads to your viewers. Personalized ads result in a higher CTR, and seeing their state or city mentioned in your ad will make your audience far more likely to connect.
- Including the Wrong Information
Stand out from the pack by finding ways to speak directly to your target consumer in a fresh voice. Keep your ads updated and related to seasonal or holiday sales. Your ad will stand out, and users will feel as though you are always up-to-date.
- Ignoring Spam
If a spam network picks up your site, you’ll be able to see it in your analytics. Lots of traffic with a high bounce rate from unclear links means you’re not being seen by real eyes and are therefore paying for useless traffic. Clear these networks by adding them to your campaign exclusion lists.
- Not Measuring Accurately
Have two rubrics for measurement with a PPC campaign—one that tracks searches and the other that tracks content matches—so you have a clear understanding of how people are getting to your ads. Make sure that your web traffic analytics integrate with your PPC campaign so you know which keywords are the most effective in driving users to your site.
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