Pay-per-click or PPC marketing is a digital advertising model used to derive traffic to the business website. The publisher receives payment from the advertiser when someone, most probably prospective buyers, clicks the ad. But running a successful PPC ad campaign is not that much simple as it looks. It will help if you have a lot of professional expertise to run a successful ad campaign and generate a considerable amount of profit. Still, some marketers make a few PPC mistakes, which ultimately affects the success of their business. By knowing and working through specific mistakes or potential mistakes, we can make sure PPC gets a fair shot, reaches its full potential, and isn’t written off or siloed away into a corner of the digital marketing or marketing team’s budgets.
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The following are some common mistakes that the advertisers are making, which can ruin their PPC trends.
- Not defining your success
If you do not define what looks like success to you, you can’t make a rational decision for your business and PPC ad campaign. You need to set some vision and objectives while setting up and managing PPC campaigns. It is necessary to take care of every single detail of your business goals and marketing goal. Prepare a decent standard for your campaign and take a periodic review of the same. You can take the help of PPC media projection to reach a new level of success.
- Not understanding the funnel
While preparing a PPC ad campaign, you should not only make efforts to grab easy opportunities. Instead of that, you must make an effort and try to capture almost every opportunity placed on the table. It is not practical to think that the prospective consumer will visit your site and convert on the same visit. You should make your filter for a better reach to your potential customers. You can use tools like google analytics, heat mapping, and other UX tools to make your target ad more attractive to the audience.
- Lacking conversion tracking
If you had a conversion, you must track it directly, without any delay. Not knowing about these conversions can be a big mistake that gets PPC campaigns squashed or holds back the opportunity to get the budget needed to maximize it over the long-term.
We can get to know about this by using PPC and other marketing techniques.
- Choosing the wrong budget
Before deciding the PPC budget for the campaign, you must analyze the PPC campaigns’ past performance. Setting up a budget points out the warm range of performance. Being honest with what the outlook is, making sure you haven’t hit diminishing returns, and working toward KPIs ROAS is critical.
- Not making an attractive landing page
You can run your PPC campaign on a different platform such as Google ads, Microsoft advertising, and others, but you can not stay dependent on these platforms. You should make an attractive landing page to target your audience and create maximum conversions. You should know that if we send traffic to the wrong pages, inducing bounces, and not thinking much about the next step or conversion, the efforts made to make the PPC campaign standout will be a complete waste. Focus on landing pages and their components such as design, content, etc., and attract maximum traffic to your site.
- Forget the competition out there
Before making any marketing strategy, it is a prerequisite to research the market and your competitors thoroughly. It will help to make your PPC campaign outstanding and let you learn some commendable things from your competitors. It will give you a few mind-blowing ideas that you can include in your campaign.
- Not deciding targeted audience
You should be very clear in your head about the type of audience you want to target through your ad campaign. For example, if you have an education business, your target audience will be the student community and so on.
- Leaving PPC campaign on autopilot mode
Some great software platforms use machine learning to manage your PPC ad campaign and accounts, but on a personal note, it is not that much good for marketing. These robots and tools will not sit with your clients and be personally accountable for the results. You should know what decisions can be made by tech and the ones that humans can make.
- Not scheduling your ads properly
It is essential to schedule your ads accordingly to make the maximum out of your campaign. For this, you can use ad scheduling in Google ads. It allows advertisers to increase or decrease their bid modifiers during a particular duration. And to optimize your ad campaign to its maximum, you can also disable these ads entirely during a specific period.
- Not giving importance to PPC automation
PPC automation refers to the use of technology and machine learning techniques to optimize SME efforts. Using PPC automation strategies, marketing managers can free up their time to focus on drafting top-level strategy and keeping watch on its internal processes.
- Slow website
Working for several hours to make a perfect PPC ad campaign can turn out to be a complete waste if your website is working slow. You should ensure that your website loads fast on both mobile and desktop devices. It can not only boost your conversions from PPC ads, but it also provides everyone who visits the site has a good user experience. According to a recent survey, if your site is taking more than a second to load, it will increase the bounce rate by 90%.
- Not taking advantage of Google ads scripts
If you doubt yourself while creating ads for your PPC campaign, you can take assistance from Google ads scripts. Google provides an impressive script feature that allows for many tedious and challenging tasks done automatically. You can also try some of the following handy ad script software such as:
- Ad management scripts
- Keywords scripts
- Bid management scripts