Blog written by Josh Wardini Co-Founder of Serpwatch.
Make no mistakes; Pay-per-Click (PPC) is one of the most effective digital marketing strategies available today. Generally speaking, this marketing tactic requires businesses to pay a certain fee whenever their ad gets clicked.
PPC helps promote a brand’s awareness and also increases conversion. According to a study, Google Ads cover a network of more than 2 million websites and apps. This extensive coverage gives businesses the chance to reach more potential customers with PPC.
If you intend using PPC to market your products or services, it’s essential to learn that as rewarding as it is, the road to success could be bumpy due to some mistakes that you can easily avoid if you follow the steps we recommend in this article.
Here are four common PPC mistakes and how to avoid them.
Not Hiring A Good Copywriter
Good writing is essential when creating your ad copy. Your copy should be persuasive and free from grammatical or spelling errors. It should also be engaging.
Most business owners choose to create the ad copy themselves because they wish to cut costs. In most cases, the result is a poor ad copy. Hiring a good copywriter to get the job done will go a long way to contribute to the success of your PPC campaign.
An Irrelevant Landing Page
When a user clicks on your ad, the user is led straight to your landing page. If it turns out the content of your landing page doesn’t match with the promise made on your ad, the user immediately exits your landing page.
Google will waste no time to give a poor-quality score to your ads and reduce its exposure. Worst of all, you’ll have to pay for a click that led to no conversion.
That said, ensure that your landing page and the promises made on your ads match correctly, as this will increase your chances of conversion by 50%.
Not Using the Right Geo-Location
Those new to PPC often make the mistake of not optimizing their ad for the right geographical location.
Your ads showing up in the wrong geo-location could fetch you a penalty from Google. When users get to your landing page and leave after a few seconds, a poor user experience signal is sent to Google, which acts accordingly.
Your ad should have more exposure to a location where your potential customers reside. If most of your customers come from your locality or country, it’s best to have more exposure in that location.
Targeting the Wrong Keywords
A PPC campaign with no basis on proper keyword research will fail. Understand that keywords are the heart of your ad campaign.
A PPC ad should contain keywords that match what your target audience is searching for. Not every keyword is good, and you should not include irrelevant ones in your ad. PPC might not be SEO, but still, a lot of attention is dedicated to keywords.
For an effective PPC campaign, it’s best to work with long-tail keywords as they perform better.
PPC advertising is a great digital marketing strategy. Those who are just striking out as entrepreneurs can significantly benefit from using this technique. Just make sure to avoid the common mistakes that ruin most PPC endeavours, and you’ll be fine.