4 money draining ppc mistakes you should avoid
TRANSCRIPT
PPC MISTAKESYOU SHOULD
AVOID
MONEY-DRAINING
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Creating The Best Title
Marketers know that PPC campaigns are one of the most
effective ways to generate leads and customers for a
business, but can also be financially risky when executed
poorly. They are constantly looking for ways to increase the
success of their PPC campaigns and resolve issues before
they arise, but it’s hard to be proactive without knowing
the mistakes to look out for.
We’ve created, managed, and analyzed a lot of PPC
campaigns, and over time we’ve identified our share of
game-changing strategies to employ as well as money-
draining mistakes marketers should avoid. Below, we’ve
listed four major PPC mistakes to watch out for in your
own campaign that could be costing your business money.
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Campaigns That Aren’t Mobile-Friendly
We are living in the smartphone age, and as such, you should assume your audience
is viewing your campaign content from the palms of their hands. You certainly won’t
get clicks from mobile users if the landing pages you’re directing people to can’t be
viewed properly from their phones, so ensure your PPC campaign content is
optimized for the touch of human fingers and not mouse clicks. To further maximize
your campaign’s clickability, reduce text as much as possible and keep what’s left
concise.
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1
Broken/Dead Links
Businesses use broken links in their PPC campaigns all the time. Can you think of
a bigger waste of time and money than paying for link clicks that take viewers to
missing pages and do nothing for your business? Stop what you’re doing and
check the status of the links you’re using in your PPC campaigns immediately.
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2
Keywords That Are Too Broad
Just as you don’t want to waste money on broken link clicks, you also don’t want
to pay a high bid costs for keywords that aren’t generating leads. Targeting highly
competitive broad keywords could mean a lot of money for your PPC campaign,
so we recommend sticking with long-tail keywords, which are longer and more
specific keyword phrases. Long-tail keywords are less competitive and therefore
more cost-effective for your business
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3
Not Taking Advantage of Targeting
Are you spending money targeting a low quality audience? To drive more clicks
and increase your campaign’s success, you should make sure that you’re targeting
the people most likely to engage with your ad. Some of the targeting criteria you
can use for your campaign include:
Location: Is your campaign location-based? Target an audience down to their
zip code.
Placements: You can choose the exact websites you want your ads displayed on
from Google’s millions of options.
Topics: Don’t know the exact websites your audience prefers? Determine the
theme of your ads and choose associated Topics so Google can find relevant
websites for you.
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