5 Common Pay Per Click Mistakes That Can Kill Your Paid Campaigns
In the world of digital advertising, Pay Per Click (PPC) campaigning is considered as a high-value procedure, that has the potential to bring immediate and desirable traffic and revenue. PPC professionals also utilize different types of customization options to maximize the effectiveness of their ad campaigns.
While PPC is considered as an effective way to increase traffic and revenue in an immediate manner, but a campaign not managed properly can prove to be a disaster for the web masters. We list 5 common PPC mistakes that must be avoided at all costs, so that your money is well spent, which increasing your quality score:
1. Not Having A Relevant Landing Page
When a person clicks your ad, where do you want them to land? A landing page that displays relevant information, similar to your ad copy is a must to reduce bounce rate. Not having a proper landing page increase navigation for the users, and may compel them to leave early. When they land on your page, then you must provide them with the right information what they are looking for, to build trust on your product and service.
2. Not Using Broad Keyword Match
When you are setting up a campaign, it is necessary to look at the broader picture and include variations that will bring benefit to you. Do not focus on exact match keywords only, rather on ‘long tail keywords’. This way, the search query will display your ad for an extensive range of keywords that loosely match your planned keyword. You must also use phrase match type keywords also. Focusing and bidding on broad matches will also ensure that you will minimize your spending, while getting effective results.
3. Not Focusing On Geographic Targeting
There is a psychological fact that people rely and trust on a local provider more than an outsider, even if they are more popular. This is why focusing on your local area or region is a must to improve your customer base. Google Adwords allows the option to geo-taget PPC ads, specific to your state or region. Geo-targeting helps in improving the click through rate (CTR). Ignoring this factor can result in low quality score for your site.
4. Not Reporting Negative Keywords
When you are using broad match keyword types, you are bound to be shown up for a lot of irrelevant queries too. Like when someone is looking for ‘free’ or discounted’ stuff, associated with your keyword, and your ad shows up, even when you are not offering anything for free or at discounted rates. This way, you will end paying for ads when the visitor is not looking for what exactly you provide. To avoid your ads being triggered by these keywords, report the negative keywords, a facility provided by Google and other search engines.
5. Not Improving Quality Score
Google rates each and every website on a number of factors, and this representation is known as quality score of the website. This is a numerical value and a higher quality score means a better service provider in Google’s view. High quality score also ensures that Google charges less when a user clicks on their ads. Quality score is of high importance for a website, and can be improved by:
- Using long-tail keywords to get relevant and qualified clicks
- Providing rich and quality content and information to the users on the landing page
- Adding calls to action at the end of the pages
Improving quality score can result in enhanced authority of the website, business growth and less expenditure on PPC advertising campaigns.
These are some of the common, yet important PPC mistakes that can really sink your PPC campaigns. If you are making them, it’s time to act fast and act now, and change them for the good of the business.