PPC marketing has long been one of the best ways to grow your business as a small company. You can quickly get visitors to your website to make sales for new products to improve your brand awareness. Believe it or not, PPC ads can increase your brand awareness by up to 80%.
Unfortunately, it’s easy to make simple mistakes in your marketing efforts that cause you to waste your budget. Avoid the common PPC ad campaign mistakes below to get a better return on your money.
Not Understanding Your Audience
Your target audience plays a critical role in your PPC campaign. You can’t throw up generic text and images and expect people to click your ads. You’ll seriously hurt your sales if you don’t write an ad that appeals to your target demographic.
You can’t start a PPC campaign without first understanding the people who will buy. Create audience personas that detail as much information as possible to figure this out.
You’ll use this information in every step of your marketing efforts. It will help you create better headlines, landing pages, and product descriptions that will appeal to people and convince them to buy.
Using One Ad
It’s a mistake to put all your time and effort into one ad creative and run with that. When you do this, you’re making a big bet, and that bet may not pay off.
When you first start, it makes more sense to create as many ad creatives as possible. You’ll create several ads for each of your audience personas and run those ads all at once.
Your goal is to gather data about each ad variation to see which one works. Once you have your best-performing ads, you can cut the losers and focus on the messaging that gets the best results.
Not Experimenting With Other Formats
You can get far by only working with traditional PPC ads. It will work great at providing a return on your money, so it’s tempting to settle for what you have and not branch out.
However, doing this will limit your growth opportunities. There are many other PPC ad formats you can take advantage of and use to grow your business.
Take bumper ads, for instance. These are video ads placed at the beginning of YouTube videos. Video content is a great way to promote your brand and show people in video form why your product is worth buying.
Not Testing a Profitable Campaign More
It’s hard work to find an ad campaign that works. You may spend a lot of money testing ads until you start seeing a return on investment. It’s easy to take the safe route when this happens and stick with what works.
However, there is often much more you can do to optimize profitable ads. You’re losing money if you don’t continue testing your successful ads to increase your conversion rate.
You can split test everything from your ad copy to your landing pages. Make small changes to your text and page design to see if any of those changes produce better results.
The more profit you can squeeze from your ad budget, the better position your company will be in the future.
Having a Weak Call to Action
It’s already challenging to get a customer to click on your ad. Getting them to take action and purchase something from your business is even more challenging.
Many ad creators make the mistake of pushing people to a landing page and leaving potential customers to figure things out for themselves. They do a great job promoting a product but fail to tell someone what action to take next.
A call to action is what helps you do that. You’ll tell a visitor to sign up for an email list, give your company a call, or go to a product page to buy something. Test your call to action to find the best way to convert a visitor into a customer.
Not Monitoring Successful Campaigns
A successful ad campaign isn’t work-free once you get it up and running. Even if an ad sees success right now and produces profit, that doesn’t mean things won’t change in the future.
Ad blindness is something you’ll need to deal with in the future. Eventually, people will be able to spot your ad and will ignore it if it shows up too often, and that will lead to lower returns.
You may need to eventually cut and replace successful campaigns to avoid this problem. Even small changes to your copy can help, so constantly monitor your ads to look for downward ROI trends.
Ignoring Quality Scores
Google has quality scores that indicate how well you create your ads and landing pages. You get a score in your ad manager, so make sure you understand what your score is and what it means for your ads.
If you have a low score, you may have a more challenging time getting your ads in front of customers. There are also times when low-quality ads will cost more and use more of your marketing budget.
Look at your ad partners’ quality guidelines, optimize your ads to meet those guidelines, and get a great quality score.
Don’t Make the Common PPC Ad Campaign Mistakes
You’re going to spend a lot of money on your PPC ad campaign. Unfortunately, a small business owner has a lot to learn when starting with paid ads. If you make one mistake, it can wreck your conversion rates and waste your marketing budget.
Luckily, there are many common mistakes you can avoid to increase your chances of a successful campaign. Keep the errors above in mind to create the best PPC campaign you can.
Do you want more tips that will help you build an innovative marketing campaign? Read more on the latest digital marketing strategies by heading back to the latest blog posts.