9 Common PPC Mistakes That Can Sabotage Your Campaigns

If you are a marketer, you already know the effectiveness of a great and successful PPC campaign. However, achieving success in PPC marketing requires dedication, knowledge, and hard work. There is no denying the fact that it is probably the easiest way to improve conversion, increase traffic, take the ROI to 200%, and a lot more. It is perhaps the fastest way of getting revenue from online marketing. However, it is definitely not easy to create a successful campaign.

Remember that you will only be able to taste the mentioned benefit when you create a successful campaign. As marketers are prone to making mistakes while creating a PPC campaign, it can result in a considerable loss. Whether it is a beginner marketer or a seasoned professional, everyone is prone to making mistakes. However, certain PPC mistakes need to be avoided as they can result in sabotaging your campaign.

So, in this article, we will primarily cover the common PPC mistakes made by marketers. Make sure to thoroughly read each and every point and avoid making mistakes. Adjusting strategy in a way to achieve success is the best way to improve your revenue.

Mistakes to avoid:

You have not set goals properly.

It is simply impossible to make the right decision until you define success. It is crucial for you to keep factual and objective when it comes to managing, setting up, and measuring PPC campaigns. You need to know that you must start by choosing your top-line goals, granular goals, and marketing goals.

Not having clear goals results in creating confusion. The confusion also means that you might not be specific or have said too many goals for your campaign. Not having clear goals will result in not being able to measure success. Therefore, it will again refrain from adjusting campaigns and leading to wasting your valuable money and time.

In order to enjoy a successful PPC campaign, you need to realize your goals. You need to understand the goals you would like to achieve and the number of visitors you are looking forward to converting into leads, and everything you want to achieve. Make sure to specify the goal and keep track of your progress to understand whether you are able to properly work on it or not.

No understanding of the funnel

Your top priority should always be to get the best results from your PPC effort. This means you want to capture more leads to the bottom of your funnel. Hence, this way, it will have more conversion. Only someone who has no knowledge about PPC campaigns will think that all the visitors coming to the website will successfully convert on their visit.

The truth is, only a few will convert. However, you have to make sure that you create the campaign keeping the funnel in mind. It will help in improving the conversion of your website visitors. It is sure that there will always be unique circumstances where only a specific percentage of visitors will convert.

However, irrespective of the situation, it is important for marketers to understand the entire funnel and then create a PPC campaign accordingly. Ignoring the funnel will result in leaving great opportunities on your competitor's table. So make sure to use analytics, UX tools, and heat mapping to understand the entire customer journey on your website. Do not just create a campaign for the sake of making it. In order to leverage the benefit of PPC and close deals, it is essential to understand the funnel.

You must also put different budgets, focuses, and values on content ad groups and campaigns. You can also use the marketing technique if required.

Incorrect use of match types

Paying attention to all the crucial aspects of a PPC campaign is essential. There are typically three settings that one can use for choosing keywords, especially in Google ads. Making incorrect use of match types is one of the most common mistakes made by marketers. Here we will take women's running shoes as an example of keywords and will illustrate how different match typesetting will work.

● Phrase match: it will display the ad for all the phrases that include women's running shoes and all the associated words, like designer women running shoes, women's running shoes size 7, et cetera.

● Broad Match: it will display the ad for different kinds of keywords, which has a common intent similar to women running shoes.

● Exact Match: it will display the ad when a user is writing the same words.

So, it is vital for you to choose the correct match type. Basically, the Broad Match is generally used to get a wider audience, and the Exact Match is usually used when you want to bring qualified traffic to your website. Another one is a Phrase Match, which keeps a balance in quality, depending on the goals you set.

Keeping the correct setting is extremely important when it comes to improving traffic to your website. Broad Match can be the right match type for your purpose. However, an exact match can be the right choice if you want to improve your conversion. In case you skip identifying those in the early stage, you might end up spending money incorrectly on the wrong demographic, which will not lead to conversion.

Not using geographic targeting:

Geo-targeting or geographic targeting is, again, extremely important in PPC marketing. Geo-targeting will help you to refine PPC ads according to the geographical area. It can be highly beneficial for small businesses looking forward to attracting customers within a specific radius. This is especially an excellent choice for brick-and-mortar businesses within the location. Apart from this, it also becomes handy for worldwide corporations who are looking forward to improving their conversion from a particular region.

Ignoring geo-targeting can result in losing a lot of money and can also reduce the quality score. It will show up for the searchers who are situated on the other part. It can also result in increased costs for specific keywords, which is why there are some keywords with high-price. To be precise, it will potentially hurt your business.

So, paying attention to geo-targeting while setting up your PPC ad campaign is essential. Making use of the standard option is always recommended. Start by refining the ad display in certain regions to ensure you are not overpaying for clicks or inflating prices in other areas. Additionally, when you decide on a smaller area, it helps you to get qualified leads and improve your quality score, along with saving you money.

Not paying attention to negative keywords:

It is important to realize the need for negative keywords. Negative keywords are referred to specific terms that you would certainly not want to trigger in your ads. It is most commonly used for phrase match and broad match keywords when there are specific keywords, which generally have the potential to change the overall meaning of the keyword.

For example, when you are mostly into selling women running shoes, the negative keyword would always be men running shoes to make sure that you are not triggering the searcher queries who are looking for men running shoes. This way, the PPC Ad will not show up when someone is typing for men's shoes and will also stop showing irrelevant results.

Generally, negative keywords have the potential to reduce the chances of irrelevant searches and improve the overall quality score. Therefore, when you have an improved quality score, it will save your overall expense. It also helps to get a favorable reputation, and you can attract quality visitors who will likely convert into potential customers.

Not making use of long tail keywords:

When it is about long-tail keywords, you need to pay attention to them when creating PPC ads. Long tail Keywords are search terms with long phrases that sometimes reflect users' intent and ensure conversion. The long tail keywords or more affordable, more targeted, and can be a safe choice for businesses rather than using shorter keywords. Remember that short keywords are known to be competitive and are mainly used by industry leaders.

Making use of the long tail Keywords can be helpful for any business as it narrows down your appeal to a specific group of customers. This might sound counter-attractive when you're looking forward to attracting more people to your website. However, when you use these narrow keywords to attract people, it has increased chances of converting, which will become beneficial for your business.

To be precise, even when you will not receive a considerable amount of traffic, you can stay assured that most traffic coming to your website has buying intent which can improve your conversion. After all, everyone visiting your website wants to buy something from you.

Not checking the quality score.

The next important aspect of PPC advertising is quality score. Quality score is generally the numerical representation of the ad in Google. When you have a high-quality score, Google will make fewer charges when people click on the ad. This means the quality score is associated with your expenses. It is also a critical part of your business growth as it will save you from expenses and help you to get a better position above the competition.

You will be able to find the quality score and can quickly improve it by following a few simple strategies.

● Provide useful information – You require creating pages in a manner that will help users to get information and compel them to click on the Google ads.

● Appropriately target the audience – Make use of long-tail keywords to ensure that you get more number of quality clicks on the website.

● Make conversion a little bit easier – It is vital for you to add a proper call to action button at the end of the page, which will encourage and compel visitors to buy or subscribe to your offerings.

These are the three most important strategies that you must follow if you want to improve the quality score for your Ad.

Having a poor website design

Another very common mistake made by businesses while creating key PPC campaigns is not paying attention to their website design. Having a poor website design is one of the most significant drawbacks. It becomes challenging to navigate for the users in such a design. It commonly means problems with navigation, layout, not optimized for different devices or outdated design.

When your website does not have a proper design, your users are more likely to leave your website and look for the same thing from your competitor. Therefore, it will have a reduced conversion rate, and you're actually wasting your money on ads. In order to create a successful PPC campaign, you initially need to pay attention to your website and make sure that it has a proper design that can be navigated easily. You also have to ensure that it is optimized for different devices so that people visiting the website from other devices can seamlessly access it.

Bad ad creatives and copies.

It is essential for you to realize the need for creating ad copies and creatives. Now that you have decided to make your first PPC ad campaign and you have got knowledge about the most common mistakes. To avoid this, you must also know that creating Ad creatives and copies is extremely difficult. Most people make a mistake by not paying attention to them. Especially when you're new to this marketing technique, it can be really difficult to get suitable Ad copies and creatives that Google will approve.

If you have experience working with this, you might know that every platform requires different styles of copies, which makes it a little bit difficult. So you have to keep in mind that whenever you create ad copies, they must be compelling and eye-catching. It also needs a good call to action button that encourages people to take action. Creating ads according to the business offering and your business tone is essential.

Conclusion:

So, these are some of the most common mistakes made by people while creating a PPC ad campaign. It is crucial for you to realize the need to avoid these few mistakes if you want to successfully leverage the benefit of a PPC ad campaign. While it is known for having the extreme potential to improve your visibility and conversion, it also requires you to put in the right strategy and avoid making some of the most common mistakes to improve your success rate.

Not only is it about avoiding mistakes but creating PPC ad campaigns requires experience and technical skills. You need to work hard to be correctly able to create a campaign that has the right amount of creatives. Good Ad copy and call to action encourage people to take a specific action. However, if you're unsure whether you can handle this task, it is always better to choose a professional to run a PPC Ad campaign. Choosing a professional with experience would ensure avoiding these common PPC mistakes.

FAQ

Why choose PPC marketing?

PPC marketing is actually a technique provided by Google where you can improve your visibility and conversion by paying for every click to Google. It is probably the easiest way to improve conversion and get more traffic to your website. However, if you want to leverage the extreme capabilities of PPC marketing, it is essential to avoid the common PPC ad mistakes mentioned above.

Which industries can be benefitted from PPC?

There is no such specific industry that can benefit from PPC marketing as it is a universal choice. People from different industries can leverage the benefit of PPC marketing when they avoid making these most common PPC mistakes. As mentioned above, these are some of the general PPC mistakes made by most marketers, which you must avoid. However, irrespective of your industry, you can choose to create your PPC ad campaign.

Do I need to hire a professional?

Remember that PPC Ad is extremely difficult and it requires experience. If you don't have much experience creating PPC Ads, you are prone to making common PPC mistakes. This will only result in wasting your effort, time, and money. So instead of taking improper steps and wasting your effort and time, it is always beneficial to hire an expert who knows the common PPC mistakes and ensures better success.

Visit: https://digitalhabibi.com/9-common-ppc-mistakes-that-can-sabotage-your-campaigns/