If you’re a new business starting their journey with PPC it can often seem like an overwhelming task.
With many business owners nowadays choosing to run their PPC campaigns by themselves, they often fall prey to making some crucial mistakes, mainly through lack of experience. Even PPC marketers who have been running campaigns for years tend to fall into bad habits from time to time. With this in mind we have written our 5 basic PPC errors PPC marketers make and how to avoid them, so that you too don’t fall short.
Mistake #1: Ignoring Mobile
Source – Smart insights: smartinsights.com
If you find that you are getting more leads via mobile search than desktop why not test and reduce your desktop spend and increase your mobile and vice versa, that way you are meeting the demands of your audience. It’s all about understanding how you and your audience communicate with one another, get that right and you will get more conversions.
Mistake #2: Targeting the wrong audience
Have you noticed that you’ve created some ads in your PPC campaign but they don’t seem to be getting the results you want? Then you may be targeting the wrong audience. This mistake typically lies with not doing enough research about who you want to be targeting.
Before setting up a PPC campaign you need to think about your ideal customers, what are they searching for in the market and how you fit in that market place. Here are just some key questions you should be thinking about and need to be answering in order find your target audience:
- Are we targeting businesses or consumers?
- What are their pain points
- How does your product/service help with their pain points?
- What are they currently searching for?
- What their age is?
- What is there demographic profile?
- What are their personal interests?
From these question, and the many more you can ask yourself, you can begin to make interruptions on who you target audience are. Once you find your target audience you can then begin to tailor your ads so that it will apply to them more, leading to more clicks and more conversions.
Mistake #3: Ignoring your Quality Score
Quality scores is a bit of a difficult topic when it comes to PPC as no one really knows how Google actually calculates quality score, so there is no real winning formula. Frustrating we know but it doesn’t mean that you should ignore quality scores completely. The quality score is an important part of PPC as it has an enormous influence on your spend.
Since quality score is determined by where and how often your ads appear, it is important to boost your ratings by working consistently on your account. Again there is no single way of improving your quality score, it has to be looked at in a holistic way, but by focusing your efforts in these key areas you could see some improvements:
- Keyword Research
- Keyword Organisation
- Refining Ad texts
- Optimising Landing Pages
- Adding Negative Keywords
- Click through Rates
- Landing page quality
Quality score is primarily a measure of relevance, and improving keyword quality score is a matter of structuring your PPC campaigns into small, well organised, tight knit groups of keywords the better. The more relevant you are to your audience, the more Google will rewards you.
Mistake #4: Using the wrong keywords
Just like targeting the right audience for your ads, you need to use the correct keywords that describe your target audience and will be of interest to them.At the end of the day if you aren’t grabbing your audience’s attention through the limited keywords you have, you aren’t going to get any clicks.
This lead backs to one of the other mistakes PPC marketers commonly make, and that’s finding the right target audience. If you can find out what your target audience are looking for you can then create the correct keywords for your ads.
Mistake #5: Poor landing pages
You have a great ad and the right audience and yet you still aren’t converting. Have you checked your landing pages recently? Your landing page is the main stage where your audience either becomes a customer or leaves. If your landing page doesn’t look professional or has very little information on it, it’s highly unlikely that customers will return.
Your landing page should be used as a platform to build trust with your customers. The more information you give your audience right off the bat about your products or services the more confident your customers will feel to make a purchase.
To make sure your landing pages are as effective as possible you need to make sure that the ad and landing page are relevant to one another. You wouldn’t want to click an ad you think is about Google ads and end up on a landing page about Facebook ads. This would just lead to confusion and worse a lack of trust.
As Neil Patel once said “a great ad paired with a great landing page creates a reason for a user to keep coming back”.
Whether you are a PPC master or a PPC newbie it is important to recognise bad habits so you can make sure you keep clear from them! PPC can be a frustrating thing, but if you bare with it, it can be extremely useful and help successful for your business.
Feel like your PPC account can do more? Why not have a free PPC audit with us! We can help identify where your account is succeeding and where it may need a helping hand. To start your PPC audit contact us on 0161 941 7500 or email us at hello@PPCevolved.co.uk