Mistakes you're Making with your PPC Campaigns


What is a Pay-Per-Click campaign?
A pay-per-click campaign (PPC) is an internet marketing model. You can advertise your business based on keywords or audience and pay a fee every time someone clicks on your ad. Both Google ads and Facebook ads are PPC ad services. PPC campaigning can be very successful when executed correctly. However, when mistakes are made, PPC will be extremely frustrating.

PPC campaign not working? Here's why:
You may be getting clicks and paying a fee but those ads are not turning into revenue. Why is that?

1. You don't know your audience
A pay-per-click campaign is the most effective when you have a clear target audience. Advertising on a whole bunch of keywords will not get you the results you're looking for if they aren't even reaching the people who want to purchase your product or service. You will be getting high click rates, paying lots of money, and seeing next to no connection between the audiences you reach and your business. Instead, use specific keywords and target specific demographics in certain geographics. By doing this, you will reach the right people, and even if it doesn't work out, you know not to advertise to that combination again.

2. You're not tracking your progress
Pay-per-click marketing is not like a billboard where you can set it and forget it, you need to track your progress to save money and remain effective. By tracking your progress in the campaign, you can monitor what percentage of clicks are turning into purchases, along with which portions of your campaign may need to be adjusted.

3. You're not optimized for mobility
Focusing your ads onto desktop computers only is a misstep. Over 95 percent of users on Facebook access their account from a mobile device. With a targeted campaign like PPC, you miss out on potentially huge amounts of revenue by creating ads that only make it to desktop users.

4. You're not testing different ads
Hand in hand with tracking progress comes multiple ads. Try two different campaigns aimed at two different audiences, or if there's an image in your ad, two different ads. This offers new information that has been tried and tested. When or if you notice one ad is generating more revenue while costing the same or less than the other. Focus your time and energy on the success or rework the less successful.

5. No clear path for clickers
After targeting an audience based on their likelihood to buy your product, don’t kill the progress by sending them to the homepage to navigate for themselves! Create a path you want the audience to take. Hone in on one or a group of products/services you offer and watch your revenue grow.

What makes a perfect PPC campaign?
- Targeting a specific demographic in a specific geographic region
- Monitoring how many clicks you're getting, when you’re getting them, who is clicking on them, and who is following through with purchases
- Making necessary changes to audience or keywords
- Targeting mobile audiences
- Using A/B ad testing
- Clear path customers can take

Now you know what to avoid in PPC campaigns, and how to correct it, watch your sales grow! If you're interested in more information, a free Google ads audit, or help with your PPC campaign composition or management, contact BreezeMaxWeb today!

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