Seven Common Mistakes In PPC That Make Web Marketers Fail
Bidding Broad
When setting up your campaign you need to be very careful and need to be fast. Every industry has their huge list of keywords that drive them with the most traffic but there is many more distinction of keywords that are being searched when you focus on “long tail keywords”, the less you’re going to pay per click. Furthermore, your ads will be ranking higher if the keyword is closely matched. Expand your keyword list by just looking at your own web statistics for exact keyword variations people use to search for your product.
Avoiding Geo-targeting
Geo-targeting within a PPC search engine means that you are limiting the range of your advertising reach to a specific physical location. The search engines recognize each searcher’s IP address and can then deliver ads designated for their location. It’s just a psychological thing. .Google and other search engines permit you to geo-target your PPC ads by state. PPC geo-targeting lets you target two types of searchers first the searcher who is within a given location looking for a general keyword and then the searcher who is searching with a geographic location integrated in the search query.
You will certainly get a higher click through rate (CTR) and thus a lower CPC. Furthermore from the beginning, your visitor will know that you “recognize” their location.
Losing Relevance on Landing Page
Effective landing pages are the means to converting customers through paid search. Generally the structure of your landing page should match up with that of the banner, the ad or the link they clicked on to get them on that point. For example, if your pay-per-click ad is targeting PPC articles, your landing page needs to talk about exactly that.
Using Telephone Numbers
Using a telephone number within your PPC ad is an eye catcher and nothing more than that. Many people will want to look at your services on a website, not phone you about them straight away so be sure that the majority of your users will not call instead of clicking. You’re wasting valuable ad space that could instead be used to draw customers in. Even if you do manage to get people to phone you and not click on your ad then you will lower the CTR on those ads causing a lower quality score and worse positions at a higher cost
Avoiding Brand Name Keywords
Buying your name as keywords in PPC will give you an immediate presence in search results for these words, and will give your company valuable exposure. You may also be trailing out to direct competitors who are purchasing your name as a keyword, and are building up their own brands as a result of this strategy. Competitors may be bidding on your brand name and stealing your traffic.
Paying for Negative Keywords
It’s most significant to the customer however that the traffic you drive to their site is qualified, and not people who are just browsing. Driving more eligible traffic should decrease your spend and your cost per conversion while increasing your ROI. Negative keywords can help weed out unwanted or expensive traffic that aren’t yet ready to convert. Be sure to use that “negative keyword folder” to get rid of these insignificant clicks.
Not Using Keywords in Ad Text
Your ad text is one of the most significant aspects of your PPC account. A big mistake is when people focus more on their keyword bids than their ad text of an ad group. Be sure to incorporate one or more of your keywords within your ad text and include a call-to-action. A good call-to-action will guide the client in the right direction once they enter your site.
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