Pay Per Click or PPC is a great way to get a product or service noticed. However, if it is not done in a proper way then one can waste a lot of time and money. Given below are some common PPC mistakes which should be avoided.
Inadequate Keyword Research:
Keyword research cannot be done on the fly. While it is a good start to write down keywords that are related to the industry, but one must also research what people are actually looking for. By using keyword research tools, user will be able to find long tail keywords which will boost the effectiveness of the PPC campaign.
Not Monitoring Campaigns:
Pay Per Click advertising is not just a task that one can set and forget it. Campaigns are required to be constantly monitored for effectiveness. Users need to make sure their ad is being seen, clicked on and is converting.
Not Linking to the Relevant Landing page:
Linking to home page instead of an exact page is one biggest mistake that people make while running a PPC campaign. When clicking on the ad users’ don’t necessarily want to go to the sites home page. They want to go to the page which is relevant to their query.
To Use a Telephone Number:
A PPC ad is not a billboard, so to use a phone number is a waste of space. The space given for the ad text should be used to write convincing copy to get an online conversion.
Using Wrong Metrics:
Measuring an ad click through rate (CTR) is not as vital as measuring the conversion rate. It can be attractive to look at the CTR and be encouraged if the number is high, but with PPC advertising, the most valuable metric is the conversion rate. If doesn’t matter how many people click on the ad if there are no buyers for whatever is being offered.
Inadequate Keyword Research:
Keyword research cannot be done on the fly. While it is a good start to write down keywords that are related to the industry, but one must also research what people are actually looking for. By using keyword research tools, user will be able to find long tail keywords which will boost the effectiveness of the PPC campaign.
Not Monitoring Campaigns:
Pay Per Click advertising is not just a task that one can set and forget it. Campaigns are required to be constantly monitored for effectiveness. Users need to make sure their ad is being seen, clicked on and is converting.
Not Linking to the Relevant Landing page:
Linking to home page instead of an exact page is one biggest mistake that people make while running a PPC campaign. When clicking on the ad users’ don’t necessarily want to go to the sites home page. They want to go to the page which is relevant to their query.
To Use a Telephone Number:
A PPC ad is not a billboard, so to use a phone number is a waste of space. The space given for the ad text should be used to write convincing copy to get an online conversion.
Using Wrong Metrics:
Measuring an ad click through rate (CTR) is not as vital as measuring the conversion rate. It can be attractive to look at the CTR and be encouraged if the number is high, but with PPC advertising, the most valuable metric is the conversion rate. If doesn’t matter how many people click on the ad if there are no buyers for whatever is being offered.
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