PPC is a Full-Time Job – 25 Common PPC Mistakes

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PPC is a Full-Time Job – 25 Common PPC Mistakes  

Pay Per Click stands as one of the most effective internet marketing platform that has favorable Returns on Investment. PPC campaigns have previously structured to improve the visibility of a sign while bringing in the desired traffic after which it is pushed down the pecking order in favor of other marketing avenues. This normally results in a less than impressive result as far as the marketing process goes and it stands as a pointer to the fact that PPC should be considered as a full-time job. The common PPC mistakes that marketers make include:

Not utilizing geo-targeting

Geo-targeting aids in ensuring a geographical region is effectively focused on. Failing to utilize geo-targeting always results in a failed process of driving high value traffic.

Failing to utilize landing pages

Landing pages are the core of a marketing campaign as they lead to conversions. A common mistake many marketers are charged with is failing to structure landing pages that convince the client to buy or subscribe.

Initiating broad bidding

In PPC, broad bidding is equivalent to casting the net too wide which means even the irrelevant traffic is captured which leads to a sub-standard marketing campaign.

Failing to eliminate fraud traffic

Fraud traffic is majorly brought by the fraud networks that lead users to webpages randomly. The fraud traffic exhaust the PPC budget fast with little to show for in Returns On Investment.

Using Telephone numbers

Placing a phone number in the PPC Ad does not aid the campaign in any way since what it does is consume Ad space without offering users a mode of engaging with the business.

Lack of affiliate control

Affiliates usually market a business and get commissions for leads generated. Failure to control affiliates usually leads to them receiving commissions for traffic that a business has already captured with the marketing campaign.

Not using “Exact Tracking”

Exact Tracking ensures a marketing campaign has all factors covered in terms of finding the exact drivers of traffic and the success of the campaign.

Paying for negative keywords

The marketers who are fresh in the industry are usually culpable when it comes to paying for huge number of keywords some of which are negative keywords that do not drive any traffic.

Confusing CTR with Conversions

The Click Through Rates do not necessary indicate the number of conversions which means most marketers end up stretching their budgets to increase CTR which does not reflect in the number of conversions.

Lack of keywords in Ad Copy

The Ad Copy should have keywords so that it is optimized for the target audience. Failure to place the keywords usually leads to missed traffic.

Using brand name keywords

The major fault with using brand name keywords owned by competitors is the fact that they open a campaign to legal letters that may interrupt the flow of traffic through a process of redirecting and adjusting.

Failure to utilize Ad Extensions

Ad Extensions optimize the Ad Space and ensure that a PPC marketing campaign is effectively optimized to focus on the target audience.

Lack of search funnel data analysis

Analysis of the search funnel data opens up a campaign to the possibility of finding out the drivers of traffic and the optimizations that work effectively.

Failure to track conversions

Tracking conversions enables a marketer to optimize for the greatest ROI failure to which leads to a failed marketing campaign.

Fighting for #1 spot

When users make a search, they do not necessarily pick the result that appears at the top since they like exploring options which means results in other positions stand a better chance of being picked.

Analyzing search results at Keyword level

This is one of dominant mistakes marketers make with PPC campaigns since it does not provide the right data. Analyzing by theme produces the more accurate results.

Failure to optimize for mobile

PPC campaigns can only be successful if there is high value traffic and optimizing for mobile ensures relevant traffic is captured since most of the target audience utilizes mobile devices.

Not setting Ad Schedule

Ad Scheduling is as important as running the campaign since it impacts the number of conversions according to the periods of exposure.

Failure to ReTarget

ReTargeting usually capitalizes on the existing customers and this is where PPC thrives. Failure to ReTarget leads to missed opportunities which impacts the ability of a business to scale.

Not setting Seasonal Copy

A seasonal copy is relevant in capturing the buying periods when the target audience comes to life. Failure to set a seasonal copy is a missed chance to capitalize on the seasonal boom.

Not checking quality scores

As a daily routine, a marketer must check the quality score of the campaign and the respective keywords to ensure the running of a successful campaign.

Posting untested Ads

Ads should always be tested before posting to give an outlook of what to expect and how the target audience will respond.

Failure to blend PPC campaign with Google Analytics

Integrating the PPC campaign to the Google Analytics platform is the only way to learn about the impact of the campaign.

Failure to evaluate Ad Groups

Ad Groups determine the arrangement of keywords and failure to evaluate their orientations results in failed opportunities when it comes to optimizing for the target audience.

Lack of calls to action

Calls to action trigger the target audience to respond by either buying or subscribing and they should therefore be included in the PPC campaigns.