9 Common Mistakes in Online Advertising with PPC
PPC online advertising can seem easy on paper. It’s only 140 characters, just make sure you have some cool copywriting and enough cash to get top spot, and you’ll make a ton of cash, right? Well, maybe. If you don’t make any of these common mistakes, it’s possible!
1. Bidding too narrowly
The more closely your keyword matches with a search, the higher it will be displayed. The less common that keyword is, the less you’ll pay for a click, and the higher your profit margin. So, focus on every low-volume variation of your high volume keywords!
2. Forgetting to include your location
People would rather work with someone close by … even if they never see you, and only order online. Just a fact!
3. Being #1 obsessed
A far higher percentage of results further down the list get clicks in paid search compared to natural search. You’ll often get plenty of clicks in second or third spot, and pay far less for them.
4. Including phone numbers
People look at them … but they don’t use them! A waste of valuable characters.
5. Trying to fit in
If you want to be successful with PPC, you have to be brave enough to stand out and be yourself.
6. Not updating your copy throughout the year
PPC is a short-term strategy - don’t be afraid to take a short-term approach in your copy. Update it with the shopping seasons, current events, etc.
7. Not tracking
Some people don’t know what tracking is. Some people don’t know how to. Some people believe it’s a waste of time. Either way, the net result is a campaign that costs more than it should and doesn’t deliver to its potential.
8. Not using the ‘negative’ folder
If you check out the searches that your ad is displayed for, you’ll probably find a lot of people searching for free versions of your products, searching your keywords with the word ‘cheap’, and searching for your service along with the word ‘jobs’. There’s no point paying for clicks from people who want things for free or very cheap, or simply want a job in your industry.
9. Ignoring your own company name
This is especially relevant for big businesses. Often other people will try to piggyback on your success by bidding on your business name as a PPC online advertising keyword.
