PPC (pay-per-click) marketing is advertising in which advertisers pay when people click their ads. Pay-per-click is a kind of online advertising that allows an advertiser to bid on keywords, platforms, and audiences, based on how much they are willing to pay for a click.
PPC is the world’s best tool for targeting potential customers. It’s brilliant because you can show ads to exactly the people searching at the exact moment they’re searching.
Here’s the list of 10 mistakes to avoid in pay per click marketing:
#1 Not Having a Strategy
To start a successful online advertising campaign, you’ll need to have a solid PPC strategy cantered on advertising objectives including brand recognition, lead generation, and higher sales. Not only will this help you define your target audience and devise successful communication strategies, but it will also influence how you use relevant keywords and ad placements.
#2 Budgeting Mistakes
The budget for your PPC campaign is an essential element of your overall marketing strategy. If you spend too little, you’ll lose out on chances. You will squander money if you budget too much. Because keywords help you target prospective consumers, it’s critical to think about which ones you’ll employ and how much they’ll cost. Using tools like Google Ads Keywords Planner may assist you in bidding on the right spots and allocating your money more effectively. You should also keep track of conversion rates, placements, and previous ad expenditure in order to modify your sponsored search campaign budget as needed.
#3 Not Investing in Automation
PPC automation solutions let you maximize and optimize your campaign’s budget in order to boost traffic and conversions. Data and sophisticated technology like AI and machine learning are used by automation solutions like Google Ads to optimize time and resources while driving greater outcomes in pay-per-click marketing. Rather than depending on time-consuming bid management, PPC automation utilizes algorithms to help you target the appropriate audience by determining the optimal bids for your campaigns. You may further enhance the bidding process by adding parameters to your automation or uploading data. A/B testing is also managed by automation systems, allowing you to test numerous ads and choose the optimal content and PPC approach for your campaign.
#4 I’m Going After the Wrong Market
Finding the ideal target population for your PPC campaign may be challenging. You don’t want it to be too large or too tiny, and you don’t want it to deliver tailored ads to individuals who don’t match the demographics you’re after. So, how can you target the appropriate people with your PPC campaign? When marketing any goods or services, your target audience should be based on research—find out who your existing consumers are and where you have potential to expand.
#5 Using just Google Ads as a source of revenue
For your PPC campaigns, there are more ad networks than simply Google Ads, and it’s important to choose the appropriate platform for your company objectives! Facebook Advertisements allows you to run PPC ads on Facebook and Instagram. Furthermore, both LinkedIn and Twitter provide ad management platforms via which you may conduct PPC campaigns.
#6 Using the Wrong Keywords
Any PPC keywords are crucial to the success of your sponsored search campaign. You don’t want to employ too many keywords, or ones that are too wide, so make sure you use the appropriate ones for each campaign. One of the simplest methods to discover long-tail keywords that have brought consumers to your website in the past is to do basic keyword research. Negative keywords should also be included in your campaign. You may use Google Ads and other platforms to list keywords that seem to be connected to your goods or services but aren’t. Negative keywords may enhance ad targeting and boost your return on investment in your PPC campaign.
#7 Voice Search Isn’t Optimized
Did you know that smartphone users are three times more likely to use voice search, and that by 2022, the voice shopping sector is projected to be worth more than $40 billion? With the popularity of voice search on the increase, there’s virtually no reason you shouldn’t be optimizing your PPC campaign for it. Check your search queries on the platforms you used to see if any of your advertisements were activated by voice searches like “Hey Google…” or “Hey Siri…” if you’ve ran PPC campaigns in the past. Keep your text brief, utilize user intent phrases, and include filler words to match phrases as one of the greatest methods to optimize your campaign for voice search is to optimize your content.
#8 Ad Copy That Is Boring
When it comes to PPC campaigns, many marketers devote a significant amount of effort to building a fantastic landing page, properly budgeting, and identifying the best keywords to target—but often neglect to write compelling ad text. Even if you’re dealing with a restricted amount of space, you may customize ad text to answer consumers’ queries and get them to click on your ad. Use eye-catching facts in your headlines or discover methods to appeal to people’s emotions. Your copywriting should demonstrate that you are aware of your customer’s objectives and can assist them in achieving them.
#9 Neglecting Video Campaigns
Video marketing may boost revenue, generate traffic to a website, and raise brand recognition. For YouTube, as well as websites and applications that use Google video partners, Google Ads offers cost-per-view video advertising. Video ads are also available on social media sites like Facebook and Twitter. Consider this if you’re still not convinced that video advertising should be part of your PPC campaign. Spending on digital video advertising has increased by almost $9 billion since 2017, and 84 percent of customers claim they’ve been persuaded to purchase a product or service after seeing a video.
#10 Forgetting the Landing Page
You get to select the first page your ad audience interacts with after they’re routed to your website when you conduct a pay-per-click campaign. Make sure your landing page matches the content of your ad and has a strong call-to-action. Potential consumers will be routed to your homepage if you don’t have a PPC landing page, which may hurt your ad placement. Don’t forget to check your landing page’s load speed as well. You don’t want to lose consumers because a page takes too long to load.
I have recently indulged myself into writing content for blogs and have been doing so for the past 12 months now. My interests are digital marketing, analysis, eCommerce and social media marketing. I’m a SEO consultant & content writer @ Koaas