5 Common PPC Mistakes and How to Steer Clear of Them
What’s the evergreen goal for your business? If it’s not getting more customers, then it’s how to make money. And it makes sense, because money and customers make your business go round. To achieve it, there is a need to invest in PPC ad marketing. But to succeed, you need to be aware of common PPC mistakes.
Do your marketing right, and you avoid being one of the 50% of businesses that start and fail. As you know, PPC is the tactic of utilizing search engine advertising or social advertising to display ads in front of people based on targeting and keywords.
Let’s look at the 5 common PPC mistakes and find out how to steer clear of these
Common PPC Mistakes to Avoid
There are lots of platforms for PPC advertising — Google Ads, Bing Ads, Facebook, Twitter, LinkedIn, etc. But because there’s plenty of knowledge associated with all of the different platforms, PPC advertising can get complicated. There’s also a lot of room for error.
And with error comes a waste of budget without netting any customers. That defeats the entire purpose and goal of getting customers and more money. So you need to do your PPC as correctly as possible.
#1 Not doing ad testing
After writing ad copy, don’t make the mistake of creating one version and then running the PPC campaign without testing. The chances are that your first attempt won’t be the best, so tackle that problem early by writing two or three variations and then test all of them.
Make sure you test images and not just ad copy too, especially when you do PPC on Facebook’s ad platform.
There are guides on how to do your ad testing to help you avoid wasted ad spend.
#2 Failing to design a landing page
When it’s done well, PPC traffic will send lots of new visitors to your website. And if you do your targeting right, you will know what they’re looking for. Don’t make the mistake of directing your visitors to your homepage — a very generic place to describe your brand, service, or product.
Instead of homepage, design and set up specific landing pages for each target product and segment. This page is dedicated to giving your new visitors the exact information that they are looking for. You can also do landing page optimization like images, ad copy, and CTA buttons.
#3 Not tracking the correct metrics
If you’re careless, you might end up spending lots of money on PPC campaigns and not understand which ads are working and driving new customers to your business. In general, some key metrics that you need to track include:
- Conversion rates
- Cost-per-acquisition (CPA)
- Click-through rates
- Cost-per-click (CPC)
- Quality score if your PPC campaign is on Google Ads
#4 Targeting broad-match keywords
What’s great about PPC advertising platforms is the ability to hyper-target your potential customers. Are you wondering what a best-performing ad looks like? Those types of ads get really specific when it comes to their audience and keyword targeting.
Unfortunately, a common mistake is using broad-match keywords when you’re setting up campaigns. For example, instead of just going with the keyword ‘car rental,’ go for location-specific keyphrases, like ‘car rental New York.’
The more you’re hyper-targeted with your campaigns, the cheaper cost-per-clicks there are. It’s cheaper than just using broad terms that a lot of brands are already bidding for. It’s cheaper to bid on targeted keywords, and they convert a whole lot better too.
#5 Doing PPC Without Understanding PPC
PPC advertising can be complicated and takes time to understand. There’s a reason why PPC advertising is some people’s full-time jobs (and really high-paying ones at that too), and also why digital marketing companies offer PPC services.
So before you jump into doing PPC by yourself, make sure you do your research. Understand the different platforms, best practices, as well as tips and mistakes to steer clear of. When you spend time training yourself on how to do it, you can save plenty of money in the end.
But if you still find it time-consuming to teach yourself, consider hiring a professional PPC provider to help you.
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