7 PPC mistakes that’ll burn through your marketing budget

7 PPC mistakes that’ll burn through your marketing budget

7 PPC mistakes that’ll burn through your marketing budget. So how do you make sure your PPC campaigns reach the right people without destroying your marketing budget? Poor copy Writing copy for your PPC ads can be especially challenging — you have an extremely limited space for both your headline and description, which means you can only include the most essential information, and do so in a way that will entice people to click. Ignoring negative keywords There’s plenty of talk about targeting the right keywords for your PPC campaign, and obviously, focusing on the right keywords can have a huge impact on your marketing results. But far too often, PPC budgets go to waste because “negative keywords” are ignored. When you bid on your brand keywords, you’ll be able to dominate both PPC and SEO results — ensuring that your most invested customers don’t get waylaid by the competition. The reasoning is that many of the people who look at these slightly-lower ranked ads are more heavily invested in their search. Using the wrong matches The Google AdWords keyword match system can be confusing — and if you don’t understand how these different categories work, you could very easily waste money by investing too heavily in the wrong type of match. Each of these matches generates differing levels of conversion — while phrase and exact matches yield higher conversion rates, they don’t receive as many searches as broad matches. Focusing only on broad matches would get your ads to appear in more search results, but it would also include many irrelevant searches.

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7 PPC mistakes that’ll burn through your marketing budget

As a startup, your marketing budget is probably a bit tighter than you’d like it to be. It probably feels like you can’t let a single penny go to waste — and for good reason! The way you allocate your startup’s marketing dollars could very easily determine whether or not you’re one of the 50 percent of startups that fail during its first four years.

Unfortunately, while plenty of startups have the general right idea about which marketing tools they should invest in, they don’t always go about it in the best way. There are few places where this is more common than pay-per-click (PPC) marketing.

When done right, PPC’s advanced targeting capabilities give you direct access to the audiences most likely to turn into paying customers. But if you’re not careful, a poorly-planned PPC strategy can eat through your budget without delivering any of the results you want.

So how do you make sure your PPC campaigns reach the right people without destroying your marketing budget? One of your best bets is to start by avoiding these common — and devastating — PPC mistakes.

1. Poor copy

Writing copy for your PPC ads can be especially challenging — you have an extremely limited space for both your headline and description, which means you can only include the most essential information, and do so in a way that will entice people to click.

Sound challenging? It absolutely is, but utilizing enticing, descriptive copy for your PPC ads can make all the difference in whether or not anyone clicks on your content in the first place.

Your headline is especially crucial — in many cases, it’s the only thing consumers will read before deciding whether or not to click on your link.

As such, your headline absolutely needs to include your call to action and targeted keywords, as well as any promos (like a special sale) or other unique elements. Failure to deliver a clear, concise message in your ad copy won’t help you gain any traction.

2. Neglecting ad extensions

Ad extensions are another basic element of PPC advertising that frequently go ignored. Google wants to make it easy for interested customers to get in contact with your startup — that’s why AdWords offers a wide range of extensions designed, in their words, to give “people more reasons to choose your business.”

AdWords extensions allow you to beef up your ads by displaying your phone number, location, product pricing, or even reviews of your product or service alongside the rest of your ad content. Each of these extensions essentially serves as another attention-grabbing element of your PPC ad; one that lends further credibility to your business and can even serve as an additional call to action.

The right ad extensions can significantly improve your clickthrough rate and help engaged consumers get to where they need to go to make a purchase—ensuring that your marketing budget doesn’t go to waste.

3. Ignoring negative keywords

There’s plenty of talk about targeting the right keywords for your PPC campaign, and obviously, focusing on the right keywords can have a huge impact on your marketing results. But far too often, PPC budgets go to waste because “negative keywords” are ignored.

Essentially, as Google tries to match keyword searches…

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