Using pay-per-click (PPC) as a marketing strategy is effective. While organic SEO helps, it’s not enough. Let’s face it. With the number of businesses competing for the same keywords, ranking high can be challenging. Even with efforts to be visible, other established companies can do more. Hence, using PPC strategies is the right way to go. It’s easier with the aid of a PPC management company. These experts know how to handle this tactic well. They also understand the common mistakes many companies commit. Here are some of them.
Incorrect match types
It’s not enough to pay for whatever keyword is available. It should be a strategic move. Otherwise, it’s a waste of money. There are three types of matches. Broad match refers to an ad for a wide range of keywords close to the intended keyword. Phrase match refers to the ads for the keywords and surrounding words in the phrase. The exact match is for specific searches only. Broad matches are ideal since they cater to wider audiences. However, it’s not sufficient to use them all the time. The exact match works to increase qualified traffic while the phrase match is somewhere in between. The point is to identify the goals right from the start to avoid a mismatch. The business might spend money on the wrong ad, and it doesn’t bring the intended results.
Not using geo-targeting
Geographic targeting is the process of refining the target audiences only to a specific location. It helps the business reach out to specific groups of people only. They’re the ones who will most likely buy the products. Failure to use this strategy will place the ad in places that are already beyond the company’s reach. It hurts the effort even more. The company keeps paying for ads appearing in places where there are no potential buyers. This mistake also hurts other businesses. It tells algorithms that the keywords are popular in other areas and makes them more expensive. It’s an unintentional way of boosting the cost of these keywords in different geographic locations.
Not looking into negative keywords
Negative keywords are also important. These are keywords triggering the ads even if they’re not what the users want to see. For instance, if the company sells women’s shoes, men’s shoes are an example of negative keywords. If the users type men’s shoes, the ads shouldn’t appear. They’re irrelevant and could lead to unnecessary payments. It also boosts the company’s reputation. When people search for specific information, they can find what they’re looking for. They don’t end up with websites they don’t want to see.
Focusing only on short keywords
Short keywords are more competitive since they’re popular. More people type these keywords when searching for information online. Hence, they’re more expensive. There’s nothing wrong with optimizing short keywords to appeal to a large group of target audiences. However, long-tail keywords are more effective. They’re not too expensive. Some people type these keywords if they want something more specific. Hence, they’re probably going to buy the products after doing a quick search. Appealing to them through the PPC campaign would be worth it.
Not looking into quality score
Quality score refers to the company’s rating with Google. If the quality score is higher, the company will pay less for the PPC campaign. Therefore, it should be part of the strategies to improve the score. Start by targeting the right audiences. Another strategy is to provide quality information. Make pages to inform users who click on the online ads. Finally, make it easy for these users to become customers. Create a call to action button that tells people what to expect. They should know what’s in store for them if they decide to take the next steps. It takes time to build the score. However, it should be a priority to reduce PPC campaign expenses.
Failure to monitor the ads
Launching the PPC ads is only the first step. Once they’re already available, the next step is to monitor the progress. Some standards tell if the ads are successful. Constantly analyze the results to determine if there should be changes in the approach. Even if the metrics look positive, it doesn’t mean the efforts are over. Maintain the ads and ensure consistency.
Letting Google decide how to use the ads
After setting the PPC ad, Google will offer suggestions. The default isn’t necessarily the right way to move forward. For instance, Google might suggest the best ad frequency. The truth is that the company has a limited budget and couldn’t blow everything within a week. Pace the ads correctly. The targeted location is another factor. Choose the audiences in the target location only, and not those who may feel interested in the targeted location. The latter won’t necessarily become customers. Finally, don’t choose automated bidding. Stick with a manual bidding strategy to avoid unnecessary expenses. These default options won’t have the company’s best interest. Be careful in bidding the right keywords.
Find the best PPC management agency
The right agency understands how PPC works. Working with the best choice can boost the company’s profits.