Pay per click campaigns are a great way to generate leads and increase visibility on the internet.
However, there are many mistakes that people make when running their PPC campaign that can lead to frustration and even failure of the campaign. In this blog post, we will discuss some of these most common mistakes.
Let’s get started!
Not Using Negative Keywords
One of the most common mistakes that people make when running PPC campaigns is to not utilize negative keywords.
Negative keywords allow you to target specific phrases and words in your campaign so that advertising isn’t being wasted on irrelevant search queries.
For example, a local pizza restaurant may want their ad showing up whenever someone searches for “Chicago style deep dish” which could be an incredibly relevant search query.
However, they definitely do not want their ads shown if someone searches for “how much does a slice of Chicago style deep dish cost at Giordano’s.” By utilizing negative keywords, you can prevent this from happening and not waste your money on clicks that would not generate sales for you.
Not Creating Ad Groups Around Related Keywords
Another common mistake that people make is not creating ad groups around related keywords.
When you create ad groups around related keywords, it allows you to target your ads more specifically and improve the performance of your campaign.
For example, if you are a car dealership, you may want to create separate ad groups for “new cars,” “used cars,” “car parts,” etc. This will allow you to tailor your ads specifically for each group of keywords and improve the effectiveness of your campaign.
Not Tracking Your Conversions
One of the most important aspects of any PPC campaign is to track your results or conversions.
Conversions can be anything deemed important to your business like a phone call, an email, a form submission, or a direct sale.
This allows you to see what is working and what isn’t so that you can make changes accordingly to your campaign.
There are many different tools out there that allow you to track your results, such as Google Analytics or Google Ads Conversion Tracking. Make sure you are using one of these tools to get the most accurate data about your campaign.
Not Using Ad Extensions
Another common mistake that people make is not utilizing ad extensions.
Ad Extensions allow you to expand your ads and show additional information such as reviews, price points, location, products or services, offers, etc., which will increase the click-through rate of your ads.
For example, if a user searches for “Montreal hotels” on Google or Bing search engines, an advertiser who has utilized the extension might see their ad with a map showing their hotel’s location within Montreal along with some reviews from previous customers.
This can be incredibly effective at generating more clicks which can turn into customers.
Not Using Geolocation Targeting
Another mistake that people make is not using location targeting.
When you use location targeting, you can target your ads to specific geographic locations. This can be extremely useful if you are a local business or have a regional campaign.
For example, if you’re running a car dealership in Los Angeles, you want to only target your ads to people within the Los Angeles area only. This will help ensure that your ads are being shown to relevant users who are likely to be interested in what you have to offer.