When creating a new PPC campaign for your business, there’s a lot to get right. Comprehensive research, careful planning, and creative thinking can all contribute to a campaign’s success. But certain mistakes could drag it down and prevent you from achieving your goals.
Below, our Orange County digital marketing agency explores four common mistakes to watch out for when building new campaigns.
Not Researching Keywords in Detail
In-depth keyword research can seem like a tough, time-consuming process if you’re new to it. But overlooking keyword research could lead to a poor PPC campaign, so it’s critical that you put in the necessary time and energy.
A good keyword selection should include a combination of short and long-tailed keywords, such as “office space” and “office space for small businesses”, respectively. You should also research negative keywords to prevent your ads from being displayed for the wrong searches and generating wasted clicks.
Overlooking the Value of Effective Landing Pages
Don’t underestimate landing pages: they represent a key step in the customer’s journey after they click on an ad. Landing pages have to engage users and bring them closer to the outcome they want to achieve. Include concise information, quality images, and videos (which can boost conversions by up to 86%) to guide them further along the customer journey.
Landing pages also contribute to the Quality Score that Google assigns to your ads. If an ad sends a user to an irrelevant landing page that delivers a poor experience, Google will consider this when calculating your Quality Score. And that could determine whether your ad appears, the cost per click, and the success of your PPC campaign overall.
Not Exploring Multiple Online Advertising Opportunities
Google Ads is a fantastic platform with plenty to recommend it, but don’t overlook digital marketing opportunities on other networks. Social media can bring your business to countless more customers, whether you use Instagram, Facebook, or any other platform featuring advertising tools.
Researching your target audience and the different segments within it will help you find the right social media platforms for your ads. Check out your biggest competitors’ social ads for inspiration, and monitor the latest trends to stay up to date on engaging users.
Writing Ad Copy That Misses the Mark
If your ad copy is boring, bland, or confusing, users may ignore it. That’s why your copy should be straight to the point and direct, no matter what it is advertising.
Don’t try to be too mysterious or risque, and avoid using language that feels unsuited to your audience. Ensure that users know exactly what you’re offering and why they should click on your ad instead of another (e.g. discounts or incentives like free shipping).
Taking the Next Step
Planning a new PPC campaign doesn’t have to be complicated: leave it to a team of experienced digital marketing experts instead.
Get in touch to find out how our Orange County digital marketing agency will boost your online visibility with tailored PPC campaigns!