PPC campaigns are all about getting the most out of your ad spend. And if you are not making sure to avoid the mistakes that can end up costing you dearly, then you are already losing money. If you are new to PPC or have been at it for a while, this article is for you.
We have executed numerous PPC campaigns for businesses like yours, and this article highlights things that can make or break your campaign.
Here, we identify best practices and mistakes to avoid so you can get the most out of every dollar spent.
What is PPC?
PPC stands for ‘pay-per-click,’ which means you are paying for each click on your ad. For brands, PPC advertising can be a great way to get your message in front of potential customers. With expert PPC advertising, you stand out from the crowd and sell your unique value. This is why your PPC campaigns must have excellent and persuasive messages.
PPC campaigns are not hard to execute. You can create an ad and set up an account with Google AdWords, but anybody can do this. Successful campaigns are, however, a product of professionally executed ads that prioritize keyword selection and excellent targeting.
Here are the most reliable tips on crafting a PPC Campaign
DOs of PPC Campaigns
- Make sure your ads are as relevant as possible to your business/product by using broad match searches (also called exact match). This means that when someone searches for your product, they will see ads for your products specifically, as opposed to something else. This is specific and is more likely to result in click throughs.
- Use data-driven decision-making. If you have an ad set to run for three days and it does not perform well, do not keep rerunning it! Instead, make changes based on what happened during those three days. Use the analytics from your ads to reframe your ad. For example, you can check the hours of the day your ads were most clicked and ensure it is visible around this time. By using data-driven decision-making processes like this one, you will be able to prevent wasting money and time instead of continuing with ineffective campaigns.
- Carefully research and use the right keywords within context. Your choice of keywords must be targeted, relevant and highlight your brand or product name as necessary. Creating a successful ad should not come in the way of consistency with your brand voice. Your campaigns can be both targeted and aligned with your brand.
- Set realistic goals. You will probably not get the maximum results on your first try with PPC campaigns, but over time and by stylizing your campaigns through feedback-based keyword and audience targeting, you can expect the best results.
DONTs of PPC Campaigns
- Don’t just pick any keywords! Successful PPC campaigns are a product of careful keyword targeting. Keep an eye on the search volume of the terms you are choosing and the competition on it. If it looks like your target market is not interested in what you’re offering, it’s probably best to look elsewhere.
- Don’t over-optimize your ads. You don’t want to be so focused on optimizing that you lose sight of what’s important: getting people to click on your ads.
- Don’t spend all of your marketing budget on PPC campaigns. They can be tricky at first, and it is not worth it to overspend if the initial ROI is low. Start small and find a rhythm that works.
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