Internet marketers often discuss that PPC doesn’t work or they aren’t getting satisfactory results from their campaigns. It is true that most PPC campaigns end up in losses but it doesn’t mean that PPC isn’t good for marketing. The problem is in understanding important variable of PPC marketing and optimizing campaigns according to the needs of targeted customers.
Here I’ve listed 7 biggest PPC mistakes that can tank any campaign. Also it is my advice that Internet marketers take care of these factors when working on PPC campaigns.
1.)Following the outdated ad pattern
There was a time when advertising was limited to only search and display. The objective was to be visible and get clicks but today you have options to reach out to targeted audiences. Ads can be optimized to get desired results. Instagram Stories ads, Quora ads, Facebook lead capture ads and AdWords call only ads are some of the examples of new ad features you can adopt to increase reach of your ad campaigns.
2.)Overlooking signs of intent
If you don’t understand how your customers behave on clicking on your ads then you’re going to lose business. Visitor that watches your ad patiently is different from one who finds your ad accidentally on Google. You should know who is clicking on your ads, what the source of traffic is and how the visitors are reacting to the ads.
3.)Targeting one platform only
Mobile is important but it isn’t the only platform to target. Desktop search is as important as mobile search is. You ads could be targeting all the platforms but in reality you could be focused more on mobile traffic. Targeting both the platforms provides you quick access to a wide range of customers from different segments.
4.)Neglecting click fraud
Running PPC without knowing about click fraud is suicidal as it will drain your budget without giving even a single lead. Google and other search engines will take measures to prevent click fraud but you should also get ready to notice fraud. For instance you can use a tool to detect IP addresses, referring websites and geographic areas from where the fraud clicks are coming and adjust your ad campaigns to avoid those clicks.
Mismatch in messaging can kill the ad and a mismatch can occur by neglecting intent, design and important ad features. The ad copy should be legible and the design should be pleasing. It is targeting parameters, ad creativity and landing page alignment that determines whether the ads are targeted towards right customers.
6.) Missing branded keywords
Having brand name in keyword could be an expensive affair but it works well. You have to outbid your competitors in keywords otherwise they can intercept your audience and create unnecessary hassle in your campaign management.
7.) Not monitoring ads closely
PPC isn’t a set-it and forget-it ad campaign as it involves money and needs settings. Ad campaigns need close monitoring for budget, placement, impressions, CTRs and conversions. Documenting the variable of the ads would help in bids adjustment, making settings and optimizing ad copy to get desired results.
Even the most experienced PPC marketers make mistakes in making and running ad campaigns. It is because of misunderstanding of important things like branded keywords and neglect of technology like new ad features. If you can focus your energy on making right ad copies and also keep the ads aligned, you can do a good job. Some important things you need doing with your PPC ads are tracking the ads, monitoring CTRs and adjusting bids according to your findings.