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Published September 08th, 2016 by

10 Mistakes That Are Costing and Killing Your PPC Campaign

10 Mistakes That Are Costing and Killing Your PPC CampaignThere is a procedure to be followed if you want a successful PPC campaign. The pay per click management company that you use will help you with this process. Some companies have already perfected their course of campaign while some are still on trial and error. Pick a management firm that will be able to help you with your campaign. There are times though, even with the help of a management company, that mistakes are made to kill your campaign and cost you money in the process. This is especially true for newbies who did not do enough research and just plunge head on to the campaign. You might not be aware that what you are doing are mistakes, so here is a list of them and what you can do to correct them.

Not Enough Preparation and Planning

Every project you take on, needs careful preparation and planning. That includes a PPC management campaign too. One mistake that new marketers often make is not doing their research on their target audience. You have to know what their online behavior and activities are so you know how to make your advertisement. You would also need to research the best keywords that you will use for your campaign. Not all keywords will do, unless you want to be paying the big bucks during auction. There are many keyword search services that you can use online. Most of them are free so you won’t have to pay any additional fees. So you have really no excuse on why you are skipping the research process of making a campaign.

Preparation will include research into the different demographics you are targeting, the keywords for the ad group, goal setting, what the competitors are doing and anything that you think will impact your campaign in the long run.

No SMART Plan

It was mentioned above that goal setting is included in the process of best pay per click management agencies. But you can’t just make any goals for your campaign. It has to be SMART. The goal is what you will be working for, so this is needed so you don’t do an aimless campaign. Specific is what S stands for. An example of a specific goal is: Will get mobile users aged 18-35 to click on your ads. Mobile users and ages 18-35 are specific goals.

According to Power Traffick, 53% of clicks comes from mobile advertisements. So you see your goal is specific and will give you a high chance of success. M is for measurable, meaning you should have a way of measuring your goal to know if it is a success. A is for attainable. Don’t set goals that are impossible to achieve. You will be just setting yourself up for vast disappointment. R is relevant, this means that the goal should be worthwhile and will meet your needs. Lastly, t is timely. This means that there should be a time limit to the goal you are making, like a deadline or a time frame. Making use the example mentioned above, a SMART plan would look something like this: To get mobile users, aged 18-35, to click on mobile advertisements to increase CTR by 10% in one week.

Poor Audience Choice

Advertisements for pay per click links should be specific to the audience, to their devices, location and even language. If you are using an advertisement that targets a very large audience, chances are it will do poorly. This is why your advertisements should be specific to your targeted demographic. This will ensure that your ads will reach the correct people. You don’t want to waste money on ads that will do poorly and might reach the wrong people. Location targeting is available with the best pay per click management agencies. Other available options also include language, gender and age group. Read PPC management company reviews to know which companies will offer the options to choose specific demographics for advertisements.

Not Enough Interesting Pieces

If you are not a good writer, it isn’t a problem since you can outsource this particular job to those who can write well. The important thing is to keep your call to actions and advertisements interesting enough that people will be inclined to click it. The Sourcing Pen lists reasons why poor writing is bad for business. Being boring is one of the most common mistakes that marketers make and this can impact your whole PPC campaign. Have your pay per click management agencies help with looking for the best writers to make your ads.

Another thing you might be doing wrong is not taking advantage of holidays and seasons. Put seasonal discounts in your advertisements to attract more customers and clients.

Irrelevant Advertisements

If you want to have a successful PPC campaign, make sure that all your advertisements are relevant to their landing pages and associated keywords. Having irrelevant ads in your landing page can confuse clients and increase bounce rate. Google defines bounce rate as the number of people of leave a site after visiting just one page and that is the landing page. A high bounce rate is a measure of how your page is doing.

Having relevant advertisements will improve your quality score and click through rate. The quality score is the rating for the relevance of your PPC ads to your keywords. A high quality score means you can pay less for every clicks that you receive for your advertisement. This is good for your return on investment.

No Effective Call to Action

A call to action in marketing is a slogan or phrase that calls your viewers to do the action you are telling them to do in your advertisement. A call to action, like the name implies, calls for your viewers to buy your product or avail of your services. Sometimes it could be as simple as read an article. But whatever it is, it has to be effective. You can’t have an advertisement without a call to action because then your potential clients won’t know what to do. What’s worse than a missing call to action? An ineffective one. Read articles on how to write an effective call to action, one that you can’t help but click through. Some pay per click management firms will help you do an effective call to action.

No Way to Assess Your Success

It was mentioned above that your goals should be smart. One criteria is that it should be measurable. No way to assess your success is the reason why. There are many marketers who make the mistake of not having a gauge on which to measure their success against. If you never measure your rates how will you know if you have succeeded? There are free tools online to help measure whatever it is you are doing. Though they may have limitations. Choose pay per click management services that will also allow you to measure your progress. Read pay per click management agency reviews to know which offers measurement tools as part of their plans.

Not Using Strong Keywords

Pay per click management is all about keywords. But not just any keywords, you have to use strong ones. You can use broad range keywords, but you run the risk of getting irrelevant advertisements when you do. The important thing is to do your research carefully and thoroughly. Some newbie marketers might jump in immediately to the PPC campaign, but if you want to be successful at it and not waste your money. Don’t forget to do your research first, that includes searching for strong keywords that will be high quality for you.

Not Using Negative Keywords

Some marketers make the mistake of not using negative keywords in their PPC campaign. Negative keywords are words that you don’t want your advertisements to appear to. This might be the reason why some don’t use this but negative keywords can actually help your campaign. Using negative keywords will ensure that when someone searches for a word in your negative keywords list, your advertisement will not appear. This will make certain that you will not be paying for a click that you don’t have a use for.

Not Innovating

Every pay per click management agency will probably have updates and new features regularly. It is a mistake if you won’t take advantage of these new innovations. Features that are added are usually things that will make your campaign stronger and more effective. So if you find new functions that your management firm are adding, take advantage of them. Your competitors are probably doing the same thing.

Now that you have read the entire article, hopefully you won’t make the same mistakes. You could save money and time if you do all the things in your campaign right. You will see positive results immediately, guaranteed. Don’t forget to do your research and be prepared when doing a campaign. Don’t commit newbie mistakes and you are on your way to marketing stardom.

Want the best management company to handle your PPC marketing? Check out the reviews offered by CrowdReviews.com.

John Tovar

John specializes in the creation and planning of business-centric mobile applications and mobile website design and development.

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