Pay per Click (PPC) advertising is an exceptional way to drive traffic to websites.
It allows you to feature your ad on search engines, making your ad clearly visible to people searching for your products &services.
It is a resourceful and effective way to advertise, it can become costly if the wrong people are clicking on your ads.
In this article, know what are the common mistakes marketers make in their campaigns and avoid these to save a lot.
1) Number 1 position Fight
Advertisers always fight with each other to ensure that their ads make it to the top spot. Because they think that being on top defines the success of their campaigns.
But, being number one on any search engine isn’t always the best strategy.
It’ll surely increase your chance to let people click on that ad, but it won’t end up earning your potential customer. And, the ads on position 2nd, 3rd and 4th frequently get more clicks, with the cheaper cost per click (CPC) and better conversion rate (CTR).
So, reduce your bids to be placed at number three, four or five, to help you save costs and be more effective.
2) Avoiding Location Settings
Location setting is important if your business offers its services or products locally.
As a marketer, you need to target different geographic locations with particular ads which get more qualified traffic. You should make sure that your location settings are correct at the campaign level. You will certainly get a higher click through rate (CTR) and thus, a lower CPC.
3) Using Broad match
Broad match keywords are essential for any PPC campaign. And, bidding heavily on broad match keywords is a common mistake.
For example- If you sell woman’s red dress and only women’s red skirts, bidding on broad keywords like dresses would be pointless. Ensure your keywords are related to your business and correctly reveal what you sell.
Broad match keywords certainly lead to a low click-through rate. So, be careful not to reach too far and use exact-match keywords.
4) Not improving your Quality Score
Quality score is a metric that reports the historical and relevance performance of your campaign (keywords, ads and landing pages).
It can either make or break your campaign. Average Quality Score is a very good analyst of overall account success, as it openly affects your rankings and cost per click (CPC).
It acts as a warning to let you know when you need to optimize your campaigns. So many factors can lead to negative quality score.
There are a number of factors that define the Quality Score such as:
- Click Through Rate (CTR)
- Keyword Relevance
- Ad Text Relevance
- Landing Page
- Historical PPC Account Performance
5) No Product Images
If your e-commerce ads do not have product images, these will not attract customers. Your customers obviously want to see what they are purchasing.
Image ads attract people’s attention with color and pictures. You must have the rights for the images you wish to use in your ad to avoid copyright issues.
6) Missing Calls to Action
Don’t underestimate the power of your CTA. Every ad should have a clear call to action like ‘Buy Now’, ‘Free credit’ inspiring users to complete the action you want them to take.
The right CTA could mean the difference between searching and buying.
7) Inappropriate Landing Page
When people click on your ad, they should get directed to a specific landing page related to the ad copy.
Create a separate landing page specific to each ad you create, because your landing page will finally seal the deal in PPC.
If your visitor clicks on your ad, they will get navigated to a wrong landing page, and being confused might leave immediately.
So, it becomes essential for you to use correct landing page and also, maintain relevance between keywords, ad copy, and the landing page.
Learn from real practitioners not just trainers.