PPC Series: PPC campaigns and commonly made mistakes.
Quick Summary of Contents
Over a variety of posts, we’ve talked about a number of cost-effective pay-per-click and PPC advertising methods to increase website traffic.
For those of you new to PPC, it is a powerful search marketing method to instantly attract new customers using targeted ads.
Ads are shown to potential customers via advertising networks and platforms. When the potential customer clicks your ad, they are taken to your website in hopes of converting into a lifelong customer.
Businesses spend hundreds and thousands of dollars on PPC and PPC search marketing tools help execute and manage profitable and effective PPC campaigns.
However, most PPC campaigns fail to reach their maximum potential due to a variety of mistakes.
Today’s post will help you gain insight into the common PPC mistakes made when attempting to increase website traffic and sales.
We’ll not only identify problematic PPC strategies and mistakes, but also provide you with a few solutions to overcome PPC mistakes.
Failing to apply geographic targeting to PPC Campaigns
One of the largest mistakes I’ve encountered is customers fail to set the PPC campaign’s geographic target.
The tendency for most customers is that they set their PPC campaign too broad.
When this happens, you waste a large amount of money on non-revenue generating geographic areas that you may or may not be able to serve.
For instance, it is best for small businesses with a local market presence to focus their PPC efforts on local geographic markets such as cities rather than national or global markets.
Unlike smaller businesses, large businesses with a national or global market can focus on large regions and areas of the globe. There are pros and cons to both.
The key is to focus on PPC geographic targets that produce the greatest ROI with the least amount of investment in both time and money.
Lack of keywords in PPC ad text
What is SEO without keywords? The same question should be posed when using PPC. This leads us to the second common mistake of not using effective keywords in PPC ad text. Learn the importance of keywords and how to effectively use keywords in PPC campaigns.
Many times, I have clients who create PPC campaigns based on competitor PPC ads and not fully understanding the importance of keywords. Keywords should greatly influence ad titles, body, and be engaging and easy to read by potential customers.
PPC keyword usage is very much a continuous process whereby you test to no end with a variety of ad title and body combinations to achieve profitable PPC results.
Incorrect usage of PPC “Match types”
One of the largest areas for improvement in most PPC campaigns that can provide instant profitable results is the correct usage of keyword “match types”.
It’s one thing to identify your keywords and customers not in a buy mode using those keywords, yet a completely different story to identify customers in the buy now mode.
PPC match types help target customers in a buy mode and save your PPC budget tremendously. There are three types of match types (Broad, Phrase, Exact).
Most PPC campaigns that are shoveling hundreds and thousands of dollars are using broad match instead phrase or more importantly, exact match type. Study and learn the difference between all match types and when to use each, and you’ll unlock the key to profitable PPC campaigns.
Learning to effectively use all three will help you to target keyword or keyword phrases that not only drive website traffic, but also drive conversions and sales at nominal cost.
Not diversifying PPC marketing spend across multiple PPC platforms
Much like investing, it’s always best to diversify when given the opportunity to do so.
Many times I encounter customers who are solely committed to using only one PPC advertising network or platform as their “bread and butter” for traffic and sales.
The danger in putting all your eggs into one basket is that the rules can change and bankrupt your business at a moment’s notice.
There are multiple PPC advertising networks and platforms to research and choose from.
What’s your PPC campaign verdict?
Where do you stand in regards to your PPC campaign? By now, I’m sure your head is spinning either trying to get a grasp of PPC as a newbie or you’ve identified yourself as a common PPC mistake offender.
Either way, consider yourself fortunate to have the opportunity to reduce the opportunity for such mistakes to happen, or to correct the mistakes and reap great rewards for your efforts.
There are many more common PPC mistakes to discuss, besides the ones mentioned above, that will lead you to greater ROI and conversions while saving money and reducing overall PPC risk. For now, work on the PPC tips above to ensure you are setting yourself up for failure.
In the coming weeks, we’ll post Part II of this discussion about common PPC mistakes made by customers when using PPC to increase website traffic and sales.