Learning to get the most out of your PPC campaign takes time. No business is going to start using AdWords and hit a home run straight away, converting thousands of new visitors into customers overnight.
More than 6.5bn people across the globe perform online searches everyday, and trying to reach even a tiny fraction of them is incredibly competitive. In short, you need your ads to be as irresistible as possible, with no room for error.
We all know making mistakes is natural and easy, but if you can swerve the most common ones, you might just see better results sooner.
Here are 5 things to avoid in your own PPC campaign.
#1: Making Your Bids Too Low
Getting your bids right is vital for cost-effective PPC, but it’s often a stumbling block for newcomers.
Nobody wants to go over-budget, sure, but being too hesitant with your spending can see you failing to secure the most effective keywords. When you start out, be willing to invest a little more to see whether your ads drive sales or not, and then ease back once you know they are viable.
#2: Misjudging Your Keywords
Keywords are an essential part of your PPC campaign, and if you get these wrong for too long, your results could suffer. As could your ROI!
Be careful when creating broad-match keywords, as these can lead your ads to appear for irrelevant searches and potentially cost you if users click through before realizing you don’t have what they need.
Try to avoid making your ad groups too big, as too many keywords in each group makes it harder to keep your copy relevant to all terms.
#3: Failing to Study Your Data
Your PPC campaign will create a large amount of useful data to guide your campaign, but only if you pay attention.
Consistently monitor your performance data to ensure you don’t miss information that may save you money and boost your visibility. For example, if you see that certain keywords or an entire group has bad ROI, you will be able to stop wasting money you might have kept channeling into ineffective ads otherwise.
The metrics are there for a reason, so don’t overlook them.
#4. Not Using Negative Keywords
Negative keywords are those terms you absolutely do not want to rank for. For example, if your business sells Android phones but none of the other major competitors’ devices, you would add those brand names as negative keywords.
This would prevent you appearing on results pages with nothing to offer customers with no interest in your products.
#5. Writing Invisible Copy
Your ad copy has to be specific and tell customers how you will solve their problem with minimal hassle. Don’t try to ape your competitors’ ads – focus on what makes your business unique and better.
Show your prospects that you know exactly what they are looking for, and make every word count. Using too many words or trying to be poetic wastes valuable space, even with expanded ads.
Nett Solutions PPC’s expert team will create a bespoke campaign for your brand, no matter how big or small your business. Our Orange County digital marketing agency has years of experience working with enterprises across all sectors – so what are you waiting for?
