Pay–Per-Click (PPC) advertising is a great way to gain exposure in the search engines for key terms you don’t rank well for and can uncover a wealth of information related to the search queries your customers are using. However, there are many elements to creating a successful and effective PPC campaign. Here are our top 5 mistakes you want to avoid.
Only Creating One Advert
Your search campaigns should be filled with different ad variations testing what works and what doesn’t work with your target audience. Do ads with monetary value discounts gain a higher click through rate over a description of the product? Does the price in the ad gain more clicks than not revealing the price in the ad? The more testing you do, the more data you will gather which you can then apply to future campaigns.
Not Adding Negative Keywords
This is something we see time and time again. Negative keywords are sets of words that you can tell the PPC campaign to not show your ads on. For example if you sold golf clubs you would want to make sure that you had the broad term ‘car’ as a negative keyword. Many searchers who are looking for the popular VW Golf car could end up seeing your ads for certain queries. Having a smart negative keyword list will reduce the amount of unnecessary clicks and wasted spend on your account.
Putting Every Keyword on Broad Match
While this tactic is one that can be useful in unearthing customers search behaviour towards your product (if you’re a new business example or launching a new product), it can also burn through your budget at an incredibly quick rate. Not only will you spend a lot of money on clicks you will also end up wasting some of your ad spend on irrelevant search terms – especially if you don’t have any negative keywords added.
Sending Everyone to Your Homepage
Sending everyone to you homepage for branded terms is acceptable. If your customers are searching for a particular product or type of product, then you must send them to the most relevant page as possible. Sending customers to your homepage and expecting them to then find the product they have just searched for again will lead to high bounce rates and a loss of potential sales.
Letting Your Account ‘Tick-Over’
PPC accounts are great for marketing professionals. They allow you to test, tweak and optimise your accounts instantly without the need for any design or coding changes. Creating an ad campaign and then reviewing it once a month is simply not good enough. You are spending a percentage of your market budget so every effort should be made to get the maximum ROI on each campaign.
PPC campaigns can drive a large volume of traffic to your website which can turn into leads and/or sales. Get your campaigns set up correctly from the beginning and actively maintain them to get the best possible ROI.