Pay per Click (PPC) advertising is an outstanding way to drive traffic to websites.
By applying keyword based PPC ads, marketers can generate more leads and sales and increase their profit.
Creating a profitable PPC campaign can sometimes be challenging and hence requires expertise management to run it successfully.
We all are humans and therefore capable of making mistakes.
And as you manage few PPC campaigns, making mistakes becomes pretty common.
[Tweet “Making wrong decisions while setting up PPC campaigns can cost you a lot.”]
Your whole account including your ads can suffer as a result of common PPC mistakes that be easily avoided.
Fixing of these problems would mean saving thousands of dollars and generation of extra revenue.
This is the reason that we have incorporated this article which covers the 8 most common PPC mistakes that marketers make.
Our main aim in writing this article is to increase your awareness of these problems and the consequences and the methods by which you can avoid these mistakes.
List of most common PPC mistakes that can be avoided.
1. Not knowing the fundamentals of PPC
Before you start up with any PPC advertising, it becomes very important for you to understand the fundamental concepts of PPC campaigns.
Sadly, some PPC managers just overlook this fact straight away jump in assuming that they can figure out everything on the basis of trial and error.
[Tweet “Starting PPC campaigns without knowing the essentials could be a very costly mistake.”]
Therefore, prior to setting up your PPC campaigns, you should understand the basics of keywords, ad copy, landing page, bid adjustments, audience targeting etc.
Understanding the key ideas above will help you to make appropriate adjustments in your campaigns so that they are successful.
Apart from understanding the basic elements of PPC management, you should also be aware of certain warning indications in PPC.
Fundamental elements of PPC are:
- Click Through Rate
- Landing Page
2. Using Broad Match Keywords
It is important for you to use keywords correctly and appropriately.
You should avoid this mistake of using broad match keywords while running a PPC campaign.
Most of the advertisers use broad match type keywords that bring in irrelevant searches thus leading to wasted ad spend.
Broad search keywords are hardly recommended as there is already tough competition for generic keywords which prevents your ads from ranking high in the search results.
If you set up broad match keywords, you will be targeting searches that are beyond your reach and inappropriate for your campaigns.
For example, if you are only selling formal shoes and you add a keyword phrase “formal shoes”, your ad may still show up for queries like: “When should I wear formal shoes?”, “Shoe polish for formal shoes.” etc.
[Tweet “Broad match type keywords do not provide you with enough information about the user intention.”]
Therefore, to achieve the desired results you should make your PPC keywords compact so that your prospective customers reach out to you.
To know more about the types of keywords, refer to our previous blog on “Complete Guide on How to Use Keywords”.
3. Not using Negative Keywords
Negative keywords are a very fundamental part of a PPC campaign.
[Tweet “Negative keywords help you to get the right type of traffic based on your campaign goals.”]
Not adding negative keywords to your PPC campaigns is a very common mistake that needs to be avoided.
By preventing your ads being shown to irrelevant queries, negative keywords not only save your ad spend but also improves your campaign performance.
In order to combat the unwanted clicks, it becomes really important for you to do research and come up with a good list of negative keywords.
For example, if you only sell laptops and not the desktop computers, then adding “desktop computers” as a negative keyword will be beneficial for you as now your ad won’t show up for desktop computers at all.
Just like common keywords, incorporate the negative keywords in your campaigns and gain the rewards of reaching your target audience more accurately.
By using negative keywords you can significantly reduce irrelevant ad impressions for your ads, improve your quality score and lower the Cost per Click.
In addition, your Cost per Acquisition and ad spend will decrease while causing your conversion rate to increase.
If you are a newbie in PPC space, you should review Kissmetrics Blog on “The Beginners Guide to Using Negative Keywords.”
4. Irrelevant Landing Page
The landing page is where you close a deal with the customer in PPC.
So, a continuous process of landing page optimization becomes exceptionally necessary.
Whatever you state in your ad, repeat it on the landing page where you are taking your visitor.
[Tweet “Ensure that your landing page is relevant to the query.”]
By not creating a relevant landing page, you will disappoint your customers when they click on your ad.
The most common mistake that the beginners do is that they make all their ads land on the home page.
Moreover, the home page is the introductory page of your site whereas the landing page is a page that is built for a conversion objective.
Now just imagine that you have created a very good, eye-catchy ad copy and have even added ad extensions.
Your ad copy is simply perfect but when your user clicks on your ad, he is directed to a wrong landing page. The result of this mishap will be that your user will lose interest and will not convert.
Sending all the traffic to one landing page or even worse the home page is indeed a terrible idea.
You should design a target oriented landing page that serves only one purpose.
Therefore, it becomes really important for you to use correct landing page and also maintain a relevance between the keywords, ad copy, and the landing page.
5. Not improving your Quality Score
Quality Score is a metric in PPC advertising that reports the relevance and historical performance of your keywords, ads and landing pages with respect to the search query.
Your Quality Score can either make or break your campaign.
There are many factors that can lead to negative Quality Score.
For example, if one of your ads has a low score and you do not make any changes to improve it, then your entire campaign will have to face negatively because of it.
[Tweet “Low-Quality Score increases your campaign’s cost and lowers your impression share.”]
Quality Score acts as a helpful warning to let you know when you have to optimize your PPC campaigns.
There are a number of factors that determine the Quality Score like:
- Click Through Rate
- Landing Page
- Keyword Relevance
- Ad Text Relevance
- Historical PPC Account Performance
For your ads to be successful, Quality Score is an important factor.
It not only plays a key role in determining your ad position but also tells you how much will you pay for a click.
Therefore, the more relevant your ad, the more will be your Quality Score.
6. Considering #1 position to be the most appropriate
Advertisers scramble over each other to make sure that their ads make it to the top position.
Because they think that being on top determines their campaigns’ success.
A common assumption about PPC advertising is that #1 position is the ultimate goal.
In reality, there is a slight change.
#1 position isn’t always the best ad position for your business especially when you are paying a lot of dollars for a click and when you have broad match type keywords.
Being #1 will mean that your ad will attract visitors who might not have used the right keywords for their search query leading wastage of ad spend.
Certainly, #1 position will not hurt your ads from impression perspective but it is not an optimal position from conversion or ROI point of view.
According to a blog post by Search Engine Watch, it is also said that #1 Position doesn’t always get highest CTR.
One more thing to consider is that just because your ads aren’t appearing on #1 position does not mean that they aren’t being clicked or your potential customers aren’t visiting your website.
[Tweet “#1 position receives a higher percentage of clicks yet it generates the most non-converting traffic.”]
7. Creating Weak Ad copy
One of the most important elements of any PPC campaign is the ad copy.
With the right keyword targeting, great bidding strategies and appropriate audience targeting, an ad copy can still make or break your campaign.
No doubt you will draw in more customers and leads if you create a very general or broad ad copy.
But this will also make your ads feel neglected by your potential customers.
[Tweet “Ad copy is the only part of your work that your target audience will interact with.”]
So, make it the best you can.
Also, make sure that you target that audience who can benefit from your product or service.
Remember the best way to improve your ads is to study other ads, only then you will get an idea on how successful ads are created.
Another mistake that the marketers do is that they don’t use enough keywords.
Use keywords as much as possible because this will help your ad to connect to your user’s search query.
If you have any available offers, promote them in your ad so as to make your ad copy stand out above all the other ads.
8. Not Tracking Conversions
Conversion tracking is a method which enables the advertiser to know from where the conversion came from and what initiated the conversion.
If you think that your job is done after creating and uploading your campaigns, maybe you have a false impression about PPC advertising.
You need to optimize your PPC campaigns in order to get better results and for this, you need to have a proper process of conversion tracking.
Conversion tracking is important because PPC advertising involves multiple marketing activities, so unless you know from where the conversion has come from you will not be able to know which parts of your marketing activities are generating conversions and which are not.
Through conversion tracking, you can either stop or improve the non-converting marketing activities.
[Tweet “Conversion tracking isn’t a one-time activity, it should be constant to improve your conversions.”]
Only when performed correctly, PPC management can take your business to new heights.
Moreover, the problem is that some marketers end up ruining their PPC campaigns by making simple mistakes that could have been easily avoided.
By using keywords correctly, having a relevant landing page and by conversion tracking, you can make your way towards winning campaigns.
Avoid these 8 PPC management mistakes and you could run successful campaigns that your clients will applaud.
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