Google AdWords is becoming a popular marketing channel because it drives targeted traffic. A pay-per-click (PPC) campaign enables marketers to bid on only the relevant keywords to the services or products you offer. As such, a pay-per-click campaign allows prospective clients to search for questions, see your ads in the search results, and then click through them in the search results regardless of the devices they are using. Marketers can use the array of targeting features available to refine and optimize their marketing campaigns further. A well-planned and optimized pay per click campaign can help your business to achieve its goals.
However, not everyone understands how the PPC services function, which leaves room for mistakes. These errors waste your budget, and you do not get clients, which counteracts the goal of your business to get more clients than before and make extra money. The secret is learning from the mistakes of others to make the most out of your PPC campaign.
When writing a copy of a PPC ad, the primary objectives are to get more leads to notice the ad than before and get them to click on the ad. Most people experience the challenge of writing a good PPC ad because they have limited space and limited attention spans. Also, most users overlook all ads except the most eye-catching ads. As such, you should not make the mistake of writing boring content that will not be eye-catching to search engine users. You should choose the right words, incorporate figures and facts, and consider the objective of your ideal client.
Failure to understand the different keyword match types
One of the worst mistakes you can ever make with a PPC campaign is to assume that all searches are equal. You should not target too broad keywords because you do not understand the intentions of the searcher. You should use keyword match types so that you control the keywords that prompt your ads. When you use broader keywords than before and phrase match, you increase the chances of increasing traffic.
Not using ad extensions
Ad extensions are optional, but they can increase traffic if you use them. Ad extensions are the extra pieces of information included in your primary ad copy. The extension helps the search engines to comprehend what the ad is about so that the right users can view your ad. Ad extensions offer users additional ways to contact you, increase the visibility of your ad, and double your click-through rate.
Failure to use a landing page
PPC traffic sends several new visitors to your brand and site. You will understand what the users are looking for if you do your target well. However, most businesses make the mistake of sending new visitors to their home page. You should set up a particular landing page for each target product or segment so that the new visitors can get the exact information that they want.
Frequent updates, campaign modification, and managing your keywords can help you to avoid these mistakes. These mistakes will eat up into your marketing budget without increasing traffic. You can consult professionals in PPC services to yield better results than before.