People usually tend to mark things as “not working” when they don’t understand the crux of it. PPC is not an exception here. A lot of marketers complain about PPC not working for them, but the truth is that they don’t put in the efforts or the right strategies for their campaigns to work. This argument of the campaign not working doesn’t hold up against the strong numbers that these campaigns have given all these years. According to a survey, 80 percent of marketers have experienced growth in their business after adopting PPC. If you too are someone who wishes to do so, then here are some PPC mistakes that you should avoid at all costs.
Not Using Modern Ad Features
Gone are the days when promoting online was all just about search and display. As the tech world evolved, new platforms with new ways of advertising have come up to help you market your brand on different platforms and content types. Quora ads sponsored LinkedIn and InMail, Quora ads, ads in Instagram stories, Facebook ads, and Snapchat ads are some of the famous ones that help in generating a good number of leads. These modern ways are very much helpful to reach out to potential customers and are highly suggested by almost every PPC agency.
Overlooking Customer’s Interests
Different people have a different way of showing interest in your products and services. If someone is watching 30 minutes of your Facebook video and someone else is just searching for the price of [your product’s name], then both have a very different approach as well as intent. You have to find a way to reach out to the one watching your 30-minute video to convince them to buy your product or service. It is very important to funnel focus on people who have shown intent on buying your product and making them reach the bottom of the funnel to convert them as your customer.
Not Focusing on All Types of Devices-
You might have read about the importance of focusing on mobile-first when it comes to any element of digital marketing. But it is equally important to focus on all other devices when it comes to PPC. PPC campaigns work the same on all types of devices and this is why it is important to focus on all kinds of devices you work on. Always remember that your potential customers could be using any kind of device, so neglecting any one of them can lead to a serious loss in business. The more you focus on different kinds of devices, the more will be the chances of new business opportunities.
Frauds are prevalent in all industries and digital marketing is no exception. Click frauds might be hampering your PPC results and slowing down the entire process. The industry loses up to 16.4 billion dollars every year because of these fraudsters. Although the industry is now taking serious measures to avoid scamsters, it will take some serious time to combat such widespread problems. This is why it is important to use a third-party tool or to hire the best digital marketing agency that will help you to counter such serious problems.
Not Focusing Enough on Your Campaigns-
PPC campaigns are something that demand a high level of effort and consistency and if you ignore it you may have to pay a huge sum of money for something that is not at all benefiting your company in any way. This is why it is very important to have a nicely strategized plan that is continuously monitored and customized according to your company. Always have two kinds of campaigns running for your company, one being the test group and the other being the experiment group. Try things that you are sure about in the test group and experiment group for things that you want to try. You never know what might do wonders for your company.
Not Using Your Brand’s Keywords-
A lot of people ignore the importance of using their brand’s name as a keyword in their PPC campaign. Many claim that it is not necessary and not worth the effort it requires. But the thing here is that if you don’t use your brand’s name as a keyword, then your competitor might use it for themselves. According to research, a company turned off all their keywords with their brand name on them and then they experienced a serious decline of 23% in their cumulative revenue. This goes on to tell that it is very important for you to use the keyword that has your brand’s name on it.
Whether you are a digital marketing professional or a business owner, these are the common mistakes that you should avoid while devising a PPC strategy so that you can fetch better conversion and results for your business. When done correctly and consistently, these tips will help you to run your PPC campaigns smoothly.