Pay Per Click advertising or commonly termed PPC is one of the most common and powerful marketing tools in digital ad space. It can either make or break your marketing campaign. Sometimes, you might have faced issues with your digital marketing campaign with PPC. You may not have achieved the desired results or worse, lost money with negative ROI.
Here we shall discuss top 5 reasons leading to drastic mistakes that we can avoid to achieve optimal output from our PPC campaigns.
Reason 1 for Mistake: Bidding Too Low
You are confident in your ad quality, landing page quality. You bid less because you know Google doesn’t charge extra. Is this the correct approach?
Let’s answer these questions: based on what evidence you have found your ad quality convulsively superior to rest? Do you even have the data of who these rest of the people are? And how much are they bidding?
Now, since you are thinking on these terms, don’t you find bidding too low with a fallacy inhibits your chances for more visibility? Bidding high or at least moderate helps you to upkeep the competition.
Read More Google Quality Score Metrics for better clarity on the same.
Reason 2 for Mistake: Generic Ad Copy
Many a time, marketers tend to focus a lot on other technical factors that they miss out on the creative side!
You Ad Copy are your first impression on your customers. If it is very generic and similar no matter how frequently your Ad gets listed, the CTR (Click Through Rate) will be low. You can easily fix this issue by giving some thought to your target audience and the particular landing page you are promoting. Try to answers the 5 Ws and 1 H which is: What, Why, Where, Who, When, and How.
Reason 3 for Mistake: No Call to Action
This is another commonly found mistake- either lack of Call to Action or ambiguous CTA.
You have created an attractive Ad Copy, optimized the landing page, and have had bid sufficiently but you have either not guided your audience explicitly on what action to take next, or missed on setting up the correct expectation. Even possible, that you missed out on providing call extensions or location extensions, etc.
You can add up to 4-6 site extensions with your PPC campaign in Google AdWords. Utilize the opportunity and ensure you are setting up the right expectations so that it not only increases your CTR, leads conversions but also reduces bounces.
Reason 4 for Mistake: Incorrect Keyword Selection
Keyword selection plays a vital role almost everywhere in digital space. Be it the organic part- SEO or the paid campaigns- PPC.
According to a research, marketers often stuff a lot of unwanted keywords which decreases the quality score of the page. But on the other hand, it’s only 12% of your keywords which bring in the desired conversion. Shocking innit?
It is true that marketers want to expand the market with other related keywords but in case you are using a broad match type. Please strike it off unless you are fresh in the market and want to experiment.
On the other hand, stuffing keywords in your SERPs beyond a certain permissible limit can result in a penalty by blacklisting your page. So be wise. Explore other keyword selection criteria like broad match modifier, phrase match or even exact match!
Read More on Keyword Selection Criteria here
Reason 5 for Mistake: CAC matters
Another factor adding PPC fail is ignoring Cost Per Acquisition. Sometimes, people are happy with the end result and forget CAC part. It can happen at times that, you may find one of your successful PPC campaigns had a higher cost to acquire that lead than others. In that situation, can you further substantiate the success of the said campaign further?
On the other hand, some people are obsessed with CAC and tend to go by highly CPA (Cost Per Acquisition) model without bothering the CTR. You need the address the buyer journey and based on that set end goals. For attracting a stranger to your website, CTR goal sounds more logical while, pushing the visitors down the sales funnel, CPA goal is more rational.