23 Apr 4 Mistakes to Avoid With Your Pay Per Click Campaign
Managing a pay per click marketing campaign is a critical aspect of your paid marketing efforts, and there are a few mistakes that you can make which will cost you a lot of money. Sometimes, small business owners will start a pay per click campaign with the idea that they are going to spend their marketing money and just see what happens, but the lack of planning can result in a lot of money spent and little return for the ads. Here are a few tips to help you understand the mistakes that you should avoid when you are managing a pay per click advertising campaign:
Mistake #1: Lack of Targeting
Placing random ads without targeting will have a negative impact the results of the campaign. The goal with pay per click marketing is to show your ads to a small section of people, and to make sure that those ads are directly focused on their preferences.Some small businesses will make the mistake of blasting their paid ads out to a broad spectrum of people, but the lack of targeting will always result in sub-par results.Depending on the platform that you are using to place your ads, you can choose specific targeting criteria to improve your results. For example, a local business should only be targeting customers who are within their local area. Also, only select keywords that closely match the product or service that you have to offer.Other platforms, such as Facebook lets you get even more specific with your criteria. You can choose their gender, interests, marital status, location, age, range, and many more demographic elements. Understanding your target demographic will allow you to save money on paid advertising, because then you can target those ads specifically to people who would be likely to buy your product.
Mistake #2: Proceeding Without a Plan
Before you spend any money on PPC ads, you need to make sure that you have a specific plan in place for your advertising campaign. Some people don’t realize the importance of understanding your demographics, and catering the ads and landing pages to match the preferences of those people.Spend some time understanding their likes and dislikes, and also get a feel for the types of keywords that they are searching for. It is also a good idea to look at competing ads, in order to see sales copy that they are using and the different methods that they are implementing within their paid advertising campaigns.Another element that you should consider is your strategy for branding your company. Each time an advertisement is displayed, it gives you the opportunity to brand your company to the person who is viewing your advertisement. A good branding campaign can be very effective in the long run, so you need to understand your short- and long-term goals and make sure that your advertising campaign fits within those goals.
Mistake #3: Failing to Track Your Results
How will you know if the pay per click advertising campaign is successful if you don’t track the results? Measuring the results of your advertising will help you to see if the money was spent appropriately, and then you can make decisions about how you will handle your future pay per click marketing strategies.For example, once you identify the campaigns that aren’t converting, then you can stop running those ads. Instead, use that money to ramp up the ads that are performing well, which helps to optimize every dollar that is spent.
Mistake #4: Driving PPC Traffic to Your Home Page
It might seem like the easiest strategy to send the traffic to your home page, but it will have a negative impact on the way the ads convert. For best results, you should be using custom landing pages to improve the relevancy of the advertisement. If someone is searching for a specific product, then you want to make sure that they land on a page that offers them options directly related to that product.
For example, if a person searches for brown leather shoes and clicks on your ad, then you don’t want them to land on the homepage which shows a variety of shoe options. Instead, they should be landing on a page specific for brown leather shoes.As you can see, there are many ways to adjust your pay per click marketing campaign. The best thing that you can do is to keep testing and trying new things, in order to see what is working for your customers.