Pay-Per-Click is paid marketing via various media such as Google Ads and Bing Ads. Running digital advertising campaigns requires careful analysis, a determination of the target audience, and strategy-making. Sometimes, even the most highly-converting campaigns don’t always produce the desired results.
It cannot be very pleasant to spend money on something and not get anything. Why is this?
There may be many reasons, some hiccups, and mistakes, but every marketer needs to be aware of PPC campaigns.
Let’s look at some common PPC errors that every marketer needs to be aware of.
#1 Mistake: No strategy, no campaign
A campaign without a strategy is like driving without steering wheels – it’s directionless!
Many marketers and companies don’t take the time to understand the situation fully. Instead, they get on with the campaign and make a huge mistake.
It is important to analyze the situation and learn about the user experience to improve the strategy. It is important to visualize how the experience will be for users. Create a strategy before you start a campaign. Also, set the desired goal. This will allow you to see the entire customer journey.
The process would now involve understanding the customer’s needs and profile. Then, you would prepare an ad copy and create a landing page with information about our offer. It could be making customers buy what you offer or getting them to sign up for your newsletters.
This way, when you think about the user’s journey, there won’t be any missing steps until you reach your goal. It is easy to wonder if your goals are clear and if the targeted audience will click on your ads. The answer lies in how you thought about the whole campaign to ensure the target audience takes the positive action you would expect.
#2 Mistake: Targeting a false audience
It is not the best way to target your audience. You should not consider a specific group of people as the appropriate audience. If you have customers already, it is possible to expand them by getting to know them. This will allow you to determine their search terms and platforms, how they approach you, and what they are looking for in an ad campaign.
If you want to build a customer base but don’t have one, it is important to do extensive research to determine the right audience to market your brand to. You can find out the right audience by doing extensive research.
Make #3: Geo-Targeting goes too far
It’s important to determine every aspect of your campaign down to the smallest detail, whether you are setting your goals or geo-targeting. Sometimes marketers get too specific and narrow the target audience.
They will not achieve their campaign goals without a very small target audience. So if you have a very narrow geographic target area, it is worth expanding rather than getting more specific.
You should also increase your platform base. You may also choose to reach other platforms with the remaining budget. Or, you may run other campaigns on Twitter or LinkedIn in parallel.
You can increase your geo-target, but you should not target the wrong audience or location. Otherwise, you will waste your efforts, resources, and money and lose everything.
#4 Mistake: Keywords not matching well
Keywords that don’t match can cause your advertising budget to go haywire. Broader terms are more likely to match and have a wider reach. These are the default keywords. These are also called phrase terms. They are meant to be used in a similar sequence of words, but one or two might differ.
Google recently changed the exact keywords, so plurals lead to little variations, and synonyms in keywords are considered in the ad and match the search terms.
You can avoid using keywords that don’t match your goals and get rid of them by identifying the matching keywords. However, it is always recommended that you use exact matching keywords.
#5 Mistake: Do not use negative keywords
Negative keywords are those that block the ad from being shown to an audience who is not looking for it. Instead, they help the ad reach only the relevant audience, including potential customers.
Negative keywords can be used in conjunction with other variations of a phrase. Some may be logical, while others may not.
Negative keywords increase the click-through rates (CTR). This ensures that ads don’t waste time by not targeting irrelevant searches. In addition, these keywords help increase conversion rates by avoiding unnecessary clicks and generating clicks that convert.
#6 Mistake: Landing pages
PPC campaigns are incomplete without landing pages. They don’t get the attention they deserve. These landing pages can be distracting from their purpose and too complicated with lots of fields. Landing pages should be as easy as possible to load faster.
These mistakes can be avoided when creating and running such ad campaigns. Unfortunately, these are the most common mistakes that can lead to poor results in your PPC advertising campaigns. Qlogic Digital is a PPC marketing pro who keeps these campaigns under review at regular intervals. They also keep improving them to ensure better results.