PPC (Pay per Click) is a great way to gain fast traction and exposure in SERPs (Search Engine Result Placements), as Google and other major search engines give priority to paid ads and post those in search results at the top of the page. However, simply launching a PPC campaign and expecting success because you desire page one top ranking on search engines is one of the most common mistakes businesses make.
Developing an effective PPC campaign requires understanding how they work and several vital aspects in order to help avoid making additional errors and costly mistakes that can quickly drain your campaign budget.
Learning through Trial and Error as You Go
This is one mistake many people can make because they figure they can learn the basics about PPC as they go and the campaign is active. Not having an understanding of several basic concepts will result in making many mistakes, each with its own cost. These concepts include:
- Ad Copy
- CTR (Click Through Rate)
- Target Audience
- Landing Pages
- Bid Adjustments, and So On
If you are already scratching your head about these fundamental concepts, then it is highly recommended to enlist the help of an experienced pay per click service.
Using Generalized Keywords
Developing effective keywords and key phrases is vital to a successful campaign. If you use generalized keywords, first, you are using too broad of a campaign that will not hone in on your target audience as effectively. Furthermore, the reach of the campaign is much lower, while its relevancy is also reduced. In addition, there is already excessive competition between firms using PPC campaigns and generalized keywords. For effective campaigns you need to use key word phrases and long tail keywords.
Forgetting to Use Negative Keywords
Negative keywords do not mean bad things about your business, but help weed out irrelevant traffic from search results. For instance, if you exclusively sell smartphones, but not tablets, you would want to add “tablets” and other relevant tablet-related keywords to your list of negative keywords to avoid your ad showing up on searches for tablets.
Linking to Your Homepage
The landing page is where you want the person to be taken to when they click on your ad. Many people make the mistake of linking directly to their homepage, leaving the visitor then to figure out where they need to go, which is a waste of your PPC campaign budget. The landing page is the page that will be used to convert site visitors into customers and in some cases, may need to be created specifically for the PPC campaign and should never be the homepage.
Not Measuring Results
In order to determine the effectiveness of PPC campaigns your need to measure and track several different types of results, which can include:
- Conversion Rates
- Time Spent on Landing Pages
- Effectiveness of Keywords/Key Phrases and More
Monitoring and reviewing PPC results not only lets you know how successful the campaign is fairing, but also how much you are spending and whether any adjustments are required. To learn more about PPC campaigns and assistance in effectively managing them, contact the PPC experts at Webryze by calling (416) 900-1047 today!