Avoid These 8 PPC Mistakes to Generate More High-Quality Leads
In Pay-per-click (or PPC) advertising, companies and organizations are charged a fee when users click on their ads. This type of advertising is a great way of promoting a product, and can be particularly useful for new websites that are yet to attract organic traffic. Since it is a highly targeted marketing method, only users that are interested in your products or services will be attracted to your site. But PPC advertising must be managed in the right manner since any mistakes made can be very costly in terms of time and money.
Here are eight PPC mistakes that you need steer clear off:
1. Excessive use of keywords in a particular ad group
When you use too many keywords in your ads, this might end up reducing their overall relevance. You can start by using fewer keywords and still generate the same number of clicks-and then increase the keywords progressively whenever it becomes necessary.
Generally, using five to twenty keywords per ad group should be sufficient. Note that every ad group must contain keywords that are directly related to the theme of the specific ad group. You do not need to add variations like plural versions or possible misspellings since this will be done automatically.
2. Neglecting to match keywords with the relevant landing pages
Whenever a visitor clicks on an ad that is promoting a specific product, they should be taken to the relevant landing page. If they are taken to a generic homepage or to the page of a different product, they will most probably opt out, never to come back. This means you lose the visitor and the potential sale.
3. Failing to bid on branded keywords
Each account you have must have a campaign that focuses on the keywords of your brands. This is beneficial since branded keywords are usually cheap and they will raise your click through rate (CTR)and quality score. Research indicates that using branded keywords increases conversions by nearly 350%.
4. Not keeping up with new developments
The majority of marketers still focus their online advertising efforts mainly on search and display. Even though these are still powerful ways of reaching the target audience, there are newer methods that may work better Examples of such methods include Instagram stories ads, Snapchat video spots and Facebook lead capture ads.Consequently, it can be beneficial to be flexible and adventurous because your best results might come from an unlikely platform.
5. Leaving out product images
Today’s customers want to see what they are buying, and will be attracted to ads that feature product images.
6 .Overemphasizing on one device
Focusing on one device too much and neglecting others can result in loss of potential leads and customers .Whereas the mobile platform is critical when it comes to marketing and advertising today, it is useful to experiment with various types of call-to-action and conversion flows .This ensures that you maximize on your potential audiences and leave out less people because of the device they are using, for example desktop users.
7. Failing to be location-specific
Your PPC ad campaign needs to be location-specific. This means that your ads should be shown where your customers live and are served by your business. Personalizing your ads in this manner enhances their relevance-and this is especially vital for traditional businesses that serve most of their customers out of physical premises. For example the ads of dentists and dental surgeons need to be seen by people who live in the locality and are served by these professionals.
8. Retaining ineffective ads and keywords
Any keywords and ads that are not working must be deleted so that they do not lower your overall quality score. In addition, ads with low click-through-rates (CTRs) also need to be discarded. Retaining non-performing ads will only raise your cost per click and cost per acquisition. Therefore as you track your conversions, remove the keywords and ads that are falling short of your expectations or projections.