Using a PPC campaign is paying for results to get more profits. But it can hurt your business very badly if it’s not done in the correct way. Within this chapter, you will come to learn about some critical mistakes that can destroy your campaign.
- Single campaign for display and search ads
This is targeting your audience with both display and search networks, but utilizing only one campaign for advertising. It is one of the most common mistakes that you need to avoid to get better results.
These advertising tactics are different from each other, so your potential customer’s response will also be different. Paid search ads need to be abridged, brittle and compelling, while Display ads should be attractive and have more stuff.
Thus, you need to create multiple campaigns for every advertising method that you are using to achieve the best outcome.
- Sending visitors to your home page
Diverting visitors to your home page only works for already identified businesses. For your business, sending visitors to home page and assuming they will discover the product they are searching for is NOT the way to go. Thus, you will lose your potential customers. It will increase your cost per click and bounce rate.
So, if anyone is looking for a specific product or service, you should redirect them to the most appropriate page to improve your ‘landing page experience’ and let it help your ‘Quality Score’.
- Relying entirely on ‘broad match keywords’ ads
This means using broad search keywords in your PPC campaign. These keywords are never suggested because they don’t allow your ad to rank high in search results pages. You are spending a lot of money to get clicks.
To get better results, it is crucial to limit your PPC keywords to attract only potential customers that are looking for your products. You can use exact match or phrase keywords to obtain more prospective customers.
- Failing to split-test your ad
Not testing your ads before using them and expecting good results is a big “no-no”. It is one of the most important things when creating a productive PPC campaign.
Split-test analyze and evaluate the efficacy of multiple ads for a limited time to discover the best one for your ad group. A/B split testing allows you to save money and create faster lead generation.
