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