Pay per click (PPC) advertising is one of the fastest ways to boost traffic to your website, find potential leads, and increase sales etc… However, running a Pay-per-click (PPC) advertising campaign isn’t easy as said. Without any prior understanding, Pay-per-click (PPC) advertising campaigns will drain your wallet without any Return On Investment (ROI) or to be precise without any Return On Advertising Spend (ROAS). In this blog post, we are going to share about the top 5 most common PPC errors and how to avoid them.
However, there is a common factor where most companies make this one common mistake by miscalculating the campaign metrics. Where, the companies make decisions about campaign effectiveness based on impressions and clicks. Without looking at the actual revenue generated through the campaign.
As per Jennifer Best, the Vice President of AAE speakers bureau, companies should focus on understanding the campaign metrics, where the actual ROI or ROAS should be compared with revenue generated through the campaign not compared with mere clicks and impressions
Pay-per-click (PPC) is an advertising campaign strategy that can be used to advertise, both in search engines as well as social media. However, as the name suggests, you will be charged whenever a user clicks your ad and directed to your targeted landing page. Whereas in Pay-per-click (PPC), the amount you will be charged per click, can vary based on keywords and ad placements.
How does Pay-per-click (PPC) work?
- Pay per click advertising campaigns are primarily based on keywords and bids. Where you can place your ads for specific search terms or keywords for Pay-per-click (PPC) amount.
- Whenever an online user searches something related to the keywords you target, your ads are displayed to them in rank based on the auction.
5 most common PPC errors and How to avoid them
Not having Goal
One of the common Pay-per-click (PPC) mistake, is not having a clear goal. To run a successful Pay-per-click (PPC) advertising campaign, one has to have a strong goal. Some of you might have a goal like “Lead Generation” or “Boost Traffic”.
The Primary question is, What type of lead? Do you want a lead that converts? Does the traffic you want to generate should be random or future prospects?
Do create a list of questions that can help you in creating a strong Pay-per-click (PPC) advertising campaign goal. Whoever, doesn’t have a goal nor good understanding how a goal can strategize Pay-per-click (PPC) performance will always end up in a rip off.
Tip: Use the performance planner to explore the Pay-per-click (PPC) outcome and access forecast performance reports for the Pay-per-click (PPC) campaign. Check the step by step method to create a performance plan
Not Split Testing
If you’re looking forward to invest in a Pay-per-click (PPC) advertising campaign, A/B testing and split testing is important to improve campaign performance. While the Pay-per-click (PPC) advertising campaign is a great way to generate leads and traffic, if you don’t test the ads properly, you will never know which Pay-per-click (PPC) advertising campaign is really working and effective within your budget.
Even if you’re a professional advertiser, data gained through testing Pay-per-click (PPC) advertising campaigns always help in creating better performing ads. It’s one of the reasons, Why Google advises to use a Google partner for advertising.
Not using Negative keywords properly
Pay-per-click (PPC) advertising campaigns work like a charm with the right keywords. However, forgetting to add negative keywords will cost you a lot. These negative keywords are none other than search terms, where your Pay-per-click (PPC) ads get displayed automatically in multiple search terms that are not relevant to your prospects nor your business, it doesn’t benefit you in any way other than draining budget.
Do make sure to add negative keywords, and in time you can even gain data about where your ads are appearing. Using that, you can add the negative keywords, which will save your Pay-per-click (PPC) ads from ROAS leak.
Not using SEO optimized landing pages
Pay-per-click (PPC) advertising campaigns are best at driving traffic to your landing page. However, if your landing page isn’t relevant to the Pay-per-click (PPC) ads you placed, your website might receive a higher bounce rate without any conversion or sale.
Search Engine Optimization (SEO) is the pillar of a website, using SEO optimized landing pages for your Pay-per-click (PPC) advertising campaign is mandatory.
Lack of Management
Lack of maintenance will break your Pay-per-click (PPC) advertising campaign, not reviewing your campaign performance and making no changes to improve its performance will easily increase your expenses but not your revenue.
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