PPC budgets for small businesses often get flushed down the toilet when they first start launching campaigns. It is a tough channel to master. To help you turn your PPC campaigns into a profitable marketing channel, avoid these 5 big mistakes.
One of the most common Adwords mistakes that small businesses who are new to PPC make, is poorly structured campaigns.
There are some simple best practices in Adwords that should be kept to. For example, a mistake that is often made is building one campaign for both display and search ads.
These are two completely different ad formats and should never be lumped together in the same campaign.
Search and display ads should be used for different goals. For example, if you are a plumber and looking to find people who are searching for a plumber in your area, you will want to use a search ad.
However, if you are a toy store and launching a new product and want to build awareness around your launch and brand then display ads would be a great option.
According to a Niel Patel survey, the average PPC account generates all of its sales from only 12% of its keywords.
Having too many keywords is a sure-fire way to waste your money and get diminishing returns from your PPC ads.
That additional 88 % of your keywords eat up your ad spend but does not generate a return. This can make your ads seem like they are failing. You dump big sums of money in targeting too many keywords but you don’t need them all. You can cut out the ineffective keywords, watching your ad spend go down without having an impact on sales.
A fast way to fix this is by switching your broad match off. It may be the default setting but it doesn’t mean you have to use it.
To identify the budget sucking keywords you can:
Open your AdWords account
Go to the Keywords tab
Click on “Search terms”
Filter results to “Conversions < 1”
This will display the poorly performing keywords and you can start eliminating them.
The page that a user lands on when they click your ad is your landing page. Some small businesses when setting up their PPC decide to send their users directly to their homepage or a product page, not using a landing page at all.
This is a terrible idea. A landing page should be 100% relevant to the PPC ad and tailored to create a consistent experience for the user between the ad and the page they land on.
For example, you may want to create different landing pages for different campaigns. Let's say you have a social media analytics tool. It works for Twitter, Instagram and Facebook. You will want to create three different landing pages based on the search intent of the user.
A user that clicks on an ad for a Twitter analytics tool but then ends up on a landing page that focuses on Facebook within the copy will immediately click back. This not only hurts conversion but also your quality score with Google. According to Google “Having a high Quality Score means that our systems think your ad and post-click landing page are relevant and useful to someone looking at your ad.”
For many small businesses, calls are a key source of leads. Yet despite this and Google's call forwarding features, many small businesses do not effectively track the calls generated from their PPC ads. This means you can not tell where your calls are coming from and are unable to attribute sales to your PPC ads, making campaigns appear as though they are failing.
Search ads are displayed in a particular format that can make it hard to stand out. Creating ad copy that is similar to your competitors means your ads will get lost in the sea of results on the SERPs (search engine results pages).
You need to create a powerful ad copy that targets your audience's pain point and offers a solution. You should also be testing various copy ideas, analysing the results, and moving forward with the most successful campaigns.
PPC is a tough marketing channel to master. There are a lot of mistakes that can be made that will make your PPC campaigns fail. Fortunately, with some quick fixes, such as removing low performing keywords, you can take a money-sucking campaign and turn it into a cash cow!
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