Pay-per-click (PPC) marketing as defined by WordStream is a way of using search engine advertising to generate clicks to your website, rather than earning those clicks organically. Do you see those ads appearing on top of Google’s search results page? That is PPC advertising. Below is an example.
Through PPC advertising your business becomes visible to consumers looking for your products and services. Although it is an effective way to reach your target audience and promote your business online, it can become costly if not done correctly. In this article, we put together common PPC mistakes along with some tips on how to avoid them.
Four Common PPC Mistakes to Avoid and Ways to Fix Them
PPC Mistake #1: Not having a relevant landing page
When effectively done, PPC traffic will send lots of new visitors to your website. But no matter how structured your PPC account is, if you do not have a good landing page, all your hard work will likely go to waste. You see, if the ad takes your visitors to your homepage, which is mainly just the summary of your brand with dozens of links, they may have a hard time looking for the information they need. Not only can this result to them being disappointed, they will also leave your website, and the cost of that click is wasted.
That said, be sure to direct your visitors to the page that reflects the message on your ad. It is vital that whoever clicks onto your website from your ad should get exactly what they are expecting. So create a landing page for every ad you run so you can provide the exact information your potential customers are looking for.
PPC Mistake #2: Not bidding on the right keywords
When writing a PPC ad, it is important to target specific keywords that your target audience is searching for. Failing to use the right terms in a campaign can lead you to paying a premium for little return. When you bid for the wrong keywords, you decrease your quality score, which then lowers your ad rank. As a result, you pay more per click for an ad that doesn’t appear often.
For example, if you sell high-waist skinny jeans for women, bidding on broad keywords like “jeans” or “women’s apparel” would be pointless. Try using “women’s high-waist skinny jeans” instead. In every PPC campaign you build, ensure that you include relevant terms to your business that accurately match what you offer.
What is great about targeting specific keywords is that they are cheaper than broad terms and you have fewer competitors. If you are hoping to rank for a keyword such as “jeans,” you are only putting your brand in direct competition with other big companies like Levi’s and American Eagle whose budget you may not be able to compete with directly.
PPC Mistake #3: Not using the full range of ad extensions
Ad extensions are the extra information that appears below your ad copy. This additional information allows leads to get a better idea of your business and urge them to click. The beauty of PPC ad extensions is that there is no extra charge to use them. You only have to pay for the amount that you already pay for a click on your ad. Below are the six commonly used ad extensions.
Whether it is a phone number, a sitelink, or a review, the more extensions you add, the more compelled your target audience will be to click on your ad. While it is ideal to use all ad extensions, not everything will be applicable to your business, so make sure to include only those that are relevant. For example, it will not make any sense to use the location extension if you don’t have a brick and mortar store. On the other hand, not using the callout extensions could mean missing out on higher ad positions and improved click-through-rates.
PPC Mistake #4: Not writing appealing copy
When writing copy for your PPC ad, there are two things to keep in mind. First, it should capture the attention of potential customers. Second, it should entice them to click on your ad. While it sounds doable, crafting good PPC ad copy can actually prove challenging since you are working with limited space.
Before you begin developing your PPC ad copy, think about your ideal customer. What are they looking for? What is the reason behind their search? What kind of answers do they want to find? Once you are able to understand your target audience, it is easier to write ad copy that matches their needs. When creating your ad copy, be concise and to the point. In doing so, you can send your message across without going beyond the required character limit. And don’t forget to include a call to action such as buy now, shop today, sign up, or contact us.
PPC advertising can be complex and requires the service of a specialist. While you can spend some training yourself, it can be overwhelming for beginners. If you think setting up a PPC campaign is the next crucial move in your digital marketing, consider getting a PPC expert to help you out. Give us a call, we would be more than happy to discuss your options.