These days, it is crucial to have a strong online presence. This is because people often discover new brands and businesses through online means. And one way to drive more traffic to your website is through pay-per-click (PPC) advertising.
PPC is widely used in digital marketing as it is often an effective way to get more people to visit your website. However, many businesses are unaware of the many mistakes they can make regarding PPC. And when you continue making these mistakes, it may just end up doing more harm than good.
1. Driving Traffic to the Wrong Landing Page
This is among the biggest mistakes many businesses make with their PPC campaigns. You want to ensure that the page a customer lands on is relevant to their query.
Take note of the search query that a visitor uses to find you. You planned your PPC campaign to be shown on search engine results pages that show up in front of your target audience. So, as a result, you should ensure that they are sent to the landing page that matches their search query.
If you send them to a landing page that is not relevant, you can expect to make the wrong first impression with your visitors. And losing a customer is one thing you don’t want to happen with your PPC campaign. So make sure that your ads and landing pages match.
2. Displaying Ads for the Wrong Type of Customers
With your PPC campaign, you can expect to attract visitors from different groups in society. Therefore, make sure that you display your ads only to the people likely to buy your products or services. This means targeting your ads towards a particular group of people based on actual buyer personas or customer profiles.
If your ads are shown to the wrong group of people, you would be wasting money. And with the wrong type of customers, you can expect not to generate any sales and eventually lose out on potential profits.
3. Targeting the Wrong Keywords
There’s a lot of competition out there. So it is essential to narrow down your search terms to something more specific and more highly relevant to your products or services.
This means that you should be using highly specific keywords that only your target audience uses. If you show your ads to people who are not your target audience, you can expect to lose out on potential profits.
Remember that highly specific keywords have a higher tendency to convert than something more generic. So make sure that you are using the right keywords while setting up your PPC campaign.
As you can see, making mistakes with PPC can do more harm than good. This is because it can lead to wasted time and money. So you need to be aware of the common mistakes that should be avoided when using PPC. This can ensure that the right people see your ads and that you are only paying for legitimate clicks.
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