Top PPC Mistakes Businesses Make (and How to Fix Them)

Top PPC Mistakes and How to Fix Them

These are the most common PPC mistakes that businesses want to avoid, along with how to fix them to drive success:

Being Unprepared

It's not uncommon for business owners to want to take advantage of PPC advertising and jump in unprepared. When you tackle PPC advertising without understanding how to run a successful campaign, you can cost yourself a lot of time and money.

In order to fix this mistake, business owners can:

• Consider using a professional digital marketing agency with experience in PPC advertising
• Learn how to run a successful PPC campaign, including geo-targeting.

Not Creating Your Content for Conversions

Not taking the time to create content that is designed to improve conversions.

In order to fix this mistake, you can:

• Create dedicated landing pages – it's essential to direct website visitors to a page that is relevant to the advert you place, along with a clear and compelling call to action
• Write benefit-driven content – consumers want to know how your product or service is going to benefit them. This is your opportunity to align with what your consumers want
• Have a clear call to action – your advert headline is the first thing your audience sees with eight out of ten people only reading the headline. Ensure you provide a unique selling proposition that is transparent
• Focus on formatting – the right formatting can improve your click through rate. Ensure there are no grammar or spelling mistakes
• Ignore seasonality – Include discounts in your ad copy to celebrate special events to improve click through rate and conversions

Failing to Optimise for the Right Keywords

It's not uncommon for business owners to not conduct comprehensive keyword research before making their PPC campaign live. This could be that the advert is rushed, due to lack of time, or you don't have the knowledge and expertise to identify the keywords that will improve your success rate.

In order to fix this, business owners should:

• Use long-tail keywords – long-tail keywords help you attract an audience that is more likely to convert
• Include negative keywords – these are just as important as your targeted keywords, telling the advertising platform when not to display your ad

Ignoring Optimisation, Testing, and Monitoring

Many business owners create an advert, set a budget, launch their campaign and wait for results. This is a big mistake. Without real-time insights you could be wasting your budget and not achieving the results you deserve.

In order to fix this, you can:

• Carry out regular analytics – this helps you identify how your advert is performing
• Conduct A/B testing – this enables you to test two versions of a similar advert, identifying which one has the best impact 
• Adjust as needed – with insights at your fingertips, you can make the necessary adjustments needed to improve the success of your campaign 
• Monitor your advert success – ensure you monitor your success regularly, so you can make any adjustments in a timely manner.

Conclusion

Pay-Per-Click advertising is complex when it comes to navigating with many businesses making mistakes. If you are thinking of PPC, you may want to consider professional assistance. Genie Crawl would love to help you improve your online visibility right now. Contact us today for a free, no obligation quote.