Creating a productive and successful PPC (pay per click) advertising campaign can sometimes be a challenge and requires setting up different parts for it to run successfully.
When managed well, a dynamic PPC campaign can be a fantastic addition to your SEO strategy. Targeting your adverts allows you to connect with people who have an interest in your products or services, and provides them with appropriate advertising.
However, PPC can cost you money if not executed correctly, but it is possible to learn how to run a campaign that will be beneficial, profitable and gain you new clientele.
Below are some common PPC mistakes that you should avoid when setting up your campaign:
1 – Not knowing the fundamentals of PPC
Prior to setting up your PPC campaign, it is important that you understand the basics on how to target the correct audience, such as keywords, ad ranks and bid adjustments.
Assuming that you can figure out PPC by trial and error, and without knowing the essentials, could be a costly mistake and one that can be avoided.
2 – Not using negative keywords
As well as adding positive keywords that will attract customers via PPC, you must also create negative keywords.
Negative keywords will stop your ad from being displayed when you know that your audience will show no interest. For example, if you sell laptops, but don’t sell desktop computers, then it would be worth adding ‘desktop computers’ to your negative keyword list.
3 – Campaigns are running constantly 24/7
Don’t forget that you can set up automated rules so that your ads only run at certain times of the week or day. These can be accessed via the ‘all features’ option in campaigns settings.
4 – Not using the telephone ad extension
The telephone ad extension is ever more important as mobile usage grows, the telephone extension has to click to call enabled and this means the user call you with just a single swipe.
5 – Not setting up geographical targeting
Even if you are a global seller, psychologically, customers still prefer a local business. Using geographical targeting enables you to display your ads in a location that is relevant to your products and services.
6 – Your landing page isn’t relevant
By not creating a relevant landing page, visitors will be disappointed when they click on your ad. Make sure whatever you have said in your ad, that you say on your landing page so that you don’t lose potential clients.
The most common PPC mistake for novices is to make all ads land on the home page. In fact, there is plenty of confusion between a landing page and home page.
The homepage is the root of your site, such as anglux.uk, this can also be the landing page, but equally, any other page can be a landing page. Any page the user “lands on”.
7 – Keywords are targeted too broadly
If you only set up broad match keywords, then you will be targeting searches that reach too far and are not appropriate for your campaign. For example, if you only sell leather boots and you add a keyword phrase of ‘leather boots’, this query could match to get ‘when should I wear my leather boots’, ‘shoe polish for leather boots’ or ‘how do I remove scuffs from my leather boots’.
8 – Not bidding on your branded keywords
If you haven’t bid on your own company brand name or branded products, then you are missing out on your best keywords. Not only are your own branded keywords cheaper to buy, they should also reap some of your highest quality scores and click through rates.
9 – Thinking position #1 is the most relevant
Assuming that being the number one ad in paid search results will gain you the most profit isn’t the best strategy. The majority of the time internet users will carry out a few initial searches before getting it right. If they see your ad when they first start out their research, they are not likely to go back and find you again once they have optimised their search term.
To find out your most profitable position, try using a keyword report from Google Adwords.
10 – Creating campaigns that aren’t mobile compatible
With so many searches coming from mobile devices, it is essential to make sure your mobile landing page is mobile friendly. To set up this option, ensure that you are using the ‘click to call extension’, and have a responsive page that allows customers to use the ‘call now’ setting in mobile call to actions.
By far the most common mistake is to set up campaigns and let ads run on autopilot, even with budgets in the order of the thousands a month is not uncommon for campaigns to run out of budget by the time your office opens.
We have worked on such cases where a £10,000.00 monthly campaign, set on autopilot, this small fortune works out £333.33 a day, at £3 to £10 per click, on most days by 9.00 am the budget has run dry when the target market was mostly from 9 to 5.
Pedro specialises in SEO and WordPress, with 15 years in digital including various agencies, academia and running a very successful SEO consultancy since 2010. Pedro his an avid 10K runner and enjoys escaping to the sun, volcanoes and squash.
SEO, paid search and content marketing boutique specialising in long-term strategies.