5 Mistakes to Avoid When Creating a PPC Campaign
PPC ads are one of the top three generators of page conversions. Their cost-efficiency and quicker returns make them a popular marketing choice among marketers worldwide. The total investment in PPC ad campaigns amounted to about 10.01 billion dollars in 2017. The lure of PPC campaigns has become so great that many businesses dive into it without proper knowledge or expertise, which can potentially incur heavy losses.
If you, too, are thinking about using PPC as part of your marketing strategy, here are five mistakes you should avoid to ensure a better return on your investment:
Absence of set goals
Like every other business strategy, PPC campaigns must be geared towards well-defined and time-bound end goals. However, too often, businesses begin and run entire campaigns without a goal-oriented strategy. The result is a waste of time, effort, and money for your business.
How to avoid: Set a specific goal for each campaign and create an action plan around it. It will help you achieve better results with less investment.
An overemphasis on Google
Google is a PPC giant with a 37.2% share of the entire digital market. But it also has the highest competition. If you are just starting out, you can try other platforms to gain an edge over your competitors.
How to avoid: Rather than investing 100% in Google AdWords, try other platforms like Microsoft Bing, which runs on the Yahoo and AOL search networks.
Underutilizing negative keywords
Those who are new to PPC business focus solely on choosing the right keywords, which is essential to reach your target audience. However, most people tend to forget the effectiveness of negative keywords, which refers to the search words you don’t want to be associated with. It helps you reach the right audience quickly and saves money spent on unnecessary clicks.
How to avoid: Carry out comprehensive research on words that are related but not useful to your business strategy. For example, if you are running an ad for fee-based online business coaching, include free to the negative keywords list.
Lack of effective landing pages
Whenever a person clicks your PPC ad, it takes them to a page on your website known as the landing page. People often make high-quality PPC ads to get clicks. However, their landing page is so poorly designed that users leave the website quickly.
How to avoid: Create highly optimized landing pages that catch the users’ attention. A good landing page is pleasing to the eye and has all the information in an easily readable format. Make sure to add prominent call-to-action buttons for better conversion rates.
Poor tracking mechanism
More often than not, businesses create PPC campaigns only to forget all about them. To get high-quality results from your ad campaign, you need to track every activity.
How to avoid: Use tools like Google Analytics to track and measure the performance of your ads and ad sets. Optimize and adapt your bidding strategy for the best results.