The most common PPC mistakes, and how to avoid them
Hello! Welcome to The first and most commonly made mistake is rushing to get started.
Every marketing department has deadlines but pay-per-click requires a delicate approach and high attention to detail. Rushing into this campaign can do a lot of damage and severely strain your department’s budget.
PPC is a very flexible marketing channel, offering your team a large number of options and choices.
But this isn’t always a blessing, as marketing teams can become confused and unknowingly make choices that can sabotage success.
Take your time when setting up a PPC campaign; be 100% sure in every decision you’ve made. It may take an extra 24 hours but could save your business thousands.
Next up – Not bidding on your own brand
It seems foolish to bid on your own brand name but it’s actually highly important, and failing to do so can be detrimental to success.
If you don’t bid on your own brand name, competitors can steal those valuable top ranking spots. If a prospect searches directly for your brand, and they can’t find you- it doesn’t look good!
Set up a PPC campaign to bid on your own brand name, ensuring you rank in both organic and paid spots on these most valuable searches.
Take a little look at your competitors’ names too, in case they’ve forgotten to bid on themselves!
Then – Setting all keywords to “broad match”
When setting up a PPC campaign, you have the opportunity to select how wide the search match is. Many feel it’s best to choose “broad match” to capture a large number of audiences- but this is dangerous.
Let’s say, for example, you own a graphic design software company. With “broad match” enabled, people searching for “free graphic design software” will see your advert.
Every click costs money, and those looking for a free service will click on your advert.
You’ve paid for that click, and it will lead to nothing. PPC can boost web traffic by 300%, but you want to make sure you’re attracting traffic that offers new business opportunities.
Look into other match options like “phrase match” or “broad modified” to ensure your adverts are still viewed by many, but only by those who are in the market for your services or products.
In fourth place – Making PPC changes without data insight
In marketing, when something isn’t going to plan we make changes. But in PPC, changes can be costly.
Many organizations lose money on PPC because they make a change that was not informed by data.
It comes back to timing- if you need to achieve a certain number of opportunities by a certain deadline, you might make last minute adjustments to a PPC campaign to secure these results.
But this rarely works. Before making changes, analyze your current campaign in detail, and look to improve your Quality Score.
This will ensure your changes have the desired effect, instead of costing your business additional budget for minimal gain.
Next is – Bidding on too many keywords
On average, only 12% of the keywords you’re bidding on will lead to a sale. This means 88% of your current PPC efforts are not performing and eat up around 64% of your budget!
It’s easy to bid on every keyword deemed important to ensure your brand regularly appears in online searches, but PPC is expensive, and there’s little point wasting money in this way.
Look to your keyword groups and select 10 or less in each group to focus your PPC efforts on.
Regularly analyze their performance throughout your pipeline, and after a few months, cut the keywords that fail to produce high-converting leads or instantly unqualified opportunities.
And finally – Not using negative keywords
Selecting keywords to bid on is important but selecting the keywords you definitely do not want to be associated with your brand is also vital.
Selecting negative keywords helps ensure your adverts are displayed to the most relevant audiences who could potentially become clients.
If you don’t want searchers associating your product with the word “free”, then make that word a negative keyword. You may see fewer overall clicks, but you’ll stop encouraging an audience of no value to your business.
For every keyword in play, try and think of a negative keyword, to ensure you refine your PPC audience and promote the most valuable engagement.
I hope you found this video helpful. Re-visit your PPC campaign, and ensure you’re not making any of these mistakes to achieve your best results.