When done right, pay-per-click can be a highly effective means to drive quality traffic to your website, boost conversions, and ultimately lead to business growth. However, there are a few common mistakes businesses often make that not only waste the budget but also undermine the success of ad campaigns.
Luckily, these mistakes can be avoided by considering a few pertinent elements. Let’s have a look.
Geo-targeting
Geo-targeting is very critical for local businesses as it allows them to refine and display their ads to their potential customers within a specific geographic domain and helps them ensure they are reaching out to the right audience. However not employing geo-targeting for your PPC endeavors can only affect your quality score and lead to wasted ad spending on users who may not even be relevant to your business.
You can incorporate geo-targeting by refining your ad display for a certain region and ensuring you do not pay for your clicks more than required. Moreover, when you target a smaller area, the likelihood of qualified leads will increase, leading to quality score improvements.
Quality of Ad campaigns
The quality of your ad campaign is a vital determinant of your advertising success. When it comes to marketing, ad copy is perhaps one of the hardest things to master and get right. It becomes even more challenging when there is a need to create a different style of ad copy for different platforms.
The key to enhancing conversions through ad quality is to craft them in a way that they resonate with the audience for which you must be aware of what your potential customers are searching for. It is also important to incorporate a clear call-to-action link to drive ad conversions.
Keyword Considerations
One common keyword-related mistake in PPC advertising is forgetting negative keywords, i.e. the terms you may want to avoid triggering the ads. These are particularly valuable in the case of broad and phrase match keywords where certain words may significantly alter the meaning of the keyword.
Another mistake worth mentioning is neglecting the use of long-tail keywords. These longer albeit specific search phrases often reflect user intent for purchasing and hence help you reach out to a niche audience and drive quality traffic, leading to boosted ad conversions. These may not be very helpful in increasing traffic but are cost-effective and a safer option, particularly where the market is competitive.
Quality Score
Google uses quality scores to determine ad placement and cost per click. A low-quality score may result in higher cost and a lower ad position.
On the other hand, a higher quality score implies a lower cost per click charged by Google when users click on your ads. This can help you save money and position you above the competition making quality score vital for your business growth.
For quality score improvements, you must ensure your landing pages and ad campaigns are optimized, i.e. add relevant long-tailed keywords, incorporate CTAs in the site, offer relevant information, etc.
Ongoing Management and Optimization
PPC campaigns require ongoing management and optimization rather than setting and forgetting. Regularly review and adjust your campaigns to improve performance, such as adjusting bids, adding negative keywords, and testing new ad copy. Also, make sure to check on your budget and ad campaigns’ performance to make adjustments according to the results.
Get it Right the First Time with AdHamster
We hope this post was helpful in highlighting a few common mistakes in PPC advertising that can have far-reaching impacts. At AdHamster, we have dedicated PPC experts who stay current with the latest
PPC management techniques and deliver successful outcomes for our clients and can do the same for you. When you work with us, you can expect a significant return on your investment and leverage the opportunity to take your business forward. Talk to us today to get started!