These days the cries of ‘PPC doesn’t work’ seem to be part of the general PPC terminology. Yet they are the same people celebrating how great Facebook ads are. They are both essentially the same thing, just on different platforms and with different strategies. And 63% of all digital marketing is PPC.
That aside, the fact is that PPC is something that continues to work to promote your services and is something that you should incorporate into your business. But there are certain mistakes you may be making that are already making it difficult for you to have any success with PPC.
This guide is going to introduce you to some of the main mistakes you need to watch out for.
Not Doing Your Homework
Did you know that geo-targeted PPC is now a thing? If not, why not? The answer to that is you didn’t do your homework. You need to be aware of where your audience is hanging out and what your audience is doing online. You need to understand your audience if you’re going to reach them.
A great way to know your audience is to take advantage of keyword research tools. A lot of search engines offer them for free. For example, the Google Keyword Planner tool is a ‘must have’ for any business trying to take advantage of PPC. You can use it to find out metrics like competition levels and search volume.
This is an ongoing process. Just because you understand your target audience now doesn’t mean that you are going to understand them six months from now.
Like with any type of marketing campaign, you need direction. Direction only comes when you have a solid goal and plan. You need to setup a series of measurable goals so you know where you are going wrong.
Any goal is valid. It may be related to sales, lead generation, or just general planning. Just make sure that you are using a measureable metric and that you have a timescale so you can bring a formal end to the campaign.
Make sure that you are able to track your progress. Google Analytics is the main tool that you will use for any PPC campaign. The best part is it’s free.
A Lack of Targeting
PPC ads have to be precise if they are going to be successful. These ads have to be specific to overall location, the device being used, and the language of the person. There are many options you can take advantage of to make sure that you aren’t losing a lot of money on ads in a short space of time.
Google is constantly updating its platform, so you are never going to be short of options.
Do You Have a Negative Keyword Strategy?
A negative keyword is a keyword that you don’t want your ads to show for. Many people instantly dismiss this because they don’t believe it can come in handy. This is where they are wrong. It can make a huge dent to ROI, and it provides an extra layer of security.
For example, if you are selling dresses you may not sell every type of dress in the world. A good negative keyword would be anything to do with wedding dresses because you don’t sell them. That means anyone searching for this term won’t find your ads and leave disappointed.
No Call to Action
Both your ads and landing page should have a call to action. The journey doesn’t end until the person has made a purchase, so even when they hit your website you need to be leading them on to the ultimate goal. Google comes with a lot of restrictions regarding calls to action, though.
For example, anything to do with clicking is banned, but specific acts like downloading are perfectly valid. Make sure you check these things out before committing to any call to action.
Conclusion – PPC is All About Testing
The main aspect of PPC is that everything is about testing. You constantly have to test to make sure that you are getting the best possible results. PPC is ultimately a game of trial and error. Even the experts get it wrong more often than they get it right.
Be willing to test and be willing to commit a minimum amount of money to your campaign. Without a testing structure in place, you are fumbling about in the dark and wasting money on nothing.
What are the biggest PPC mistakes you have made?
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