Five Things that can Ruin Your Pay-Per-Click Campaign
Category: Media Buyin / Pay-Per-Click (PPC)
If your business is like many others, then chances are good that you have at least one pay-per-click campaign ongoing at any given time. Although PPC can certainly help you drive more traffic to your website, there are a few things that could be hindering your progress.
#1 – Irrelevant Advertisements
Your quality score depends heavily on relevancy, so it is important that your ads are not only relevant to your company as a whole, but that they are also relevant when compared to your landing page and the keywords on it. The more irrelevant your advertisement, the more you will pay per click, and the less return you’ll receive. For the best results, aim for a quality score of 10 by grouping your keywords together closely, making sure they are all related to the same theme, and consider using dynamic keyword insertion.
#2 – No Ad Extensions
One of the main goals for PPC advertising is to provide visitors with the information they need immediately to prevent them from clicking on a competitor’s ad. You can use a variety of ad extensions to help, and these include social extensions, site links, product and location extensions, and much more. In fact, Google actually promotes the use of these extensions, claiming that when used properly in pay-per-click campaigns, they can improve click-through rates by up to 30%.
#3 – No Call to Action
Chances are great that your landing page contains a call to action, but you should also include one in your pay-per-click campaign. What’s more, you should make sure that your call to action is appropriate for your business type. As an example, if you want to drive traffic and engagement, terms like “watch now” or “see more here” are ideal. However, if you are trying to sell something, be sure to use terms like “buy now” or “take 25% off your order today” in your advertisement.
#4 – Failing to Test Your Advertisements
Experts generally agree that you should run at least two versions of your PPC ad (three or four is ideal) in order to determine the best ways to improve your click-through rate. What’s more, testing your ads frequently helps to ensure that all of your information – including promotions and pricing – is completely up-to-date. You can swap out things like descriptions, calls to action, pricing, and more, which can ultimately provide you with valuable insight into which elements are driving the most sales or traffic.
#5 – Ignoring Google’s “Best Practice” Advice
Strangely enough, Google provides some “best practice” advice for a pay-per-click campaign that many people choose to ignore. For example, you should make sure that the relationships between all of your ad components are relevant, that your ads stand out from your competitors, and that your call to action matches your goals for your campaign. Google also recommends making sure that you mention your product or service’s unique selling points to grab attention.
All too often, people believe that a pay-per-click campaign will run itself with only minor input. However, even when you are paying for people to click through to your site, it is important that you take the time to put your campaign together correctly. Not only will you generate more traffic and sales, but you’ll spend less money in the long run.