If your company is making use of pay-per-click advertising, otherwise known as PPC, then it’s important to make sure you’re getting as much from it as you can. It’s a smart part of most digital marketing plans but there are some mistakes that can make it much less effective than it could be. Read on to learn about some of these mistakes and then contact Webstract if you want to learn more about a variety of digital marketing options.
Bidding too broadly
Every industry has one keyword that’s most likely to bring traffic but remember that there are a ton of variations on that keyword that should be focused on as well. In fact, the more you focus on these long-tail keywords, the more affordable the clicks are. You’ll also find that your ads are ranked higher when the keyword is more closely matched. Start by taking your list of 100 top keywords and turn them into 200 by simply look at your own web stats to find out what variations people are using to get to you.
Focusing too much on the top spot
In most situations, getting into the top ad space in paid search results isn’t the best strategy. This is especially true if you have a very broad keyword and you’re paying a lot for every click. When your terms are too broad, you’re more likely to attract people who are just starting out in their process. They’re there for research purposes only, and you’re paying for clicks that were never going to convert. On the other hand, if you focus on ranking within the top results, you’re more likely to get to the people who are ready to make a purchase.
Having a landing page that’s inconsistent with your ad
No matter what you’re selling, no matter what your product or service is, it’s essential that what your ad says is repeated on your landing page. If you’re advertising that you have a 50% off sale in your ad, then make sure that you say the same thing on your landing page – after all, that’s why people clicked through. If it’s not there then they’re simply going to move on.
Trying to fit in
Some companies go online, search a keyword they want to rank for, look at their competitors, and then try to build their online presence to fit in with theirs. This is not an effective strategy. If your potential clients can’t immediately tell what makes your company stand out, don’t expect that they’ll take time to do further research. Standing out can involve having a custom video, excellent copywriting, or another unique aspect.
If your company isn’t doing all they could be with PPC – or if they’re not in the game at all – then it’s time to contact Webstract. We can help you ensure that you’re using every cent of your marketing dollars as wisely as possible.