As effective as PPC campaigns can be, critical mistakes can prevent you from receiving the best results. When handled properly, both Bing Ad and Google AdWords campaigns can enhance your search engine strategy and help you increase both traffic and sales. Overall, such campaigns can also help you improve your bottom line. Below, we cover some of the worst mistakes made with Pay Per Click services.
- Not Utilizing Geographical Targeting
Geographical targeting is essential for localized small businesses and large organizations, as well. Using such targeting ensures you are able to avoid wasting your budget while obtaining maximum return on investment.
- Failure to Use Site Exclusions
Site exclusions are beneficial for removing low-yield, yet high-click, partner sites. This one step can help you avoid wasting thousands of dollars in advertising spend.
- Not Tracking Conversions
PPC offers a number of advantages, including the ability to provide almost complete transparency. In order to take advantage of that benefit, however, you must set up conversion tracking. With conversion tracking, you have the chance to improve your marketing dramatically by understanding which keywords, clicks, and ads are driving the most business. You can also gain insight into where you’re spending the most money and which areas are providing the least return.
- Not Checking and Making Optimizations
At least once a week, you should make a point of checking and making optimizations to your PPC account. Many times, marketers who attempt to handle PPC campaigns on their own will forget to do so, leaving missed opportunities to optimize their accounts. There’s no need to spend a lot of time doing so, but spending just half an hour a week can make a big difference.
- Not Eliminating Poor-Performing Keywords
Not all keywords are winners. Testing keywords is essential to a successful PPC campaign, but if you do not clean out keywords that are not performing well, your testing efforts are for naught. This tends to lead to a higher cost per click and lower conversion rates.
- Not Making the Most of Mobile Targeting
Mobile marketing is incredibly important to your PPC marketing campaign, yet many marketers fail to take full advantage of the opportunity to target mobile users. Make sure you do not fall into that trap.
- Not Giving Your Quality Score Enough Importance
By optimizing your quality score, you can actually save money per click. Yet, some marketers ignore the quality score because they do not understand it. Taking the time to understand it or obtaining professional help can give you a lower cost per click and better rankings.
- Using the Wrong Keywords
To make the most of PPC marketing, you need to be able to grab the attention of your audience, and the best way to do that is by using the right keywords.
- Not Raising Your Bids
While the budget is certainly important, when you have ads that simply are not getting enough clicks, you may need to consider raising your bids.
- Not Having a Good Landing Page
Regardless of how good your ad may be, if you do not have a good landing page, you will still likely experience poor conversions. Take the time to set up a good landing page.