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7 PPC Mistakes You Might Make (And How To Avoid Them)

Siren Digital Marketing • May 31, 2020

The global digital ad spending was $240 billion by the end of 2018. The market size is projected to grow to more than $510 billion in the next three years. With the increasing use of the internet, the growth isn't surprising. 


Businesses have embraced this change and are already using pay-per-click advertising to increase traffic to their websites. Yet, marketers make several mistakes in their PPC campaigns, which affect their effectiveness. 


If you’re new in the world of PPC, it will help to know some of the mistakes that you're likely to make. Click here to know more about PPC mistakes and how to avoid them.


1. Lack of Clear Goals 

What do you hope to achieve with your PPC campaign? For most people, the goal of PPC marketing is to get more revenue and leads. Yet, you might want to go deeper for your goals to be more specific. 


It would help to identify the ideal leads based on the target market. Defining your audience will make it easier for you to write relevant ads and build landing pages that resonate with your intended clients. Use quantitative and qualitative research to create personas for your online advertising. 


With the right information about your audience, you’ll be in a better place to create specific and measurable goals. Your chances of having a successful PPC campaign are high. 


2. Failure to Optimize PPC Campaign 

If you know what PPC is, you probably understand that it’s not static like billboards and print ads. With online advertising, optimization is indispensable. You’ll need to keep monitoring the ads and making adjustments as necessary. 


With optimization, you're likely to improve the performance of your ad considerably. Understanding how SEO works is a great step towards having optimized PPC campaigns. You’ll learn more about keywords and different strategies that allow your ad to rank high on search engines. 


Keep checking the performance of your campaign to know if there's a need for any adjustments. Depending on the results, you can tweak the budget to get more relevant leads.


3. Using Wrong Metrics 

When you invest in advertising, you have to measure results. Focus on identifying leads that bring in money. Analyze the behaviors and motivation of such leads to know how to optimize for more traffic. 

You can start with Google ValueTrack for relevant data relating to your ad clicks. This tool will enable you to make better optimization choices. You can research more on the tools to use for your site to focus on relevant metrics. 


While the conversion rate is a good sign, it might not be the ultimate metric. Money on your account is the only sure way that your PPC is paying. Your analytics need to record the most relevant data for you to succeed. 


4. Avoiding Geo-Targeting 

Having your brand across the world is a dream-come-true. However, one of the PPC mistakes that you’d want to avoid is failing to geo-target. Despite wanting to sell your products across the world, it would be advisable to geo-target for a more local focus.


About 46 percent of the 3.5 billion Google searches are users looking for local information. Most consumers want a business that is within their locality. It would be vital to have a PPC campaign with a specific focus, such as a state or city. 


If you want to sell across the country, have different ads with specific states for your campaign to bring better results. You’ll connect more with your site visitors. Geo-targeting will increase the click-through rate, which will mean a low cost per click. 


5. Doing Too Much

Digital marketers using PPC want to get returns on any dollar they invest in advertising. When output increases, one considers the campaign as successful. Unfortunately, bidding on everything in an attempt to increase your revenue can be disastrous. 


It is advisable to focus your keywords on a specific part of your business. Trying to use all the possible keywords likely to be searched might reduce the quality of your site’s content. Less is more when it comes to PPC. 


If anything, focus on quality. A few great keywords will get you the conversion that hundreds of keywords might never reach you. Besides, the right targeting will ensure that your campaign budget is reasonable.


6. Doing It Yourself

A DIY on Google advertising might not be the best decision for your PPC marketing. Unless you're an expert in digital marketing, Google ads can be complicated. One mistake can jeopardize your entire campaign.                       


You’ll need a digital marketing strategy that’s easy to monitor and track. The strategy should consider ads and relevant optimization. If you haven't worked on your site, investing in online advertising will be futile.


Working with a professional will save you the frustrations. An expert in the field will handle your campaign professionally and the results will be worth every investment you make.

 

7. Having a Poor Website 

Your website is the ultimate place where your target audience lands after a PPC campaign. Some marketers focus solely on the ads and forget their sites. This mistake can beat the essence of having a campaign in the first place.


If your website isn’t making leads to convert, you need to evaluate your strategy. You’ll spend a significant amount and still fail to meet your targets. Your website should be optimized, fast, and user friendly for it to convert. 


PPC Mistakes Are Common In Digital Advertising 

Investing in pay per click ads can be a game-changer in your digital marketing. While it might seem simple on the outside, PPC is quite complex. You need to understand some of the Google algorithms to make strides in this marketing approach. 


It is prudent to hire a professional for your digital marketing and, especially for your pay per click campaign. A professional has the skills, knowledge, and experience to pull a PPC campaign that will increase sales. You don't have to struggle to do it yourself as a seemingly small mistake can make you run losses.


Do you need digital marketing services for your business? Contact us today for a range of services that will drive your company to the next level.

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