Experimenting with the Pay Per Advertising strategies is one of the favourite tasks of startups who are new to it. But too much experiment can cost you a huge amount of money. Wrongly set PPC advertising campaigns can decrease your ROI (Return on Investment).
1- Misusing Broad Match Terms
If you’re bidding on broad match terms without giving any further instructions to Google, then it’s the wrong strategy. It would make your ads eligible to appear on several irrelevant terms driving irrelevant audiences to your website.
2- Ignorance in the Efficient Usage of Negative Keywords List
Are you ignoring the importance of adding maximum terms to the list of negative keywords? If yes, then it’s the biggest disaster of a PPC marketing strategy. Mastering the list of negative keywords is the first thing you need to look for.
Later on, you must apply this negative keyword list to all your Google ad campaigns. Consequently, it restrains your ads to be triggered if someone searches for those terms.
3- Negligence While Matching the Keywords to Ad copy
Another common PPC disaster most marketers do is using one set of ads across multiple ad groups. Ideally, it’s alright if the ad group in question have broadly the exact theme. However, if someone searches for ‘scooter rental’ and your ad copy shows ‘scooter hire’ in the headline, there are higher chances the search won’t click on it.
4- Keeping Misconceptions About Average Position
The biggest misconception about PPC advertising is to think that the average position of ‘1’ will make your ad appear on the top of SERPs. Well, that’s not true! It Average position simply means that your ads are likely to appear ahead of other paid ads on the search results.
5- Not optimising campaigns for specific audiences
All the ad groups of your PPC campaign are categorized beautifully along with an engaging ad copy. Moreover, you also have included the list of negative keywords in your campaign. What next? You need to optimize your PPC ad campaigns for specific audiences if you aren’t doing it.
6-Failure to Use The Device Bid Modifier Effectively
Did you adjust the bids for your PPC campaigns at a device level effectively? It’s another PPC marketing mistake that can add to unnecessary campaign expenses without even high conversions. You need to keep an eye on your ad campaign data by modifying the positive and negative device bids.
7- Not Understanding The Importance of Bidding On Own Brand Keywords
Bidding on the own brand keywords is another misunderstood phenomenon of a PPC ad campaign. And if you think you don’t have to bid for your own brand terms, it’s the biggest misconception. Your brand’s terms won’t appear on the top of organic search results if you don’t pay for those clicks.
Summing it up:
A pay-per-click advertising strategy can either create or destroy your online marketing efforts. Hopefully, this blog post on the common PPC ad campaign mistakes will help you to plan an effective PPC marketing strategy for your business.
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