Are you thinking about adding PPC ads to your company’s marketing mix? Making this move will give you the ability to:

  • Drive traffic to your website
  • Generate sales and leads
  • Build brand recognition
  • Target your ideal customers, and
  • Closely control your ad budget.

Of course, if you plan to invest in PPC ads, it is vital you avoid making costly errors along the way. Here are some of the most common mistakes companies make when starting PPC campaigns.

     1. Using Broad Match Keywords

Choosing the right keywords is one of the most crucial parts of setting up an ad campaign. When working through this step, it can be quite tempting to select broad match keywords, like “shoes” or “cars,” which will allow you to reach as many users as possible. However, if you use this technique, all you are likely to do is:

  • Put your ad in front of users who don’t care about your products
  • Send uninterested people to your site, and
  • Increase your website’s bounce rate.

However, you will enjoy a far superior return on your PPC investment if you opt for a more specific set of keywords. Instead of picking “shoes” or “cars,” it may make more sense to select keywords like:

  • “Shoes for tennis”
  • “Black lace-up shoes”
  • “Affordable used cars”
  • “New luxury cars”

These terms will draw users who are ready to buy to your company’s site.

     2. Not Knowing the Value of Your Customers

It can be easy to fixate on the amount of cash you are spending on every click when you first begin to dabble in PPC ads. But before you focus too intently on your CPC, it is crucial for you to take some time to calculate the value of each new customer your ad campaign generates to evaluate costs per click and conversion.

Let’s say, for example, your company pays $1 per click and it takes an average of 20 clicks to convert a user into a paying customer. If each new buyer generates $50 for your organization, you will have a positive return on your investment. However, if your new customers only bring in $10, you will lose money on your PPC campaign.

If you don’t know the value of your customers, you won’t know which PPC ads to continue and which ones to alter or cancel.

     3. Having a Subpar Landing Page

What do users see when they click on your PPC ads? Do they come to an organized landing page that explains the next steps they ought to take to purchase your product or contact your team? Or do they see a messy and confusing page that will leave them wondering what to do next?

You are almost certainly losing customers and wasting your PPC budget if your landing page falls into the latter category. To produce the best possible results from your ad campaign, you should ensure your landing page:

  • Provides users with all the details they need to know
  • Does not overwhelm visitors with walls of text
  • Features a compelling call to action
  • Does not ask users for any unnecessary information

The easier you make it for users to navigate and understand your landing page, the more likely they are to do business with your organization.

     4. Failing to Monitor Your Ad Performance

Having spent some time setting up your PPC ad campaign, it can be quite tempting to sit back and wait for the users to flock to your company’s site. However, if you take this approach, your return on your investment will be a little disappointing.

To maximize the effectiveness of your PPC ads, it is essential for you to monitor their performance periodically. FZA Digital generally recommends checking in on your campaigns at least once a week.

But what should you be looking for when you look at your ad reports? For most campaigns, the most important metrics are:

  • Click-Through Rate (CTR)
  • Quality Score
  • Impression Share
  • Conversion Rate
  • Cost Per Conversion
  • Average Position

By keeping an eye on these metrics, you can spot weaknesses in your ads and make small alterations that will make them more effective and improve your return on investment.

Need Help with Your PPC Ads? Contact FZA Digital Today

Don’t have time to manage your company’s PPC campaigns? Can’t figure out how to improve the effectiveness of your ads? No worries! The experienced digital marketers at FZA Digital are here to assist! We have been helping businesses to drive sales and generate leads using PPC ads for years.

To speak with a member of our knowledgeable team, all you need to do is give us a call at (424) 229-2923 or send us a message online. We look forward to helping your company thrive through the magic of PPC ads.

More than one million companies in the United States use Google Ads and other PPC networks to drive sales and generate leads every year. Is yours one of them? If so, you should closely monitor your campaigns to ensure you are maximizing your return on investment.

How can you measure the success of your organization’s PPC campaigns? The FZA Digital team recommends the following steps.

Set Goals Before Getting Started

Measuring the success of your PPC campaign does not begin on the date you hit “Publish.” It ought to start a few days earlier when you sit down with your marketing team to discuss your goals for the project.

This meeting will offer you a chance to ask yourselves vital questions like:

  • “Do we want to drive sales of a specific product?”
  • “Are we trying to generate leads for our sales team?”
  • “Is branding or awareness our primary concern?”
  • “Do we want to send traffic to our website or blog?”
  • “Are we launching our PPC campaign to enhance our SEO efforts?”

Your answers to these and other questions will help sharpen your PPC strategy and provide you with guidance on how you can measure the success of your marketing campaign.

Monitor Your Key Performance Indicators (KPIs)

Have you determined your goals for your PPC campaign? Great! Now’s the time to begin measuring your success by monitoring the following KPIs in Google Analytics, Google Ads, or a similar platform:

Click-Through Rate (CTR)

Your click-through is the percentage of people who saw your PPC ad and decided to click on it to learn more about what you have to offer. 

Monitor this metric closely if you aim to generate leads, drive sales, or send traffic to your site with your PPC ads.

A successful search ads campaign should generally show a click-through rate of around two percent. If your marketing efforts are falling a bit short of that level, you can use the following tips to give them a boost:

  • Reassess your chosen keywords
  • Edit your PPC ad copy
  • Use smart ad extensions
  • Add a compelling call to action

The more users that take action when they see your PPC ads, the higher your return on investment will be.

Conversion Rate

Another metric to watch when attempting to generate leads or drive sales is your conversion rate. This figure represents the percentage of browsers who came to your website and carried out a desired action, such as:

  • Filling out a contact form
  • Purchasing a product
  • Signing up for a newsletter
  • Downloading a guidebook

Don’t be afraid to modify your PPC ad content or your landing page if your conversion rate is lower than you initially expected it to be.

Cost Per Conversion (CPC)

Because the ultimate goal of your PPC campaign is to generate money for your organization, keep a close eye on your cost per conversion at all times. This number shows you how much cash you are spending to generate each new lead.

It is generally advisable to try to keep your CPC at roughly 50 percent of the amount of profit your company will make from each conversion.

If every converted user adds $20 to your bottom line, you should aim to spend no more than $10 marketing to them.

Bounce Rate

The bounce rate metric in your analytics platform shows you how many users visited your website and left without clicking anything or filling out any forms. 

If your bounce rate is higher than 40 percent, it might be a sign that there is a problem with your PPC ad or your landing page, like:

  • Slow website loading speed
  • Misleading or confusing ad content
  • Poorly structured landing page
  • Lack of a clear call to action

Every user that bounces after clicking on your ad costs you money. You would be wise to reduce this rate as much as you can if you want to maximize your returns from your PPC investment.

Impressions

Are you more focused on building awareness of your product or service than generating immediate sales? Then it may make sense for you to keep a keen eye on your impressions metric.

This figure shows you one thing, and one thing only – the numbers of users who have seen your ad. 

Not impressed with the number of impressions you are generating? Think about using time-targeting and geo-targeting to improve your results.

Need Help with PPC Management? Contact FZA Digital Today

Don’t have the time to manage or monitor your company’s PPC campaign? No worries! The FZA Digital team has been helping clients drive sales and generate leads with paid ads for years – and we would be happy to do the same for you.

Give us a call at (424) 229-2923 or contact us online today to speak to us about your organization’s needs. We look forward to hearing from you!