Three PPC Mistakes to Avoid

By gaining valuable traffic and thereby increasing sales, PPC advertising – pay per click – can have a major positive impact on businesses and organisations of all sectors and sizes – providing they get it right.

If you’re about to embark on a PPC campaign or are already involved in this type of marketing but are failing to get the results you expected, take a look at the following three PPC mistakes to avoid to help maximise the efficiency of this highly effectual form of digital marketing. 

1- The incorrect use of keywords

Keyword discovery and management is a vital component of any successful PPC campaign. Focusing on keywords that are too broad can mean PPC advertising isn’t as effective as it should be.

Failing to include negative keywords is another common mistake brands make, which negatively affects their campaign results. Forgetting to use branded keywords can also have a negative affect as if your competitors bid on your brand’s keywords, you could miss out on attracting those customers wanting to learn more about your products or services. Given the importance of keywords in any PPC strategy, use a PPC keyword generator or keyword tool to help jumpstart your PPC keyword campaign.

Once you have a bank of relevant keywords, elaborate on the most relevant longtail keywords for your PPC advertising efforts and eliminate the keywords that are less likely to be effective.

2- Crafting PPC adverts around one device only

With around 60% of Google searches being made on mobile devices, it stands to reason that PPC campaigns need to cater for mobile audiences. That said, plenty of online searches are conducted from desktops and therefore solely focusing PPC campaigns for mobiles would be a tad short-sighted.

While you should make PPC campaigns mobile-friendly, focusing too heavily on mobile devices could prove detrimental to customers reaching out to you on desktops.

Target as wider audience as possible with your PPC advertising by experimenting with different Call to Actions (CTAs) and conversion flows, so nobody misses out on your adverts no matter what device they are on.

3- Avoiding geo-targeting

Whilst the internet has opened opportunities for businesses to operate and market on a global scale, there will always be a need for local brands and companies to cater for local communities.

Google and the other search engines allow companies to geo-target PPC ads, something you should take advantage of to maximise the success of your PPC campaigns.

By geo-targeting your campaigns you will become more locally relevant to customers and prospectives, which is not only great for high-street brands but also for bigger, national companies wanting to reach out to local audiences and communities.

As well as making your brand more locally relevant, when using a combination of geo-targeting and IP exclusion, you can hide your PPC adverts from competitors, keeping your strategy out of the prying eye of your competitors.

Float Digital can help your business incorporate effective PPC advertising that is void of the common mistakes many brands make when using PPC. Our PPC services are meticulously designed to cater for your specific needs and to help you achieve maximum results.

Get in touch with our team of PPC advertising experts today to discuss your pay-per-click requirements.