10 Mistakes Startup Companies Should Avoid in PPC Marketing
Although a PPC marketing campaign is an excellent way to reach potential customers, many Miami start-ups make simple mistakes that render their campaigns ineffectual.
The only way to avoid these errors is to be aware of them, thus ensuring your PPC marketing campaign runs effectively, reaching many potential clients and ultimately, bringing in new business. Let’s have a look at common PPC mistakes.
1. Hit and miss approach/No planning
Although most companies will have an idea of what they hope to achieve with their PPC campaign, a carefully thought out plan is often lacking. It is imperative to begin by setting the goals of the campaign. These can include lead generation, increasing brand awareness or even raising sales. More importantly, these goals must be tracked and measured.
2. Understanding your target audience
Determining your target audience and understanding them is essential. This includes knowing their unique online behavior as well as how often and where they are active online. By identifying these characteristics, your advertising can be structured correctly in a way that will speak to them. Start by researching keywords that will work for each specific target audience, depending on your campaign. Look for keywords that could be used for your products as well as those your competitors use.
3. No campaign testing
Once planned, a PPC campaign need not only to be tested but in all probability changed for best possible results. Things to take note of are keywords, landing pages and calls to action amongst others. This can be achieved through Google Analytics by testing certain elements at the same time or split testing.
4. Not using negative keywords
Search terms that an organization does not want their adverts to appear in searches for are called negative keywords. Including these helps to target the right audience and provides a strong return on investment.
5. Make use of targeting
To ensure your campaign is a success, remember to target it correctly. Targeting refers to making sure you include important information to reduce using a scattergun approach. Therefore, your campaign needs to take important factors into account including location, languages – especially in a cultural melting pot such as Miami – and devices – are you targeting just mobile phone users?
6. Call to action weak or missing
This is often a mistake made by organizations running their own PPC campaign. A call to action is essential. It should be clear and concise and easy to act upon.
7. Foregoing a proper landing page
When you run a PPC campaign, a landing page is essential. Many companies think their home page is perfect for the job. It isn’t! Once someone is interested in your advert and clicks on it, they should be taken to a landing page linked to exactly what they are interested in. If the page is irrelevant, they will move elsewhere.
8. Not tracking the conversion rate
Tracking the conversion rates of your PPC advertising lets you know whether the adverts are working or if they need to be tweaked. Tracking the conversion rate also helps once the campaign is over by showing the exact cost for each customer brought in.
9. Don’t always aim for No. 1
Many companies feel the need to be the first advert that appears when a user searches Google. Studies have shown that positions 3 to 7 often have the highest conversion rates when it comes to advert positioning. Look at the most profitable position and adjust your bidding accordingly. This will save you money and generate traffic to your landing page.
Although freebies are a great way to generate potential new business, they need to be thought through clearly. There is little point in giving away 200 freebies and only generating a couple of further sales.
If you have never run a PPC campaign before, all of this can seem a little daunting no doubt. Miami is filled with professionals who can help. Better to hit the ball out of the park than wonder why your PPC campaign has failed.