The top 7 mistakes you should avoid for the success of your PPC campaign
Are you looking for online marketing that is refreshingly simple yet profitable? Then, pay-per-click or PPC marketing is the best option for you. It is simple, effective and customizable. Most PPC campaigns utilize search engine marketing (SEM). They leverage the advertisements on search engine result pages that depend on their relevance to their search-terms, location of the user and several other factors.
You may be a PPC pro, or you may be an amateur looking forward to starting your first campaign; either way, you will enjoy more website traffic. That can lead to better conversion rates and higher profits. Small businesses and start-ups find PPC campaigns to be highly profitable since they reduce the cost of the advertising by increasing sales leads. Here are a few things you must consider before designing your customized PPC campaign –
- Location of your target users
- Language of search
- The age group
- Type of device the user prefers
- The OSx of the device
The most successful PPC platforms are Google AdWords and Bing. Both these platforms offer low price services to the advertisers and help them reach the western markets. The general prices of PPC are comparably more economical than the costs of traditional advertisements. However, it does not work out for every brand and each entrepreneur. Sometimes as simple as online paid advertising has several do’s and don’ts that you need to follow. Only the PPC campaigns that follow these guidelines by the word see success.
Here are the top 7 mistakes of PPC you must avoid at all costs to be able to generate profit from your campaign –
- Avoid all junk traffic
You need to set up remarketing options to avert unnecessary traffic. Not everyone, who clicks on your sponsored advertisement, will buy your products and services. While some of them are there by mistake, others are just there out of curiosity. Nonetheless, since you are going to be paying per click, you need to ensure that your advert shows up to only the relevant crowd. Whether you are using Google or Bing, you need to find the right target audience.
- Not using the right set of keywords
What happens when a shop has something of everything? People come in, but they head out just as fast because they don’t find the right color or the correct size. The same thing can happen to your PPC advertisement if you use too many keywords instead of focusing on a couple of relevant ones. Use fewer essential keywords to generate the number of clicks you want. Sometimes, using the correct location can help you attract the right crowd. It is especially true for local businesses. The new trend of hyperlocal sponsored ads drives geographic location-based traffic to your sponsored content through search engines. For example – your campaign for PPC Los Angeles will perform better if you use your product name + location name (Los Angeles) in the keywords.
- Do not preserve under-performing keywords in the campaign
Sometimes, we do not notice that some keywords are not contributing to traffic and at other times, we are sentimental about removing them. However, under-performing keywords cost real money. You need to drop them from your campaign. You can take help from the plethora of PPC keyword tools for finding high-performing keywords in your niche. Some of the devices also allow you to check the real-time performance of each keyword for useful customization.
- More clicks are not always better
Common knowledge tells us that the number of clicks translates to more traffic and better ROI. You need to start using conversion tracking to find out how the traffic is converting. That is especially critical before making significant changes to your online ad account. You should check how much ROI your advertisements are generating right now before you put more money on your PPC campaign.
- No product images in your marketing campaign
Research on PPC campaigns and their ROIs shows that e-commerce advertisements require high-quality images to attract customers. Without these images, people are unable to experience their buying choices visually. Putting an array of pictures in the sponsored content from your website will help you attract relevant traffic to your e-commerce store.
- Not including video remarketing
It is the age of technological innovation. Google now allows all YouTube advertisers to retarget the audiences, who engage with their YouTube content with their remarketing lists for search ads (RLSA). Not utilizing this chance can mean missing out on at least thousand more views and potential conversions. Remarketing with the help of images and videos is a cost-efficient method of targeting the returning customers.
- Not thinking the finances of each click
The cost of the campaign should be significantly lower than the profit. If that is not the case, it is safe to say that the campaign is not working out for you. You should remember that no single bid is ideal for everyone. Your bid should depend upon –
- The cost of keywords
- The success of the keywords
- The type of campaign
Most advertisers start out with Google AdWords CPC to pay for each click on their sponsored content. You can set the maximum cost for one click. That should be the highest amount you are willing to pay for each click. Understanding the worth of every click for your brand is very important to lay down a basic cost-profit structure for a PPC and a CPC.
You should never set up a campaign and forget about it. Contrary to what your friend or the pro blogger has told you, a PPC campaign does not take care of itself. You need to check on the cost-benefit ratio, the effectiveness of keywords, the distribution of clicks and remarketing costs before you can hit the auto-pilot mode. Even then, this auto-pilot should not last for more than a couple of days. Google releases several updates per week, and you do not want these SEO-SEM updates to wash your PPC efforts away.