PPC Mistakes you Must Avoid
Pay-Per-Click marketing is known to be one of the important factors of internet marketing or we can say digital marketing. It is a form of marketing where the advertiser has to pay to the search engine for every click on the published advertisement. The reason why PPC is admired is because of the success it delivers. With each click, a visitor lands on your website and increases your web traffic. If your ad is placed on the right platform, the chances of genuine lead generation increase. PPC is not only about placing the ad, but it also requires a full-proof strategy for the successful implementation of this campaign. There are many factors that require attention including keywords, the online platform where the ad is placed, Ad relevance, USPs, and much more. Every factor holds importance and must be considered on a serious note. Digital marketing is vast and to put the best foot forward, it is important to seek the help of experts. PPC is another specialized field of digital marketing that requires expertise for efficient & effective performance. But in the process, we might sometimes make mistakes without even knowing them and those mistakes hurt us badly and waste our resources. So, it is necessary to identify them and avoid them as much as possible. PPC mistakes to watch out for PPC without goals One of the most common mistakes done by several businesses is running a PPC campaign without knowing the end goal or what they want to achieve through PPC. The First and foremost thing before starting any campaign or process should be why you are doing that and what you want to achieve. Everyone knows the prime goal of businesses is to generate leads and revenue but, the question is what kind of leads you are targeting. It is important to select the target market before you move forward. Do avoid this mistake as it could be very costly. Implement and leave Another mistake made by most of us is to forget the PPC campaign after implementing it. This is one of the worst scenarios and it must be avoided. Running a PPC campaign requires a lot of hard work, skills, and resources, and if left unnoticed after implementation, all of would be wasted and you’ll get nothing. It is completely wrong to think that PPC will work on its own. Success is not achieved only after stepping on to the first step of the ladder rather it requires climbing at the top of that. Thus, you must monitor the progress of your PPC campaign periodically and analyze where it requires improvement. Doing this will be of great help in achieving what you want to through this campaign. Ignoring negative keywords Using negative keywords is an essential part of any PPC campaign and most of us are ignoring those keywords. If you are confused about what negative keywords are, we’ll help you with this. A negative keyword is a word or phrase that contains your targeted keyword but certainly does not focus on buying the product or service you offer. For example, you produce & sell dark chocolates and have a targeted keyword ‘dark chocolate.’ In this case, the negative keyword could be ‘what are the harmful effects of eating dark chocolate?’ Here, this phrase contains your targeted keyword but does not intend to buy dark chocolate. That’s where negative keywords are necessary as they prevent unnecessary clicks on your ad by holding your ad back for irrelevant searches. This will save the cost of your PPC campaign and ensure clicks of only genuine visitors who are looking to buy your product or service. Ignoring search term report Google Ads account has given so many features to the users that effectively using them can help them run their PPC campaigns effectively and efficiently. One of those features is the search term report that many of us ignore thinking that it is not of much use. That’s where we are missing the trick that could cost us a lot. While running a PPC campaign, it becomes important to know for which search terms we are paying to the advertiser. Whether those search terms are relevant to our business or not. To get details on this, we must regularly check the search term report and see for which search terms our ads are being displayed & clicked. This will also give us a better idea on which negative keywords are costing us unnecessarily and we should use them to prevent that PPC cost. Considering this will also help get insights into the behavior of your audience and landing pages. Hence, you will be able to serve your audience in the best possible manner. Expecting too much with a single ad group Though this point is here in the list of PPC mistakes, yet we do not consider it as a mistake rather it is a lack of knowledge or we can say a bad strategy. What we mean by saying expecting too much is focusing on multiple keywords through a single ad group. By doing this, you will lose the specificity of your ad and won’t be able to drive genuine traffic. With the PPC campaign, it is most important for your visitors to land on the specific page from where they can get exactly what they are looking for and that’s how the success of your PPC campaign will be decided. But on the other hand, if people are landing on the same page for multiple queries then it won’t be of much help for you. For example, if you run a business of apparels then targeting all kids wear, gents wear, and women wear in one ad group will lead the customers to one page only as set by you and this might frustrate people as well. And not to forget, you have to pay for the click irrespective of the condition whether the purchase is made or not. Thus, smartness lies in choosing keywords
How to Increase your PPC ROAS
Businesses spend so much to get the attention of more audiences and expand, and we all know this is necessary too. But, do all get the desired return on their investment? The simple answer to this is no. A good percentage of the budget of businesses is spent on running pay per click campaigns to get more web traffic and ensure better visibility in the search engine results. Many businesses don’t get desired ROAS by their PPC campaign and most of them put their weapons too early that they even don’t want to give it a second chance. Holding a bit back might be a better idea especially for businesses with a very tight budget, as they cannot afford to spend more on the same thing by sacrificing any other strategy. If you have failed to get desired PPC ROAS or are looking to increase it, then this post might be of great help for you. In this post, we will talk about some tips that can help you make ROAS better. But, let us first see what ROAS is. What is ROAS? Abbreviated for Return On Advertising Spend, ROAS is a tactic that identifies how well your marketing campaign is going on and how much you have covered out of your ad spent. This technique is also helpful in providing the data on marketing strategies that are working for you and those are not. Considering ROAS will help you improve those strategies that are not working for you to get something positive out of them. What is the need for ROAS? ROAS is a very important marketing tactic and it is required for the quantitative measurement of your ad campaigns. Considering this tactic seriously will help you decide the budget for your future marketing campaigns and strategize them in a way to drive better results. ROAS data can also help you improve your decision-making ability in matters related to marketing. Let us see doing what will drive you better PPC ROAS. Tips for increasing PPC ROAS Mobile-friendly website It is important for you to understand that having a mobile-friendly is no more a choice, rather it has become a necessity. The goal of pay per click ads is to drive traffic on your website and if your website is not mobile-friendly, you are going to lose a lot of leads. The reason for this is the spike in the number of mobile internet users in the last decade. It is seen that there are more mobile internet users than desktop users. Even people prefer using mobile apps for online shopping than visiting the desktop website. Thus, if you don’t focus on optimizing your site for mobile platform all you will keep doing is pay for ad clicks without conversions. So, make sure that you have a mobile-friendly website that is also easy to navigate. Keep an eye on your competitors If you are going to do something for the first time, taking advice from an experienced person is always a good idea. But when it comes to the PPC campaign, you can either do this by trying some different strategies on your own or by spying on your competitors. If you have a tight budget, then the second option could be the best for you to decide what could work for you and what not. For that, you can use dedicated tools that can give insights into what is working for your competitors in the PPC campaign and what is not. Doing this will give you an idea of what might work for you and the strategies you should adopt while running your PPC campaign. It will also help you find out ads that are not only getting clicks but also generating revenue for your competitors. By getting all these insights, you can plan your PPC campaign in a much better way. Give seasonal offers The best thing to do with your PPC ads is to provide offers and discounts especially when people are willing to make the purchase. What we mean by saying this is to give offers on special occasions like Christmas, Black Friday, Easter, etc. This is the time when most people are on a shopping spree and giving an exciting offer can do wonders for you. This could be a great idea for increasing the return on your ad spend. Keep keywords specific It is the whole game of keywords, as people only click an ad when they find exactly what they are looking for. So, it is advised to be specific while choosing keywords for your ad. This will be very important in delivering better returns. To make it an effective strategy, you can use keyword finding tools to get some unique, specific, and low-competition keywords. With this, you can also optimize landing pages for related long-tail keywords for getting quality traffic on your website. Geotarget your ads Geotargeting is becoming popular day by day among businesses as it not only helps you save PPC cost but also delivers good returns. Geotargeting ads means showing them to the only audience that is present in the geographical area you serve. This will prevent unnecessary clicks on your ads that have the least conversion chances but you still have to pay for them. It is one of the best tactics for businesses with a brick and mortar presence and for those who serve in specific locations. Use Product Listing Ads (PLAs) Product listing ads are also helpful in improving the conversion and hence your ROAS. The reason being the detailed information provided in PLAs thus, it builds more trust among people and the rate of conversion is better. Another key thing about PLA is that it shows the image of the product and that gives a better idea to the audience about the type of product they are looking for. Landing page optimization It is very important to show people what exactly they want by clicking on your ad. Misleading them will downgrade your brand’s
Tips for Choosing Keywords for a Successful PPC Campaign
Success is what everyone wants and they do whatever it takes for that. The times have changed and with changing time competition has become fierce. With tough competition getting success has also become difficult. We are digital beings and having a presence on the digital platform is one of the main factors for a business to succeed. But, competing on the digital platform is not as easy as it looks and it requires a lot of research. Plus, there are lots of strategies and techniques that are required to be used effectively to get the desired results. One of those techniques is Pay Per Click and it has delivered success to many businesses across the globe on the digital platform. PPC is not a simple or small thing that anyone can do it on their own, rather it requires deep research to get the basics right and achieve goals. One of the most important parameters of a PPC campaign is the ‘keyword’ around which the whole campaign revolves. It is necessary to select the best keyword so that you can get the desired results. If your target keyword is not relevant to your business, all your resources and money spent on PPC will be waste with 0 results. How to choose keywords for your PPC campaign Research is must The first and foremost thing that you are required to do is research. It is necessary to find a set of keywords that are relevant to your business and are being frequently searched by people on the search engine. If you don’t do your homework, how will you learn? Another thing that requires attention is that the set of keywords you choose must be relevant to your business and the content that is present on your website. For example, placing your ad for the keyword ‘shoes’ when your business is to provide apparel will be a complete waste. Thus, matching relevancy is a must. Remember, if you are able to gain trust once, it could go a long way. Behave like customers One of the best things that you can do while searching for the right keywords is to put yourself in the customer’s shoes and think like them. Doing this will give you an idea of which keywords customers use for searching the required products or services. Here also, do not forget the relevancy. For this, you can also take the help of keyword research tools to get a better idea and a better set of keywords that customers use on the search engine. If you are managed to get the data of keywords used by people on different devices i.e. mobiles, tablets, and desktop, then it would be of great help. The reason why getting such data is important because it is seen that people search differently using different devices. It is also important to notice that keyword length also varies according to the device used by people. Matching is the key While selecting or using a keyword for your ad, make sure that the phrase present in the ad exactly matches the one that is there on the landing page. Another point to notice is that the wording used in the search keyword must be related to the wording you have used in your ad. Considering this will drive better results. Specificity will be good It is always advised that using a phrase with two-three keywords is always better than using a single keyword for your PPC campaign. For example, choosing ‘Ice cream’ as your target keyword would be very plain as it is a generic term and is used by anyone searching for chocolate, vanilla, or strawberry ice cream. While on the other hand, using a keyword like ‘dry fruit ice cream’ will be more specific and increase the chances of getting your ad clicked. More specific people will find your ad, more will be the chances that people will follow the entire process after clicking on your ad. So, focus on specificity to reap great benefits. If you are specific then it means you are targeted and being targeted is always helpful in getting success. Variations are also necessary People use different search terms for finding the same product or service on the internet and this makes having variations important in your ad group. Considering this will increase the chances of your ad to appear for related searches as well and that will ensure better lead generation. You can also use synonyms in your keyword list to create variations and for better results, you can use a tool to find related keywords. Negative keyword Understanding the concept of the negative keyword is also necessary for the process of finding relevant keywords your pay per click campaign. Negative keywords are those phrases that contain your targeted keyword but their intent is not to purchase the service or products you offer. Thus, it is important to identify those negative keywords and avoid using them in your PPC ads. Doing this will prevent your ad appear for those keywords searches that are not relevant to your business and will save the cost. It’s never over Find relevant keywords for your PPC campaign once does not end your search. Time is ever-changing and so does techniques & technology. It doesn’t mean that a keyword that drives genuine traffic on your website now will deliver similar results after some time. You need to understand that the Google algorithm keeps changing and with that your keywords will also become outdated. Thus, it is necessary for you to keep searching for new keywords periodically to always stay in the game. Keyword search tools will help you a lot in finding the latest keywords for the PPC campaign. The Bottom Line A keyword is the basic requirement of the PPC campaign and if you pick that right, success will be at your doorstep. It won’t be wrong to say that half of the success of your PPC campaign will depend upon the keywords.