Small and start-up businesses, looking for quick ways of appearing in organic search, can improve their online visibility with the Pay per click (PPC) services. Check out these step by step Pay Per Click Mistakes to Avoid in order to get the best ROI.
Search engine optimization is a long term process, and requires more time and efforts. If you have a new product launch or an event coming up, going for SEO is not a viable option. In such cases, it is always better to add your relevant search keywords to your ad campaigns, which each time they get clicked, you get charged.
According to a survey, companies making use of an effective PPC services had an improved revenue of 70% when compared to other businesses.
But when given in hands of an inexpert, these campaigns can cost some major financial losses to the company with no valuable returns. Click fraud detection, ineffective ads, lack of testing are just the few mistakes to be avoided from a list of common mistakes that we have listed down in this article.
PPC campaigns are run differently by everyone, whether it’s a PPC service agency or an individual account, avoiding the mistakes listed down can improve the overall health of your Ad campaign substantially.
Incorrect Targeting of Audience
No matter whether you are an agency working only in Nottingham or sell your services across UK, it is always better to target your audience and include your area name in your Ads. Physiologically, people tend to go for agencies working in their specific geographical area when selecting a product or service. All search engines like Google as well, allow you to geo-target your PPC Ad by area. Adding the area information allow your customers to know from the very start that your company recognizes and work in their area, which gives you a strategic edge.
It is not a good idea to make your Ads very specific to certain keywords with high difficulty. People generally search for many keywords which are the variations of your exact keyword. They are known as Long Tail Keywords. Putting such keywords in your Ad campaign does not only improve your overall Ad spend, but also allow much more traffic to your ad when organically searched. Automatically, if the keywords are closely matching, your ad will be ranked higher in search engine ranking. The best way to do this is start analyzing the variation of keywords people generally use to search services or products similar to yours and start using those keywords in your ad campaigns.
The First Spot
If we see from a user perspective, the moment user put a keyword in the search engine bar, there is a list of options that open up. Everyone generally scroll through the 5th or 6th option, and then only they start exploring individual results. This is where your Ad should be. From our experience we have come down to a conclusion: Number 1 is not a good spot for your ad when it comes to organic search. Users when scrolling through the results, keep your website the last in their minds when starting to explore, if you appeared the first in their search. So you should stop fighting for the number 1 spot and start targeting the 2nd or 3rd spot for your Ad.
Losing the Essence
Remember, that when you appeared in the search result of the user, they were looking for some specific keyword. When they land on your website from the ad, they are again looking for the exact keyword they searched for. If the landing page lacks the keyword, your visitor immediately losses interest and navigate away from your website. So let’s say, if your ad had the keyword of 80% sale, and the user searched for this exact keyword, this is what he/she will be looking for when navigated to your website from the ad. If the website does not offer the keyword, the user immediately navigates away leaving you with a lost sale.
Selling your USP
The biggest mistake most companies do when creating their ad campaign is to start looking at what others are doing and simply copy paste that. Though it’s a good idea to have a standardized ad, but it is always more beneficial to be unique. Your ad while being standard should stand out from the crowd. You must tell your prospective customer what unique features you have, to offer and guide them to that via the ad.
PPC is an interesting way of creating more leads for your business when utilized in an expert manner. There are many PPC services in UK who are the special teams of experts that exactly know what to do when it comes to online selling. To help avoid such common mistakes, it is always recommended to go for a PPC service when planning your next online ad campaign.
This article aimed at helping many customers to select the best value-for-money Pay Per Click agency in UK. So have you made your decision yet? You can also check out Google’s Guide line for PPC Campaign.