A lot of businesses are getting exposed to the internet and the potentials it holds. Businesses, both small and big, are not putting a lot of effort into establishing an online presence and boosting conversions through the internet. But while many businesses are taking advantage of online marketing tools like PPC, a lot more are making costly mistakes.
PPC can be a very effective marketing approach for businesses and brands, regardless of size or industry. The benefits it offers businesses are worth every penny, but not know how to go about it can yield little to no result. This article covers several common PPC mistakes marketers make and how to avoid them.
PPC Mistakes to Avoid
- Not having a clear goal.
Creating a PPC campaign without having a clear goal and target is the beginning of the campaign’s failure. When setting up the campaign, you will be required to answer some questions regarding the campaign goal, and when you don’t know what you are after, you will set up the campaign for the wrong purpose. So, when creating a campaign, start by making your goals clear. This will help you to produce a quality PPC campaign.
- Not using a landing page.
Another costly mistake many marketers make is when setting up a PPC campaign is to not have a specific landing page for the ad. Many businesses just sent the traffic to their website’s homepage, which in most cases, has little information to drive conversions. The thing is, your website Homepage is a generic page that talks about your brand. Targeting a specific page helps you actualize your campaign goals easily without spending more.
- Not tracking results
Tracking your PPC campaigns is a vital thing to do when looking to get results, and unfortunately, this is being ignored by marketers. Tracking your PPC campaign allows you to know what’s working and what’s not working. It also gives you a better understanding of who’s clicking your ads, their location, performing keywords, and other relevant details. Businesses can track PPC ads with tools like Google Analytics. Here’s a summary of how Google Analytics can be of help to businesses.
- Using Broad Match Keywords
Making use of broad match keywords when running a PPC campaign is a very costly PPC mistake people make when setting up an ad. Using broad match keywords eats up a large part of your campaign budget without yielding tangible results. With broad match keywords, you end up targeting other keywords that are not relevant to your campaigns. Rather than use broad match keywords, it’s best to use broad match modified, phrase match, and exact match keywords.
- Not using negative keywords
The absence of negative keywords in your ads can hurt your entire campaign. Using the negative keyword feature allows you to eliminate the chances of paying for keywords that are not relevant to your campaign.
- Not following up the ads
A lot of marketers just set up a PPC ad and leave it to run without monitoring it. This is a costly PPC mistake that should be avoided. When a PPC ad is up and running, it is only necessary to follow it up to know what needs tweaking and corrections. In most cases, no PPC ad was created perfectly. It takes a bit of tweaking and adjustment to get it right.
Avoiding these mistakes can save marketers a lot of money while making their PPC campaigns very effective.