Pay Per Click or PPC can be highly beneficial for driving up traffic and increasing conversions if done right. The last part is very important because even a small mistake can cost you a lot of money. This is not the internet from ten years ago: the competition is tougher, the audience is smarter, and the stakes are higher. Google and Facebook are still dominant in paid advertisements online. The PPC investment increased yet again in 2017 coming at $10.1 billion from over 7 million advertisers across the world. This goes to show that such campaign still work. However, you need to avoid certain pitfalls in order to be successful:
1. Burning Through Money By Going In Without A Strategy
PPC campaigns of all the marketing campaigns need a clear cut strategy. No matter how experienced you are with AdWords, if you just go in without a proper strategy designed for your particular brand, you are going to end up wasting your time, energy, and money.
How do you go about creating the right strategy? The first thing you need to do is identify your audience and define your goals. If you do not know these two things, how do you plan on using the right keywords and writing the most compelling copy?
You need research driven data to create personas, have a solid strategy, and test it repeatedly.
2. Appearing In Irrelevant SERPs (Not using negative keywords)
There is a lot of talk about the choice of keywords. Everyone is searching for the right keywords. However, even with those keywords there is a bit of a trap. When Google phrase-matches or broad-matches with keyword search, it can sometimes lead to irrelevant results. Obviously, you do not want to pay for such results.
The key to avoiding this problem is negative keywords. Google allows you to have negative keywords that you do want to use for your PPC campaign. You can ensure that your PPC campaign appears only in relevant searches thanks to the negative keywords.
3. Not Testing AdRank Enough
Naturally, you would think that the best AdRank position would be the first one especially for your branded keywords. However, for the best conversion rate possible this ranking may not be ideal. Research shows that customers who are more likely to make a conversion will not just look at the top result. They will also look at the second and third as well.
For this reason, you need to test which position works best for you. You need to test all three to find which one converts more and then stay steady there. Split testing will help you find the ideal position of AdRank for your PPC campaign.
4. Poorly Written Copy
Writing the copy for a PPC campaign is not easy. You have very limited space to fit in all the essential information. Your copy can make or break the chances of a customer clicking. It should be concise yet descriptive enough to let the user know what they are clicking at.
It is tough and you might need a professional copy writer to write the best copy for your campaign. The most important thing here is the headlines. In most cases, visitors will only read that. It needs to be catchy enough, for instance, offer a coupon code or discount. You need to make sure that whoever reads it wants to click it immediately.
5. Ignoring Ad Extensions That Can Improve Contact
This is a mistake most rookie PPC campaign designers make. They simply ignore Ad extensions which is basically another way to improve the PPC campaign. Google has created these extensions to make it easy for your potential customers to get in touch with you. AdWords extensions have a wide selection of extensions that allow you to display things like contact number, location, product prices, reviews etc.
Including such information also adds credibility to your campaign. People would not be as hesitant to click on it. It may even serve as a way to grab the visitor’s attention. What if they are located near you, they will be more likely to click seeing your location.
These extensions are there to make your PPC campaign more approachable. If you are not making the best of them, you are just burning through your PPC budget.
6. Not Optimizing Ads For Mobile
Mobile usage has outrageously grown over the last few years. According to BIA Kelsey, the number of search queries in 2016 on mobile stood at over 113 billion as compared with those on desktop at 85.6 billion. Right now, many advertisers are just pushing their desktop ads on mobile too. They assume that it will work the same way. However, research has indicated time and again that consumer behavior on mobile is very different.
You need to research more and make your Ads more mobile-friendly. Remember how websites were not optimized for mobile and had to be redesigned to better suit mobile devices? Well, you have to do something similar with your PPC campaign. The copy, the extensions, the positioning, all should come together to optimize your campaign on mobile devices.
7. Using Broad-Match On Short-Tail Keywords
You will be wasting so much money if you are making this mistake. For instance, if you are a shoe retailer, you cannot use shoes as broad match keyword. You will end up spending a lot more money than you expected with no conversions whatsoever.
If you want to use such short-tail keywords, use exact match and utilize all the modifiers like location, mobile devices, and ad schedule. This would improve your campaign and not cost you as much.
PPC campaigns can make a difference for your brand and increase conversions if you avoid the above common mistakes. It is a learning process and you will learn new things too on your own. It is essential to keep your eyes and ears open and learn what the data has to teach you. In the end, you want lower costs and more conversions which is why it is vital that you do not make the common mistakes.