Running a Pay-Per-Click campaign has a myriad of benefits, from boosting awareness to increasing conversion rates. It is vital to many companies’ success. However, PPC marketing is not as clear-cut as it sounds. It is a bit tricky to navigate, especially if you are new to the trade.
One common mistake that marketers make when it comes to PPC marketing is neglecting to optimize their ad strategies. In fact, 53% of marketers optimize their Google Ad strategies only four times a year. Others even less so. Mistakes like these can cost you a lot in the wrong run.
In order to avoid confusion and disappointment when running your PPC campaign, it is important to take note of the most common PPC mistakes and how you can remedy them.
Using the Wrong Keywords
The keywords are the foundation of your ads. It is the first consideration that can jumpstart your ad campaign. Without the correct target keywords, your ad campaign will not take off. It must be something that anticipates your audience’s queries. What can your products or services give your customers? How can they benefit from it?
Not all keywords are equal, so simply picking whatever words remotely relate to your business is a big no-no. You must also remember to find a competitive keyword or phrases that your potential customers will likely use when they search, but not too competitive that they will be too expensive and hard to win in a bid.
Your keyword should not be broad that it can attract almost anyone looking for a general product, like sneakers, for example. A lot of people will be searching for it, so the competition is high. You would not want a keyword that is too specific either because then only a few will be searching for it.
An ideal keyword phrase should be a balance between the two. Find the words that can best describe your offering and phrase them in a way that will get you quality leads from your target market.
The Ad Copy Leaves Much to be Desired
An essential element of any PPC campaign, your ad copy should have two objectives: attracting the attention of users and compelling them to click on it. It sounds so easy, right? PPC ads, however, are some of the most challenging copies to write.
For one, there is a set word limit. You are also trying to vie for an audience with a decidedly short attention span. Internet users nowadays have grown wise over paid ads as well, ignoring most of the ads they see, apart from the most eye-grabbing ones.
Don’t despair though. There is a way around those obstacles. First, you must get to know your ideal customers. What do they want? And most importantly, what do they need? Getting into your potential customers’ shoes can help you understand their motivations, and you can then craft your ads by focusing on the benefits that they can gain from it. Your ad must match the goals of your ideal customers.
A good ad copy is created using simple, one-syllable words that are easy to read and grasp. You have only a few seconds to grab the attention of your customers, after all. Most users also prefer number and figures (like prices, specs, or discounts), so including them on your ad copy will lend you more authority.
The Landing Page is Not Optimized
Another mistake most advertisers commit when it comes to their PPC campaign is driving all the traffic to their home page. It’s a generic place that would not give much value to the visitors aside from introducing your brand.
When people search for a product or service, they most likely want information or already have the intention to buy. That is why linking to your home page is a grave mistake because this will confuse them and force them to navigate to the correct page where they can view your offerings. This can tire them out and make them decide to leave.
How to rectify this mistake? Create an optimized landing page that fulfills what your ad promised. If you have shown a buy 1 take 1 offer on a cleansing cream, do not take your visitor to a whole page of skincare products that can overwhelm them. Avoid disappointing your potential customers by being clear on their expectations.
An ideal landing page is clear, concise, and simple. It tells your customers what they are looking for, meeting their query with the information they are expecting. It is also important for your landing page to have a compelling call to action. Tell your customer what to do next. Do not lose the opportunity to lead them through the first step of your sales funnel.
PPC marketing is a work-in-progress. Making mistakes is unavoidable. But if you are aware of them early on, you can make sure to devise ways to avoid them. If it is impossible, then knowing all about them beforehand will help you find a way to fix them.