4 Common PPC Errors You Cannot Afford to Make in 2018
Every business needs to invest in paid search.
On average, companies will make $2 for every $1 spent on AdWords, while other PPC platforms can be utilized to reinforce your campaign. Facebook, Twitter, LinkedIn, YouTube, and more all offer paid advertising with deep targeting options.
Still, it’s not simply a case of creating an ad and letting the platform do all the hard work. Mistakes can be made.
Follow the four pro tips below to get more out of your PPC campaign.
No Retargeting
A Retargeting ad can help to bring previous visitors to your site back and convert them into paying customers.
Retargeting keep track of users coming to your site, and displays specific ads to them at other sites on the network. So-called window shoppers or those who had to abandon a purchase due to a pressing issue may be tempted back, provided a Retargeting ad is designed effectively.
A Retargeting code (AKA a ‘pixel’) needs to be added to your site first, before visitors can be added to a Retargeting list. Without it, you could be letting potential customers slip away.
Not testing landing pages
The landing page users are directed to after clicking one of your paid ads affects the overall Quality Score (and the ultimate cost), so they have to be engaging.
A landing page which is weak, dull, laid out poorly, or just fails to provide on the promise of the ad will only chase customers away. Run A/B testing on your landing pages with two different designs: experiment with varied colors, images, fonts, tones, and calls to actions.
See which brings in the most conversions, and make that permanent. Failing to run tests on your landing pages can ruin the hard work you have already put into your PPC campaign.
Not creating customer personas
Creating personas helps you design ads that target ideal customers more effectively. Personas make it much easier to understand the different personality types, traits, incomes, buying habits, and more within your audience.
While taking the time to establish personas is no shortcut to guaranteed success, it’s still a terrific way to reduce your risk of wasting time and money on ads that fail to resonate.
Targeting the entire world
If you offer international shipping to most countries around the world, your ads can target customers at a global level. However, if you only ship to buyers in the United States, or even closer to your base (say, just Arizona or California) you could be wasting money without realizing.
PPC campaigns can be set up with very strict geo-targeting, to make sure you only go after customers you can actually serve. If you want to ship further afield or open international branches in the near future, fine, but don’t try to sell to people who can’t buy from you.
Our team of Orange County digital marketing experts have experience helping brands just like yours achieve transformative results through PPC campaigns. Give us a call to discuss your options!
