Common mistakes to avoid in PPC campaigns

Aug 21, 2015 | News

When designing a PPC campaign, your main objective must be to get the public that is of interest to the page where the desired conversion will take place.

This in advertising, as in any marketing campaign, seems obvious, but it isn’t. It is common to see mistakes that end up wasting creative work and the budget that is spent.

In this post, we will talk about the 4 most common errors that brands (now advertisers) make when implementing a PPC campaign.

Error #1:  Including underperforming keywords

This error is the most notorious and often occur when advertisers are growing in audience and expand their target markets . Many campaign programmers fall into the bad habit of adding new keywords to try in their campaigns and don’t do a periodical cleaning of underperforming words.

These terms are often included as an experiment, but eventually they generate a bad user experience when someone clicks on your ads and arrive to material that they weren’t looking for.

This imbalance between offer and final product drives conversion rates down, increases the cost per click and lowers the quality of the campaign.

Ideally, there should be a set of ground rules to setting keywords so that the connection between ad, click and page is successful.

This error stems from a bad practice called ” freeloading ” or ” automatic mode ” where the account manager does not perform the update of terms necessary to optimize the campaign. Frequently performing this cleanout will make a big difference in the performance of the campaign.

If necessary, develop a template of keywords in the ad group and establish rules for CTR and CPA for the account and the keywords list.

How to evaluate keywords

Percentage of clicks (CTR) is an important indicator. If the percentage of views vs clicks is low, it is likely that the quality score (QS) is low, this means that the cost per click (CPC) is higher than necessary.

Error #2 : Daily budget, but no timetable.

If at 10 A.M., the AdWords budget runs out, it is a problem for the cost and volume of the PPC. For this not to happen, you should use an ad scheduler that places the ads during the hours that the audience is willing to convert.

Error #3: Your ad does not match the landing page and ends up being misleading.

A misconfigured ad that does not match the site to which the site eventually brings the perfect formula for failure.

Not only because of low conversion, but because it directly affects the reputation of your brand and the way that Google indexes it.

If there is a click on the ads, but the destination pages do not convert, something is disconnected between the two.

Solving this problem is actually very simple.  The advertisement text should include the same keywords as the destination page. This is the easiest way to ensure a good click.

Error #4: Your ads send the wrong message

The selection of keywords should be linked to the user’s intention and the time of the purchase process (information, contact or purchase).

Sometimes new products bring a form of words that is not popular, and do not relate to the way people search. The incompatibility between the intention and the terms of sale, will result in low CTR due to mismatch.

The solution to avoiding incompatibility is to identify the profile of the users and the form in which they search for information that interests them, to be able to advertise in the media and spaces that best fit these characteristics.  

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