PPC (Pay-per-click) advertising is a great way to drive targeted traffic, get leads, and boost sales. But while providing you with some quick visibility as well as measurable results, running successful PPC campaigns is not just a matter of setting up ads and hoping for conversions. There are a number of pitfalls that businesses continually make with their social media ad spend, resulting in wasting budget and low ROI. We suggest hiring a trusted company for the best PPC advertising services in Seattle.
In this post, we’ll explain some of the most common PPC mistakes businesses make — and tips to successfully avoid them for a higher return on investment (ROI). Read more below.
1. Ignoring Negative Keywords
It is often seen that many companies spend a lot of time adding high-volume keywords to their campaigns, but completely ignore negative keywords—words and phrases that prevent an ad from being displayed based on a user’s search term. Negative Keywords prevent your ads from showing for irrelevant searches that do nothing more than burn through your cash.
How to avoid this mistake:
Keep updating your search term reports and add irrelevant search terms to your negative keyword list. This is a way to zero in so your ads only appear to people who are actually interested in what you have to offer.
2. Redirecting Traffic to the Wrong Landing Page
Many businesses direct all PPC traffic to their homepage, rather than to a dedicated landing page. This creates a disconnect between the ad and the user experience. Those who click to receive a particular offer expect to have it quickly at hand and not to have to hunt for it on your website.
How to avoid this mistake:
Always direct clicks to a relevant landing page tailored to your ad campaign. The landing page should be optimized to include clear messaging and visuals, as well as a clear CTA.
3. Failing to Track Conversions
Operating PPC campaigns without tracking is like navigating without a chart; you won’t be able to tell which ads are working and which keywords are driving sales. Unfortunately, most companies forget to create conversion tracking in platforms such as Google Ads or Microsoft Ads.
How to avoid this mistake:
Before you run ad campaigns, set up conversion tracking. Whether you want form fills, phone calls, or sales, implement tracking pixels or analytics solutions to track performance successfully. We suggest hiring the best PPC advertising services in Seattle to avoid this mistake.
4. Not Defining Clear Goals
One of the most common mistakes businesses make when doing PPC is running campaigns without goals that involve numbers. Without clearly defined goals, it is close to impossible to measure success or even to optimize in any meaningful way.
How to avoid this mistake:
Decide on the objectives: determine what you are trying to achieve (e.g., “to create 100 new qualified leads within 30 days” or “to increase conversions by 20%”). Let these objectives direct your keyword targeting to your ad copy to performance monitoring. You can also hire a company like Autus Digital Agency to get tailored SEO reseller plans to meet your unique needs.
5. Neglecting Ongoing Optimization
PPC is not a “set it and forget it” approach. Much too often, businesses will completely forget about their campaigns once they are live for a few weeks even months. There, ads don’t work as well, costs go up, and rival campaigns get a head start.
How to avoid this mistake:
Monitor, test different ad copy, adjust bids, and check how your keywords are performing.
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