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.