Google Ads remains one of the major platforms, offering a wide reach to the audience. Pay-per-click (PPC) advertisements create immediate business opportunities by driving more traffic and conversions.
However, how you run ads using PPC is everything. If your targeting is wrong, your ad may not reach potential customers for your business. If your ad strategy is not strong enough, you may be wasting your advertising budget on unnecessary marketing campaigns. Like these, there are many mistakes that businesses make when it comes to PPC. Google Ads lets brands thrive in a competitive business environment as it allows for increased brand recognition and has the potential to catch viewers’ attention.
In this blog, we will look at some of the common PPC mistakes businesses are still making that hurt their marketing spend and conversions.
Let’s Learn About Top PPC Mistakes Brands Make
#1: Marketers are Not Focusing on Audience Targeting As They Should
If your audience targeting is weak, your PPC ads will not give you the desired results. Suppose your ad reaches thousands of people, but they are not the ideal audience for you. This will hurt your ad budget and not give you any meaningful results that you expect out of your PPC ad campaign. You will need a better strategy to reach your target audience that goes through carefully selecting the audience based on demographics, their interests and behaviour.
#2: Not Tracking Conversion Analytics
If you’re not tracking the PPC campaign on Google, you will not understand what is not working in your marketing campaign. If you wish to improve the results over time of your PPC campaign, you need to set up conversion points so that you can understand the results and identify the gaps which you need to fill by adjusting the PPC campaign strategy.
You can view the results by keywords, ad campaign, audience or the landing page. By effectively understanding the points of improvement, you can readjust the PPC campaign and drive better conversions. For setting up the conversion action in the Google Ads account, you need to go to goals, then conversions, then summary and then “add new conversion action”.
#3: Weak Ad Copy Affects PPC
Weak ad copies mean they are not as appealing and do not address the necessary pain points of customers to make them pause and think about your ad. What you are missing is skilled graphics in your ad copy. Making attractive ads means they should serve some value to your business. They should include the benefits of the products you sell and the pain points of your customers, so that they can be interested in buying your products.
Ad copy is the face of your campaign, which lets customers know what you offer. If you use weak ad copy in a PPC campaign, it can hurt your click-through rate (CTR).
#4: Not Making Enough Ad Variations
If you are running a campaign for the first time using a very high budget, you are exposing yourself to a number of risks that may follow. You need to create multiple versions of an ad so that you can test them on an unknown audience. You can learn about the performance of your ad copy before actually using it on Google Ads. PPC is the pay-per-click model where you spend a hefty budget to reach a wide audience.
However, spending all your budget on ad copies that may or may not work is a huge uncertainty. Hence, you should conduct A/B testing where you can monitor the performance of ad copy on an unknown audience to see how they perceive its value.
#5: Do Not Ignore the Ad Analytics
You should not treat the PPC campaign as “set and forget”. Your PPC ad campaigns generate so much ad data, which can help you navigate through the pain points and improve your overall strategy. Using this data, you can actually improve the performance of your ad campaign with time.
You will see that you have completely optimised your ad for the ideal audience, but if you ignore the data and don’t look for patterns and trends, you will never understand what is going wrong in your PPC campaign. You can adjust the keywords for targeting and even set a new audience targeting strategy, so that you can improve returns with time and reduce the budget waste.
Wrapping Up
Pay-per-click is an efficient marketing strategy where you pay for the advertisements and deliver them across Google Ads so that you can catch the attention of your target audience. But if you’re not monitoring the progress of your PPC campaigns, you may burn your budget too quickly. You need proper testing of your PPC ad campaign so that you can optimise your strategy over time and get improved performance. You should book a consultation session with our marketers at VerveOnlineMarketing, a top PPC agency in New York, so that you can create a custom campaign for your business that drives better results and gives a profitable ROI.
