PPC campaigns are a great way to boost traffic to your website, but you need a lot more from it to achieve a higher return on investment (ROI). Pay Per Click management can achieve higher click through rates (CTR) and can ensure this consists of qualified traffic. A well managed campaign can achieve increases in CTR, conversions and quality score. However, there are a number of common mistakes made on PPC campaigns which, when made, could waste a lot of money.
Businesses can only benefit from mistakes if they learn from them, but a lot of money can be lost in the process. To help you avoid any mistakes, here is a list of the most common ones in Pay Per Click management and some advice on how to avoid them.
Relevance Ads need to be relevant to your keywords and landing pages. This will improve your quality score and CTR, while also decreasing your cost per click (CPC.) When a user clicks on your ad, they're looking for what your ad was offering. If this was a special offer, make sure they're sent to the landing page with the offer included. Without relevance, you will spend money on traffic which wont convert.
Long-tail Keywords These are phrases containing two or more words which are highly targeted and less common than broad keywords. Although these will attract less clicks, the traffic they do receive will be better quality and more likely to convert. This increases conversion rates and lowers your cost per conversion.
Lack of Testing PPC campaigns need to be updated and improved on a regular basis, but there are still advertisers which let the same ads run for too long. Promotions and prices will be out of date, which will affect the user experience and CTR. To make sure all campaigns remain fresh, continue to test different elements, such as URLs, descriptions and calls to action. The data from these tests will help improve your campaign.
Ad Extensions There are plenty of businesses not taking advantage of extensions. They are useful for helping customers find what they want. Google Enhanced Campaigns enable you to add extensions such as product and social extensions. For mobile searchers, call and location extensions will allow mobile users to call the service they need or find it with their in-phone GPS. Site links are another good extension, which Google claims can improve CTR by up to 30%.
Using Broad match Businesses new to Pay Per Click management typically stick with Googles default Broad match which lets Google choose which search queries are relevant enough to show your ad. At PPC Junkies, we only use a variety of matches to aid with CTR and quality traffic.
At PPC Junkies, we will only use the best practices for your PPC campaign to ensure online and business success.
For more information, call us on 0118 380 0204 or e-mail sales@ppcjunkies.co.uk.