Google PPC or pay-per-click advertising, as it is also known, can be a very effective strategy for drumming up online business for many organizations. In fact, when used correctly, they can give sites a short-term boost to both traffic and conversions, ensuring businesses are able to meet their revenue goals.
It can also have a very valuable ROI when used correctly because, as its name suggests, Google only charges a company when a potential customer clicks on its ad. This means that the company only pays for ads that attract the attention of potential customers.
However, just like SEP and content marketing, Google PPC advertising can be difficult to implement correctly. The good news is that you can learn about some of the most common mistakes and how to avoid them and maximize your impact in the post below written by PPC experts. Enjoy reading to learn more.
Mistake 1: Not using enough keyword diversity
The primary goal of using keywords in PPC advertising is to align with those who are searching for the product offered by the company in question. Unfortunately, this can often lead to businesses becoming too narrow in the keywords they choose to use in their PPC campaigns, and this can limit their effectiveness.
Instead, a good PPC campaign will include a balance of keywords that provide a more rounded target. With this in mind, businesses designing their PPC campaigns need to consider three important things: search intent, search match type, and search volume.
How to avoid fatal mistake 1:
Getting past the blunder means increasing your keyword diversity. There are several ways to do this including:
Leverage search intent
Search intent is essential to improving keyword diversity in your PPC campaigns. This is because it helps businesses match their ads to what users are searching for. There are different types of search intent to consider, including information intent, navigation intent, commercial intent, and transaction intent.
While it may seem better to include more transactional keywords in your PPC campaign, it can also be beneficial to use a range of other types as well. This is because it can provide greater reach to potential customers. Of course, defining a research goal can be difficult; This is why many companies choose to work with an expert PPC agency in London And get them to do it for them. In fact, by combining their expertise with access to specialized software, PPC agencies can help a wide range of businesses optimize their Google advertising campaigns.
Take advantage of a mix of search volumes
One way keywords can be ranked is by their search volume. Those keywords with high search volume are frequently searched for online. While low volume keywords are searched much less frequently online.
At first glance, it may seem as if only including keywords with high search volume is the right way to go about things here, but that's not the case. Instead, it is much better to include keywords with both high and low volumes. The reason for this is that although keywords with lower search volume will generate less traffic, they are also more likely to be more aligned with what customers are searching for, and therefore can help generate a higher conversion rate.
Big mistake 2: Forgetting to use negative keywords
While choosing the right keywords to match in PPC is crucial, many businesses overlook a vital aspect of keyword matching – the ones they don't want their campaigns to match. Also known as negative keywords.
Negative keywords are very important when developing a PPC campaign because they help prevent false positives, which can waste your budget allotment. For example, if a company is selling moisturizer and someone types “free moisturizer sample” into the search bar, their PPC could be activated.
The problem is that the person in question is not looking for the paid product the company offers but rather a free version, meaning they are less likely to buy what the company is paying to promote through PPC. This means that the company will use up its PPC budget quickly because its ad is being run by people with a poor match who will not convert.
How to avoid fatal mistake 2:
The way to avoid the third mistake is to make sure you include negative keywords. Organizations interested in doing this should go to the Google Ads search report terms section. From there, they can click on keywords and then search for terms. This will provide them with negative keyword ideas.
Fatal Mistake 3: Not using high-quality ad copy
The quality of the copy used in a PPC campaign is crucial to its success. This means that focusing only on the technical side of things like keywords and ignoring the need for high-quality copy can seriously impact the effectiveness of a campaign.
In fact, low-quality copy that is not specifically matched to an online audience and that does not communicate the value of the product or service being sold will result in fewer clicks and even fewer conversions.
How to avoid fatal mistake 3:
To avoid the fourth major PPC mistake, businesses should use well-written copy that is tailored specifically to their brand. Additionally, reviewing and testing your ad copy to improve its performance can be very helpful here. In fact, using RSAs (Responsive Search Ads) allows businesses to test how more than one headline and one type of description perform, allowing for further optimization.
