If you are trying to get the most out of your digital marketing campaign, you need to take advantage of search engine optimization (SEO) and pay-per-click marketing (PPC). For example, you may be interested in running a PPC campaign on Google Ads. At the same time, running a successful campaign on this platform is more complicated than it might appear. PPC is useful in just about every industry. A study from PPC Hero Blog showed:
There’s a lot for you to keep track up, so it is easy to make a lot of mistakes. In some cases, these mistakes might be overlooked. For example, you might not be using the right extensions. Or, you might not be geographically targeting your ads accordingly. A simple mistake and cause your ad campaign to underperform.
Therefore, it is essential to understand a lot of the mistakes PPC marketers make. That way, you can avoid them. What are a few examples?
Always Aiming for the Top Spot
When you are trying to run a PPC campaign, you probably want to reach the number one spot. Even though this is tempting, aiming for the top spot is one of the most common mistakes. It may look great on paper; however, it will require a lot of time, effort, and money. These efforts could be better spent elsewhere.
For example, the top spot for competitive terms could cost more than $10. For a lot of businesses, this is far too much. If you focus on return on investment you may get better value for your money. Even if you are not in the top spot, you may still get a lot of clicks.
Not Putting Ad Extensions To Work for You
If you take a look at the default advertisements on Google, you will see that they are a bit boring and bland. You typically only have two descriptions into headlines. Therefore, you may think that that is all that you need. Remember that you need to make your advertisements attractive enough for people to click on them. For this reason, you need to take advantage of ad extensions.
There are a lot of Google ad extensions that you may want to use. Common examples include:
- The location extension.
- The site link extension.
- The price extension.
- The call-out extension.
All of these extensions can increase the size of your advertisement. That way, they take up more screen space, engaging your users better. They may also increase your click-through rate. If you want more users to click on your advertisements, you may want to put these extensions to work for you.
Not Taking Advantage of Negative Ads
One of the significant advantages of running a PPC campaign at that you are only going to pay for your advertisement when someone clicks on it. At the same time, this could be a drawback. Since you will be paying for every click you get, you need to make sure that each click is valuable. That is why you need to use negative keywords.
For example, Google Ads will display advertisements with specific terms such as “free” unless you tell them not to. If you have set your advertisements to “phrase match,” then keywords might be triggers your ads for the term “free.”
There might be some situations where this is helpful for you. There could be other situations where you do not want to target someone unwilling to spend money. You should take a look at the negative keywords list from Google. That way, you can exclude people who might be wasting your time.
Not Using Scripts for Google Ads
To run a strong PPC campaign, there are a lot of tedious tasks that you have to complete over and over again. There are a lot of daily recurring tasks that you might repeatedly be doing. As a result, you may be struggling to get any work done.
Fortunately, you can use a script feature from Google that might allow you to automate these tasks. Because your time is your most important resource, you need to automate these tasks. That way, you can save a lot of time, which you can use to focus on other areas of your campaign.
These scripts can do just about anything for you. They can take a look at your Google display placements, alert you to how much money you are spending, and take advantage of the best keywords. Scripts you might want to explore include the ad management script, the keyword script, and the bid management script.
Using the Smart Search and Display Campaign Feature Too Much
There are lots of options you could be using when you are running a PPC campaign. For example, one of the most common is called the smart campaign; however, one that you need to avoid is called the smart search and display campaign.
A smart campaign tries to take the management out of running your PPC campaign. This is usually targeted toward beginners. AI and machine learning will control a lot of ad scheduling and bidding.
The reality is that the results are probably going to be disappointing. Even the average PPC user will be able to outperform this smart campaign. Instead of relying on the robot to do this for you, you should rely on a professional to manage instead. That way, you know you are getting the most out of every dollar you spend.
Not Using an Ad Scheduler
If you do not go through the process of scheduling your own advertisements, you may find that your ads are showing up all day. Even though some cases might be helpful, this is usually not the ideal situation. You need to look at your advertisement campaign and figure out when you are getting the best conversions. For some people, it could be during lunch. For other people, it could be in the middle of the night.
Because you want to maximize your conversion rate, you need to set your advertisements to show up at a specific time. If you notice that you are getting quality leads during a certain time of day, that is one you should be increasing your bid spend. Make sure you take advantage of ad scheduling within your PPC campaign. That way, you can optimize your campaign accordingly.
Having a Website That Is Too Slow
One of the most common issues people encounter is that they have a far too slow website. Even though you spend your time focusing on the quality of your advertisements, you also have to think about the speed of your website. You need to make sure you convert people once they click on your advertisement. If your website is too slow, your bounce rate will increase, causing you to waste your money.
Therefore, you need to take a close look at your hosting speed. Make sure you audit your website regularly. You need your website to load quickly. Faster websites are going to lead to conversions. As your website gets more traffic, you may need to increase the quality of your hosting service. That way, you know people will actually see your website when they click on your advertisement.
Not Geo-Targeting Your Advertisements
You should also think about local search options. This is one of the first steps in defining your target market. Do you have a brick-and-mortar location? If so, you want to target people in the local area. If you run advertisements in other cities and states, it won’t do much for your foot traffic.
Fortunately, there are location targeting options when you run a campaign in Google advertisements. You will need to tweak the location targeting settings and make sure you take the time to do that. This is an important step in optimizing your ad spend when it comes to a PC campaign.
Forgetting About Your Campaign
You probably hope that your PPC campaign is something that you can set and forget. Unfortunately, this is not the case. You do need to revisit your PPC campaign from time to time. That way, you can make improvements as you collect information. For example, you may find that certain terms are better than others. Therefore, you want to shift your money to focus more on those specific terms. If you do not evaluate your PPC campaign from time to time, it will never get better.
Not Paying Attention To Your Landing Pages
Finally, you also need to pay close attention to your landing pages. It might be faster to have a single landing page for all of your advertisements; however, this will not help you get the most out of your marketing dollars. You need to maximize your conversion rate when someone clicks on your advertisement. The only way to do that is if you optimize your landing pages for each individual advertisement.
You can do this by A/B testing your landing pages. You might want to start with two options and see which one works better. Then, once you have the information, you can select the best one. This can help you get the most out of your PPC campaign.
Avoid These Common Mistakes
These are a few of the most common mistakes you need to avoid if you try to run a strong PPC campaign. Make sure you take a look at your PPC campaign from time to time, and avoid these common issues. This can help you maximize the performance of your digital marketing campaign. Remember that this is not something you have to do alone. There are professionals who can help you maximize the results of your PPC campaign.