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Mistakes to Avoid in PPC Campaigns and How to Spot Them
Pay-per-click (PPC) advertising is an essential component of digital marketing. It offers businesses the ability to appear at the top of search engine results, directing a wealth of potential customers to their sites. However, when not executed correctly, PPC campaigns can become a drain on resources with minimal returns. Here, we’ll delve into common mistakes made during PPC campaigns and how you can spot them.
1. Setting and Forgetting
Mistake: Many believe that once a PPC campaign is set up, it can simply run indefinitely without intervention.
Spotting It: Regularly monitor campaign performance. If you notice a decrease in click-through rates or conversion rates, it might be time to review and adjust your campaign settings.
2. Neglecting Negative Keywords
Mistake: Not using negative keywords can lead to irrelevant clicks, wasting your budget on users who aren’t interested in your offering.
Spotting It: If you notice an influx of clicks without conversions, delve into the search terms report. Determine irrelevant terms and include them as negative keywords.
3. Forgetting Mobile Users
Mistake: Not optimising for mobile users can alienate a significant portion of your audience.
Spotting It: Check the device breakdown in your campaign analytics. If mobile users have a significantly lower conversion rate compared to desktop users, your campaign might not be mobile-friendly.
4. Using Broad Match Exclusively
Mistake: Relying solely on broad match keywords can lead to your ads appearing for unrelated searches.
Spotting It: A lower-than-average click-through rate coupled with a high number of impressions might indicate the overuse of broad-match keywords.
5. Overlooking Ad Extensions
Mistake: Not utilising ad extensions reduces the amount of information you can provide and the overall real estate your ad occupies.
Spotting It: Regularly review your ad’s performance metrics. If competitors’ ads are consistently outperforming yours, they might be leveraging ad extensions more effectively.
6. Setting Unrealistic Budgets
Mistake: Either overestimating or underestimating your budget can lead to missed opportunities or wasted expenditure.
Spotting It: If your ad spend is exhausted early in the day, you may be missing out on potential traffic. Conversely, if you’re not coming close to your budget and your metrics are poor, it might be set too high.
7. Not Testing Ad Copy
Mistake: Running with a single ad copy without A/B testing reduces the chances of identifying the most effective message.
Spotting It: If your ad performance stagnates or starts to decline, and you haven’t altered your ad copy in a while, it might be time for some tests.
8. Ignoring Landing Page Experience
Mistake: A great ad campaign can be rendered ineffective if it directs users to a subpar landing page.
Spotting It: A high bounce rate on your landing page or low session duration might indicate that users aren’t finding what they expected or the page isn’t user-friendly.
9. Failing to Track Conversions
Mistake: Without conversion tracking, you’re flying blind and won’t know if your campaign is meeting its objectives.
Spotting It: If you’re unsure about the return on investment (ROI) of your campaign, it’s likely you’re not tracking conversions correctly.
10. Not Seeking Expertise When Needed
Mistake: Believing you can handle all aspects of a PPC campaign without external help can lead to avoidable errors.
Spotting It: If you’re consistently facing issues with your campaign and can’t identify the reasons, it might be time to consult an expert. Services like the PPC Geeks free audit offer valuable insights into where you might be going wrong.
Effective PPC campaigns require regular attention, optimisation, and a willingness to adapt. By being aware of these common mistakes and knowing how to spot them, you can ensure that your campaign remains effective and delivers the best possible ROI. Whether you’re a seasoned marketer or a beginner in PPC, always remember that ongoing learning and iteration are the keys to success.