Pay Per Click Advertising (PPC), if done correctly, is one of the quickest ways to generate traffic and conversions for the website.
However, you need to be careful in not wasting monies on unwanted traffic to your website. Here are some costly mistakes worth avoiding if you are already running PPC campaigns or plan to start.
Google has time and again stressed the importance of mobile searches in recent times, especially after 2015 when mobile searches overtook desktop searches.
One of the biggest mistakes in PPC is when search marketers set up campaigns and ads with a desktop focus completely neglecting mobile.
If your campaigns are not optimised for mobile, you are losing out on valuable and most possibly, converting traffic. Segmentation, ad text and calls to action all need to be relevant to the mobile user.
Make sure your landing pages are mobile optimised and responsive. Also, use the device targeting options to bid competitively on different devices.
Neglecting Audience Targeting
Another common mistake in PPC is focussing your campaigns on product or brand and neglecting your audience.
Understand your audience profile. Gender, age, location, interests, etc. all play a key role in identifying your target audience the ones who are actively searching for you.
Use keywords and ad copy to target these users and you are more likely to get highly valuable converting traffic to your website.
Not Optimising Your Keywords
Targeting a mix of specific and long tail keywords is the best way to have a cost-effective bid strategy. However, a lot of marketers make the mistake of being lured by the “popular, expensive keywords”. Using long tail and negative keywords will get you traffic that is more relevant and useful for the business.
Also, it is not always necessary to compete to be at position 1 in ad results. Analyse your performance and historic data, you will be surprised to see that the number 2 and 3 positions at times give you better ROI results.
Inadequate Ad Copy
Focus on targeting and other technical aspects of PPC is of no use if your written word is not good enough to attract the audience. You need to have an excellent and engaging copy that stands out and lets the audience know how you are different from the competition.
The biggest mistake in this regard is not using all the available fields for copy and also ignoring ad extensions. You have a limited ad format to attract the audience and you need to make the most use of it.
Include details that will differentiate you, help people make an informed decision and establish confidence in your offering.
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