4 Things You’re Doing Wrong with Your PPC Campaign
Every business makes mistakes from time to time. One little error or oversight might not pose much danger to your success, but too many will.
This is particularly true of your PPC campaign. Capturing prospects’ eye and driving them to click through to your landing page is a challenge in itself, especially in the most competitive markets.
But you could be making it even harder than it has to be just by doing simple things wrong.
Such as? Let’s take a look …
#1. Neglecting Mobile
Targeting mobile users is critical for an effective PPC campaign, and advertising platforms make it easy to engage your audience via mobile too,
For example, Google Ads offers the option to use call-only ads: these aim to motivate prospects to contact your company, and only actually display on devices capable of making calls (thereby avoiding the risk of wasted time and money).
These are great for prompting customers to take action and make that all-important first contact. Add to this the fact that more people are using mobiles to browse and shop than desktops, and there’s no excuse to neglect this channel.
#2. Missing Ad Extensions
Ad extensions are a terrific way to increase the visual and functional impact of your ads. They can increase ads’ visibility on SERPs and make them more valuable.
You have a wide range of ad extensions to choose from. Location extensions (call buttons, links to a details page etc.) are just one example.
#3. Making Bids Too Low
Your marketing budget might not be as big as you would like and you want to stretch it as far as you can. That makes underbidding for competitive keywords a must, right?
Wrong. Being too conservative with your PPC bids means it could take longer to attract clicks. As a result, it’ll be harder to understand what works best and what doesn’t, in terms of ad copy, language, layout etc.
#4. Weak Ad Text that Fails to Engage
The copy in your ads has to be compelling enough to prompt your target customers to click through and discover your business.
This can be a hard thing to get right. If your words lack the power they should have, prospects could scroll past them and choose one of your competitors instead.
Good PPC text addresses the consumer’s pain point and promises to solve it. Show customers you know exactly what they’re looking for.
Your PPC campaign is a core component of your online marketing. If you don’t take it seriously, you could be costing yourself valuable conversions and letting your competitors take them instead.
Our Orange County digital marketing experts have the training and experience to craft the right PPC campaign for your business. Want to know more? Get in touch!
