Avoid These 6 Common Mistakes in PPC Campaigns to Boost Your ROI
By now, you are certainly aware that digital marketing is one of the most effective ways to promote your business. With hundreds of millions of people spending much of their day almost entirely connected to an online device of one sort or another, you have a captive audience right there waiting for you. The key is to be able to get an effective message in front of the very type of individual you are hoping to target with your own products and services. That might seem difficult, but recent technological advancements have been made it easier than ever to build your business using PPC marketing.
Depending on the nature of your business, there are actually multiple ways to promote yourself digitally. One of those involves pay per click campaigns. The key principle here is that most people today begin their search for something online. They will type in what they are looking for within a global search engine, such as Google. The results will then pop up and they will begin clicking on sites to see how relevant they are to what they are really looking for. The vast majority of people will never move past the first page, so it is important that you are there in front of them.
If you can get a concise message on the top page of a search when someone is looking for you, they may very well click on it and be taken to your site. It is at that point that you will be charged for the privilege, so you want to make sure that you are working to maximize this opportunity. To help guide you, consider the following six common mistakes made in PPC campaigns that you will want to avoid in order to boost the return on your investment.
Using Keywords That Are Misguided
If you are not sure what is meant by keywords, this is going to be an essential section for you to pay attention to. Keywords refer to the actual searches that people are making. Users will tend to use the same words or phrases over and over again when conducting a search in your area. As such, you will want to know what these are and how they apply to your particular business. If you can use the right keywords or phrases, then you are going to be more likely to appear in front of the people you are hoping to reach. To do this, you will want to research the keywords that are relevant to your organization. There are sites online that can help you to do this. You want to identify any negative keywords as well and avoid those, This will help ensure that you are actually spending money on ads that are reaching the right people.
Not Being Clear Who Your Audience Is
You do not want to just rush into a pay per click campaign. You first want to identify exactly who your intended audience is. Where do they live? What is their background? What are they searching for? These are just a few of the questions that can be used to guide you in your quest to nail down exactly who your intended audience is. You should know what age group people to target, what they are interested in, what social media resources they make use of and more. Anything that is relevant to your particular business, you will want to include that in your determination of who your audience is. When you know this, you will be able to nail down specifically who your message is to appear in front of.
Making Spelling and Grammar Errors
It seems that people today are not making proper use of spieling and grammar anymore. There is a whole new language, for example, when it comes to texting. Creating your PPC campaign, however, is not one of those times when you want to toss conventional rules out the window. On the contrary, it is important to focus on having impeccable spelling and grammar in your messages. You want to catch the attention of your audience with a clearly worded and articulate message right off the bat. Many people will not take you seriously if your message is riddled with errors.
Failing To Have An Effective Landing Page
You want to keep in mind at all times that users will be taken to a particular webpage that you specify once they click on your ad. You want to make this count. Too many PPC campaigns direct individuals to a landing page that either does not exist or really has nothing to do with what the message was about in the first place. This is just wasted money. The user will just click away from the site as quickly as they arrived, never to come back again. Make sure that your landing page goes hand in hand with the message that you are sending. This is how you will maximize the ROI of your business investments.
Not Tracking Your Results
If you really want to know how you are doing with anything in life, you want to make sure that you have some way to track the results. A PPC campaign is no exception. You will want to make use of some type of analytical tool in order to know exactly how effective your campaign is. This will enable to make tweaks to the campaign, while keeping things intact that are working properly. If you do not do this, you will not have any way of knowing whether or not you are reaching your intended audience. You will also not have any way of knowing who is actually clicking on your ad. This is important because you want to have a way to follow up with them after the fact. It is also important to know when most people are clicking on your ads so that you know where to invest your energy and money the most.
Failing To Notice Trends That Are Developing
Businesses change, and so do the industries that they are in. This means that new products and services come around all the time, and you need to be aware of them. You will want to shift your PPC campaigns from time to time in order to take advantage of this knowledge. You will want to use current events to your advantage. Include them in your ads and keywords in order to attract the type of audience you are looking for. Use your ads to capitalize on the latest trends that have anything to do with your business.
If you can understand these six errors and work hard to avoid them, then you will be well on your way to a successful pay per click campaign. This can be a cost-effective way of attracting new prospects to your website each month, but you do need to avoid above and other costly errors in doing so. You do not want to be paying for clicks made by people in another country, for example, if you only have a local business. In order to maximize the return on investment that you are making in this area, you want to make sure you are being as effective and targeted as possible.
Now, that you know the cost draining errors of effective PPC campaign, you are step ahead of your competitor in reaching the right customers through paid Ads.
Good luck with your PPC ads !!
Sam Makwana – VP of Marketing at Traffic Radius
“I am a passionate digital marketer with a creative and analytical mindset. My skill lies in adopting a holistic approach and designing solutions based on the latest marketing trends and web paradigms. With my knowledge and understanding of the various elements of SEO, I believe in adopting an integrated approach for devising effective strategies.”