PPC Series: PPC campaigns and commonly made mistakes, Part II.
In the first post of this series, PPC Series: PPC campaigns and commonly made mistakes, we discussed PPC campaigns and the following commonly made mistakes:
• Failing to apply geographic targeting to PPC Campaigns
• Lack of keywords in PPC ad text
• Incorrect usage of PPC “Match types”
• Not diversifying PPC marketing spend across multiple PPC platforms
Just as you did before in the previous post, you’ll learn how to prevent and correct PPC mistakes.
Preventing and correcting common PPC campaign mistakes will increase your opportunity to maximize your PPC ROI as well as increase website traffic and conversions.
Let’s pick up from where we left off and identify additional costly and commonly made PPC campaign mistakes.
Failing to capitalize using competitor PPC campaigns
Please do not confuse this section with keywords section. Failing to capitalize using competitor PPC campaigns as a starting point to build and enhance your PPC campaigns is our focus of this section.
Don’t blindly copy your competitor PPC campaigns as your own. Becoming students of your competitor PPC campaigns allows you to identify and understand the differences and similarities shared by each.
Be cautious where PPC campaign traffic is directed
If you want to waste money on PPC and achieve dismal conversion results, one of the best and biggest ways to do it is to route potential customers to your website’s home page.
Because PPC campaigns are centered on unique keywords, PPC campaigns, ad groups and ads should be directed to keyword pages and not a website home page.
In addition, by directing potential customers to unique keyword focused pages, you will be able to better measure the effective of each keyword, ad, and page, making adjustments where necessary.
The ole’ set it once and forget it PPC mentality
Another challenging area for customers using PPC campaigns is not continuously testing ads. As each month passes, customers keep writing bigger checks for less conversions and results.
Most customers have subpar performing PPC campaigns because they don’t test on a regular basis. They will have success with one ad for a period of time, but never test or re-test the ads effectiveness. In addition, customers will tend to create only one ad per PPC ad group.
Continuous PPC ad testing is the most efficient way to increase success rate of your campaign. Start ad testing your PPC ads by placing 3 different ads per ad group. Measure each ad and ad groups overall effectiveness and ROI using click-through-rate or CTR after reaching a set amount of clicks. Once you do this, select the winner for your PPC campaign and wash, rinse, and report every month.
Failing to measure PPC conversions
By far, one of the most baffling things I run across from time to time are customers using PPC campaigns and not measuring.
I say this is baffling because I equate not measuring PPC campaigns, more specifically PPC conversions, much like burning money, literally and figuratively.
If you don’t know how many visitors your ad is sending or converting, then how do you know PPC campaigns are the best way to spend your marketing budget? You don’t, so it is essential to calculate the ROI of your PPC campaign to know which keywords, ad groups and ads are performing.
PPC campaigns with broad keywords
Most customers believe that more traffic will lead to more conversions. That is not always the case when using PPC campaigns. Many businesses will find themselves committing the costly mistake of using keywords that are too broad, leading to skyrocketed costs and negative ROI with no potential customers.
This is not to say that broad keywords don’t have a place in PPC campaigns, because they do. Broad keywords are good for PPC campaigns as they help to display PPC ads quite frequently. However, broad keywords of are no use if they fail to convert sales and only succeed at increasing your website traffic.
Paying whatever it takes to be in the # 1 PPC spot
Most customers are shocked to realize that they should aim for the number one spot when using PPC campaigns.
I’ll admit that you will get more traffic, but sometimes you can gain the same if not more qualified traffic in spots 2-5 and at a fraction of the cost of the number one PPC spot.
And that’s all, folks. That’s all I have for you at the moment. We’ve covered quite a bit over this post and the previous post in regards to PPC campaigns and commonly made mistakes.
Addressing the mentioned PPC campaign mistakes can greatly increase the chances of your PPC campaign being a profitable one. You’’re likely to increase the click-through-rate of qualified website traffic, increase the conversion rate of your website, and decrease your website’s bounce rate.
In addition, you’ll discover cost-effective keywords, especially long tail keywords, to help improve your website’s organic search rankings and traffic.
We want to hear from you about your PPC experience. Have you experienced or encountered costly mistakes in your PPC campaigns?