Managing PPC is a crucial part of running any digital marketing campaign, whether you’re an agency or a marketer. However, while managing your PPC accounts and keywords, there are several traps to watch out for. In this article, we look at some of the most common mistakes made by agencies. When it comes to PPC management and how to avoid them.
Don’t ignore your main and long-tail keywords in your actual copy
You should use your main and long-tail keywords in every part of your actual copy.
In this way, you’re making sure that the content is relevant to users who are searching for these topics. If they find what they were looking for. Then it will be more likely that they’ll click on your ad and make a purchase.
Ignoring ad extensions
Ad extensions are a terrific method to boost your click-through rate and enhance the effectiveness of your ads overall.
Sitelinks can be used in advertisements to give extra details about the item or service you’re selling. Sitelinks might contain:
- “Learn More” links that take users deeper into the page where they clicked on the ad (if it’s an online retailer, this could be a link back to another page within their website).
- Phone numbers or addresses of people who can help answer questions related to what was being advertised (e.g., “Call us today!”).
Timing is crucial for your advertisements.
Your objectives and the industry you are in will determine when to run your adverts. For example, if you want to drive traffic from organic search terms and create awareness for a new product or service. Then it would be best not to run a campaign during peak hours when consumers might be searching for information about that topic. On the other hand, if you’re selling something related to fashion or home decorating (as opposed to selling products). Then running ads at night will likely increase conversions because people are more likely then than during the day hours when they’re more focused on their jobs and families.
Misspelling words or incomplete phrases in your ads can affect their performance
The effectiveness of your adverts might be impacted by misspelled words or incomplete sentences.
For example,
- A misspelled keyword might not show up as the search query on Google.com and other search engines. Such as Bing and Baidu. This means that it won’t get clicks from those users who are searching for this term. You’ll only get traffic from people who actually searched for your product or service using the correct spelling of the word (or phrase).
- An incomplete phrase may cause Google’s algorithm to think that there is more information about your business than there actually is. And thus provide less relevant results for queries about products/services related to yours. That could mean lost sales opportunities because potential customers aren’t seeing what they need. When they go online looking for answers from various sources like blogs and forums.
Remember to include a call to action.
- Put a call to action in there.
- Make sure it’s relevant and in the ad copy.
- Ensure that you have a clickable link or phone number that people can use if they don’t want to go through the process of calling you back.
- Put it in your image.
Don’t use the same content for each ad group; customize per ad group to increase relevance.
Once you’ve created your ad groups. It’s important that you don’t use the same content for each one. Using the same copy across all of your ads will lead to less effective results and could even result in lower CTRs or impressions. Instead, tailor each ad group to its purpose and audience by customizing its copy with different values and calls to action based on what type of product or service they’re promoting.
One way to do this is through ad extensions: these allow users who click on an extension link (like “Download Now!”) to be redirected directly into their cart without leaving the site. Where they were browsing when they clicked on said extension link first place. Thus increasing conversions. This also means that each individual customer can therefore receive personalized treatment. Rather than being bombarded with generic messages from all over Google like “Buy now.”
Do run seasonal promotions.
Seasonal promotions can be a great way to attract new customers. For example, if you’re running a clothing line. You might want to run an online sale during the winter months. When people are more likely to be cold and need warmer clothes. You may also want to do this if there’s less competition from other brands. Who has similar products on their site at that time of year?
Seasonal promotions can also help drive engagement with your brand by giving users an incentive for sharing content about it (such as reviews).
Having one landing page for all campaigns instead of several.
- Having one landing page for all campaigns instead of several.
- Landing pages are often used to display the most relevant content and links to the ad. They should be specific to each campaign, ad group, keyword, and audience. For example: if you have a new product launch campaign in which you’re promoting mobile app downloads. Then your landing pages should not include general information about your company or its products. But rather focus on telling users how to download the app (e.g., “how-to videos”).
Do set goals.
The first step to PPC management is setting goals. This should be done both before you launch your campaigns and for every campaign separately.
Here are some illustrations of objectives you may set:
- Goals for each ad group (e.g., “Increase traffic by 20%”)
- Objectives for each keyword (e.g., “Increase conversions from searches with the keyword ‘best dog food”)
- Plans for landing pages (e.g., “Increase conversion rate by 10%”)
When handling PPC, you will want to avoid making any blunders.
Making blunders when managing PPC is something you’ll want to avoid. This is especially true in the early days of your campaign. When you may be trying out new features or optimizing your campaign. It’s important to keep an eye out for potential issues. So they can be corrected before they cause problems with traffic quality or conversion rates.
Testing is also critical when managing PPC campaigns: if something looks wrong on the computer screen, it probably is. So start with a test page and see how things look there before pushing them live across all channels. And always remember: testing means testing. Don’t expect results from one channel alone (or even two!). Because there are too many variables at play here. For example, if you’re testing whether adding an image will increase click-through rates then don’t stop at just one image. Instead, try three different versions (one without text) then another version where the text has been removed altogether leaving only an image behind, and so on until something sticks.
A good budget will help guide what type of ads are targeted towards which keywords/keyphrases are based on their value within each industry vertical. This way even if there weren’t enough funds available for all keywords/keyphrases listed below under “Targeting Options”. We could still choose wisely based upon context clues as well as historical data collected over time.
Conclusion
We hope that this post has clarified the fundamentals of PPC management for you. Even though we are by no means authorities. We are happy to impart our expertise to anyone who requests it.