Pay-per-click (PPC) advertising is a highly effective digital marketing strategy that can help businesses drive targeted traffic to their website and generate leads or sales. However, if not executed properly, PPC advertising can be a costly and ineffective marketing tactic. In this blog post, we will discuss the dos and don’ts of PPC advertising to help you make the most of your advertising budget and achieve your marketing goals.
Set Clear Goals
Before launching a PPC campaign, it’s important to define your marketing objectives and set clear goals. Are you looking to drive more traffic to your website, generate leads, or increase sales? Having clear goals will help you keep track of the performance of your campaign.
Keywords are the foundation of any successful PPC campaign. Conduct keyword research to identify the most relevant and cost-effective keywords for your business. Use tools such as Google Keyword Planner and SEMrush to find new keywords that you probably haven’t thought about, and add them to your plan to get some key estimations , such as how much it is expected to pay for each specific keyword and how many clicks will be generated from each keyword.
Create Compelling Ad Copy:
Your ad copy is the first impression you make on your target audience. Write an ad copy that is compelling, engaging, and relevant to the keywords you are targeting. Use language that resonates with your target audience and clearly communicates the benefits of your products or services.
Make sure you always use ad extensions as it improves your optimization score and make your ad easier to click.
Use Optimised Landing Pages:
Make sure you have an optimised website for conversions which is easy to navigate and it’s relevant to the keywords you targeted in the first place. Leading people to irrelevant landing pages will definitely affect your ads negatively.
Watch the performance of each specific keyword and identify areas for improvement. Make sure you always clear irrelevant search terms from your campaigns to spend your budget wisely.
Neglect Your Optimisation Score:
Your Optimisation Score is a metric used by Google to determine the relevance and quality of your ads and landing pages. A higher Quality Score can result in lower costs and better ad placement. Make sure your ads and landing pages are relevant to your keywords and provide a good user experience.
Ignore Negative Keywords
Negative keywords are just as important as regular keywords in a PPC campaign. Negative keywords allow you to exclude specific keywords from your campaign, ensuring that your ads are not shown when users type these specific search terms.. This can help reduce wasted ad spend and improve your ROI.
Overlook Mobile Optimization
More and more people are using their mobile devices to search the internet and make purchases. It’s important to make sure your ads and landing pages are optimised for mobile devices. This means using responsive design, ensuring your website loads quickly on mobile devices, and making sure your ad copy is easy to read on small screens.
Use one size fits all advertising approach
When it comes to PPC advertising, there is no such thing as a “one size fits all” approach.
Just because you saw a “marketing guru” on YouTube using this PPC strategy doesn’t mean you should too.
Every business is unique, and the best strategies for PPC advertising will depend on factors such as your industry, target audience, budget, and marketing goals. It’s important to tailor your PPC campaigns to your specific business needs and goals.
In conclusion, PPC advertising can be a highly effective way to drive targeted traffic to your website and reach potential customers. However, it’s important to approach PPC advertising with a strategic and informed mindset. By following the dos and don’ts outlined in this blog, you can optimise your PPC campaigns for success and avoid costly mistakes.