Google Analytics used to show you which search phrases people typed into Google before visiting your website, which was very useful for determining which keywords to target in your SEO planning.
But some years ago, Google began to replace these search phrases with (not set) and a wealth of infoemation was lost to the average website owner.
But through paid advertising (PPC) this information is still available to not only internet markets but site owners as well. Allowing them to better understand which keywords are helping to drive traffic to their site. Also allowing them to discover the keyword searches that are actually helping to generate results for their business.
But although PPC is effective, knowing the kinds of mistakes others have made will help to ensure that the campaigns you run don’t falter.
So what kinds of mistakes should you be avoiding when it comes to setting up and running a PPC campaign?
1. Forgetting To Do Your Homework
It is crucial that you understand who your target audience is, such as their behaviour online and what particular channels they happen to be active in. By learning more about your target audience you are able to create messages that they will easily understand.
2. Don’t Have Plan Or Goal In Mind
For any business to succeed online it is vital that they create goals that can be measured for what they hope to achieve online. By creating a plan it will help you to work out what your goals are and help you to stay on track in order to achieve them.
There are many tools you can use online today to help track how a particular PPC campaign is going. But one of the best is Google Analytics. Not only does it provide you with plenty of data it is also free to use.
3. Not Choosing A Specific Target
When it comes to PPC ads you need to make sure that they target a specific group, location, device or language. If you don’t select a specific target you’ll end up wasting money as the ads you create will appear in front of the wrong people.
4. Not Using A Negative Keyword Strategy
A negative keyword strategy helps you to select search terms that you don’t want your ads to show for. Not only does such strategies help with your ROI (Return on Investment) but can also act like some kind of security blanket during the ad campaigns.
5. There Is No Structure To Your Campaign
It is the structure that helps you to organise your campaigns into themes, which in turn helps make them easier to measure and manage. You will also find it helps you to use messages within these ad campaigns that are relevant to your target audience.
You may want to consider structuring your PPC campaigns so that the layout of them is similar to that of your website. So you may find that you need to create separate campaigns for each of the main products or services you offer.
6. No Call To Action
This is one of the most common mistakes people make when running a PPC campaign and will affect the success of the ads placed. The best way to find out what type of call to action works best is to test a number of different ones. This will help to determine just which of the messages used in the ads provides the best results.
7. Using The Wrong Type Of Landing Page
Whenever someone clicks on a PPC ad it should take them directly to the page that the includes the relevant keywords used in it.
When sent to a page that isn’t relevant to the ad, of course, this reduces the chances of the person taking the necessary action. So instead of buying from the business they simply leave the page.
8. Not Tracking Ad Performance
If they have no way of measuring what they are doing then, of course, they won’t be able to determine if the PPC campaign they have set up is successful or not. Most advertising platforms today provide their customers with a measurement tool for free that allows them to track how their ads are doing. So they shouldn’t be afraid of using these.
9. Not Testing
After creating a campaign many businesses forget to actually test how well it is doing. Without testing they cannot see just which part of the PPC ads is working and which aren’t. They don’t even need to run the ads first to see how they work. The great thing is that within Google Analytics there is a tool they can use “Experiments”. This will allow them to test various elements of a particular PPC campaign at the same time. So allowing them to test just how efficient they are.
By knowing what mistakes could kill your PPC ads success can help to ensure that you run ones that aren’t. In turn will help to ensure that not only are you reaching your target audience but you are getting enough of their attention that they will want to buy from you.