The world of PPC is rapidly evolving with newer updates and more sophisticated features that make it easier to make mistakes.
Marketers should not be ashamed by these errors; we are all human. In fact, the best way to learn is through mistakes, but sometimes mistakes can cost you, especially when you are running a PPC campaign.
Several PPC marketers make mistakes while trying to set up strategies to gain new business and traffic. And if they fail to deliver, they lose business and customers. But you do not have to be one of them. By understanding the PPC mistakes, you will be destined for success.
Here are nine embarrassing PPC mistakes marketers make along with some guidance on how to avoid them:
Ignoring other platforms
Mobile traffic is one of the platforms that is commonly ignored. The world is moving towards more portable devices, but advertisers continue to underestimate mobile users. Though it was complicated to run ads on mobile, Enhanced Campaigns made things easier.
PPC managers continue to ignore mobile traffic as they consider it less valuable compared to desktop. This is despite the fact that mobile users are quicker to convert.
The best solution is to take other platforms into consideration and keep the audience in mind while crafting your campaign.
You lack a strong landing page
You are going to lose users if you direct them to a poor landing page. Remember the landing page is where you are expected to seal the deal in PPC. While your ad may be great, you need to complement it with a good landing page if you are looking to convert.
While you can get everything else correct, failure to have a solid landing page means you will not turn clicks into conversions.
Increase your conversions by investing in a landing page and watch your traffic increase significantly. A great ad backed by a great landing page will give customers a reason to return. A targeted and dedicated landing page will also get your visitors to complete their desired action, which is tied to the ad.
While PPC can be frustrating, it is advisable to stick with it no matter what.
Remember, PPC marketing is a method of communicating with a target audience to try and persuade them into clicking your ad. Every user is going to be different, but with time, you will understand what works best for a different audience. So, stay focused and try implementing new strategies.
Using the wrong keywords
You need to use the right keywords that will be of interest to your target audience.
Using the right keywords will grab their attention and will make your ad valuable. Once you are certain of your target audience, you can select the right keywords for your advertisement.
Displaying ads in the wrong places
You should easily pick your demographic and target based on your audience. Doing so will ensure your ads are shown to the targeted audience and in the right places. Avoid using manual placements for monitoring your automatic placements – if you are going to run your ad on display.
Failure to set specific goals for your PPC campaign
Businesses do not just throw money and expect results; there is always a goal.
Failing to establish a goal for your campaign will mean the advertisements will not have any purpose.
The advertisement should have a goal: whether it is brand exposure or increasing revenue. Keeping a PPC campaign on autopilot should never be an option.
Targeting the wrong audience
You will not get the expected results if your ad targets the wrong audience.
Avoid this by identifying your audience and all other information about them before you make accurate targeting. Targeting the right audience will push your ad further and will increase your numbers.
Failure to optimize for quality score
Google uses an algorithm that some marketers have not been able to break down. For this reason, some advertisers have decided to ignore this metric since they are unsure of how it works.
While this can be frustrating, quality scores can help you with optimization if you are looking to improve your Google rankings. In fact, the Average Quality Score is a good gauge for the performance of your account since it affects your rankings.
Imagine how a potential client would feel when he or she is greeted by misspelled words? Your credibility will be flushed down the toilet.
Worse, judgment will be passed, and this can spell disaster on your campaign. Therefore, when creating ad copy, extra care needs to be taken to avoid minor grammatical errors.
You need to employ care and attention if you are looking to reduce these embarrassing mistakes. Crosschecking or using an automation process can go a long way in reducing them and keeping your campaign on track. In the end, you will have content that is engaging, exciting, and clickable.
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