Pay-per-click marketing is considered to be one of the excellent and fastest ways to generate customers for your business. However, most marketers end up making common mistakes that can affect their advertising campaigns and reduce the conversion rate.
In this blog, we’ll highlight five PPC mistakes followed by the steps you can take to resolve those mistakes to generate successful advertising campaigns.
Marketers use the strategy of creating ads to drive conversion/sales. However, this goal can only be achieved if those ads hit the target audience. It is important to have a deep understanding of the buyer persona and then jump into creating customer-centric ads.
How to figure out your potential customer?
Creating detailed buyer personas helps you identify details about your target audience which you can use to customize Pay Per Click ads. Below are some of the parameters which you should consider to target the correct audience:
- Who influences them
- What motivates them
- Their budget
Understanding User Intent For Different Platforms
Every paid campaign should be a unique piece of content because user intent differs among the search, social, and display audiences. For example, users searching on Google have different intentions to the one’s scrolling through the Facebook feed.
Let’s dive deep to understand the differences between three types of channel audiences:
These segments are actively searching products to purchase. They have higher buying intent therefore, you can aggressively target the relevant keywords they used in their search query.
This section of people are just browsing the web or have low buying intent and motivation. Hence, soft-sell ads are suitable for this type of audience.
Social media users are similar to the display audience as they aren’t actively looking for solutions. Softer-selling ads work for this group
Mismanagement of Exclusion Lists
Managing an exclusion list in PPC lets you reach the potential consumers who are relevant to your business. This, in turn, increases the chances of clicks on your ads while reducing the advertising cost, acquire new customers without targeting current customers and help increase conversions by targeting only potential customers.
The PPC allows you to remove specific audiences from your marketing list if they are not the right match for your campaign. For example, Facebook ads let you eliminate a particular segment of audience using Custom Audiences. For this, you have to create a Custom Audience list from email or organic search engine results, social media, or other landing pages.
Unsatisfied Post-Click Experience
Marketers often consider ads as a single unit and end up breaking the connection between the ad and the landing page. Connecting PPC ads with a relevant post-click experience enhances customer experience resulting in high conversions. When the pre-click message matches the post-click message, it is known as message match. You can only achieve a message match if you connect your ad to a relevant landing page (homepage, product, etc.) that conveys exactly the same message as the ad.
Further, removing all navigation links don’t deviate visitors from the conversion goal and also enhances your brand image. Irrelevant post-click experience nullifies all the time and efforts spent on managing PPC campaign, targeting keywords, segmenting traffic, and creating the ad.
In some scenarios, you might get conversions but not through clicks or call to action, this is the time when you consider raising the bids. This will improve your ad rank but track the numbers closely to avoid spending money on higher bids for a long run.
Sometimes, the ads do not get sufficient clicks even after raising the bids, this happens when you target a wrong group or the ad quality doesn’t meet specific requirements. Targeting an incorrect audience can get you more clicks on ads, but this will reduce your conversion rate as the customers are not following call to action.
Align with right PPC practices- understand buyer personas to tailor your ads for the target audience, differentiate channel audiences, manage exclusion lists to exclude irrelevant traffic and always connect your ads to optimize post-click experiences. For more information, get in touch with our digital marketing team. Our team of expert professionals cover every angle to make sure that your SEM investment reaches the right audience with the right message at the right time for maximum ROI.