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5 Mistakes to Avoid in PPC Advertising

Posted by Ian Callanan on August 23, 2016 at 11:00 AM

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Pay-per-click (PPC) advertising is a great way to boost sales, build brand awareness, and even increase leads. While this ingenious tool offers a lot of perks and benefits to those who use it, you have to make sure you are using it correctly. Otherwise, you could end up jeopardizing your entire account and all of your ads. Because of this, you have to exercise caution when setting up your PPC campaign. To help you along the way, we’ve laid out a few key mistakes you’ll want to avoid at all costs.

Not knowing the basics of PPC advertising.

Before embarking on your journey with PPC advertising, you need to know the basic concepts and formulas for PPC and have a solid understanding of how those concepts work together. Even though you might want to quickly figure things out on your own, it isn’t as cut and dry as you might think. Trial and error isn’t in your best interest in this case.

Make sure you read up on all of the key concepts behind bid adjustments, ad ranking, keyword types, and so on. When you know what all of these things are, you can easily make adjustments to your campaign and get the success you want. You have to start with the basics if you are ever going to climb and continue growing your enterprise.

Making assumptions without using the actual data.

Today, people are always rushing around to get their marketing done as quickly as possible to add to their bottom lines. Unfortunately, that sense of urgency and trying to cut corners could end up hurting your PPC campaign. While there are a number of different programs out there that claim to handle everything for you, that doesn’t mean you should invest in them or that they are effective. Before you know it, your advertising campaign has spiraled out of control, and you are left trying to recover from the mess. You have to monitor your ads and make crucial decisions throughout the process. Otherwise, you will find yourself stuck with an advertising campaign that is worthless.

Make key decisions based on the data you gather. This will help you determine how to make the most out of your advertising dollars. When you have a solid understanding of what is working and what isn’t, you can save yourself a lot of headaches down the line. Stop guessing as to what is going to work, and go with something that you know for sure will. Remember, no two ad campaigns are the same. Don’t base your new campaign on what worked with an old one. Start fresh.

Spending your money in all the wrong places.

Marketing campaigns in general are quite risky. You have to figure out what works and what doesn’t if you are ever going to succeed. But, how can you do that without investing money on the campaign to begin with? Well, you can’t. However, that doesn’t mean you should dump thousands into one campaign. On the other hand, that doesn’t mean you shouldn’t be willing to dump at least a little bit into the campaign to give it a shot and allow it to stand a chance while collecting valuable data along the way.

The key is finding some sort of balance between the extremes. You have to monitor your ad campaigns and see whether you need to add more money to your campaign or scale back on ads that aren’t performing. When you stay abreast of any changes and monitor the performance results, you can determine whether you are behind or ahead of the money you set for your budget each month.

You cannot narrow your focus so much so that your ads don’t stand a chance in being able to perform according to par. If you do, you won’t be able to get as many page impressions as you should. Testing the waters and trying out new things can help you when creating your marketing campaign.

Not narrowing down your ad copy.

While you might think the best thing to do is make your ads as general as possible, that isn’t going to help you. In fact, viewers will simply overlook your ads and move on to others that are more specific and thus more appealing. You need to clearly define your target audience and really hone in on speaking to them. Look for the people who are going to benefit the most from your services and products. Then use keywords that make sense for your landing pages, ad groups, campaigns, and so on.

In doing so, you will provide consumers with a clear understanding of what you have to offer them. When designing your ads, make sure you use facts. Don’t throw out a bunch of claims that you have no way of backing up on your own. Even though you might think you have the best something or another, that doesn’t mean that everyone else thinks it is the best. Sticking with the facts is the key to being successful in your ad campaigns.

Not using keywords efficiently.

Keywords can make or break your advertising campaign. Not only do you have to use the right keywords, but you have to use them under the right circumstances. Make sure your keywords aren’t being used in multiple ad groupings. You need to know which ad groups have which keywords in them to help maximize your results and, thus, make maintaining your campaign more efficient.

You also have to use the right keyword types. You don’t want to bring in a bunch of searches that don’t relate to your ad. Stick with phrase match keywords when first getting started. This will prevent showing a headline for your ad that doesn’t necessarily apply to what the person is searching for. Make your ads as specific as possible to prevent any confusion and bring in the right type of consumer based on the products and services you have to offer.

By avoiding these key mistakes mentioned above in your PPC advertising campaign, you can make sure you get the number of visitors you want without having to lose a lot of money on your marketing campaign. Instead of trying to crash your way through it, you can always turn to the help of a trusted marketing company who knows the ins and outs of the industry and what it takes to succeed.

Topics: ppc

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