Marketing today is much more challenging than in previous years. In another sense, however, it’s also much easier than ever before. We have much more powerful tools available to us and more sophisticated types of campaigns. One of the most popular of these are PPC campaigns or pay per click campaigns. These campaigns can be hugely successful. They can also be a money pit when they fail. Learn how to avoid PPC campaign failure.
Introduction to PPC Campaigns
A pay per click campaign is one in which you pay to receive a certain number of clicks. Businesses commonly pay for a certain amount of clicks on ads that lead to their site. These ads can be placed on a large variety of platforms. Social media platforms like Facebook are among the most common.
The purpose of a PPC is to drive more traffic to your website. They can also be used to drive more traffic to a specific page on your website. But as you can imagine, there is a lot of potential for PPC campaign failure…
Don’t Target the Wrong Demographics
If you’ve been throwing money into PPCs with underwhelming results, take a look at the demographics that you’re targeting. If you are targeting the wrong demographic, all the money in the world won’t help.
PPCs should be used with as much precision as possible. If you target the right groups, your campaigns will be more successful.
Don’t Put all of Your Eggs Into One PPC Basket
One of the most common PPC campaign failure items is overconfidence. You have to use all of the tools in your marketing arsenal to achieve the best results. A PPC can bring in a lot of traffic, but it won’t bring spectacular results if that’s all you’re using.
Some businesses make the mistake of pouring too much money into PPCs. The result is predictable. In the short run, they may get a lot of traffic. In the long run, however, that traffic will be less valuable.
Don’t Have a Need for Speed
Another common mistake to avoid is rushing a PPC. Some folks think that as soon as they spend money on a PPC, traffic will just come flooding in like crazy. Savvy businesses treat PPCs like drip campaigns. Ideally, they create a steady feed of traffic.
Don’t Shoot for the Top
Some businesses think that by dumping money into a PPC, they’ll jump to the top instantaneously. While quaint in concept, it’s often a far cry from the reality of PPCs. It’s a common PPC campaign failure.
If you pay enough to get up to the first spot in search results, you can end up losing money on your PPC campaign. If, for example, most of your visitors are clicking on your site just because it was the 1st result, they might not be ready to buy. The best strategy is to aim for the lower end of the top tier in search results. Buyers who click in these ranges are typically more serious. That means that they have a higher probability of making a purchase.
Don’t Forget to Optimize Your Landing Page
Before spending money on a PPC, you should make sure that your landing page is optimized. If your landing page isn’t up to date or still needs work, you shouldn’t spend money on PPC until it’s corrected.
Businesses that dole out money on PPCs to drive traffic to a landing page that is hard to navigate, lose money on their investment.
Avoiding PPC Campaign Failure
So, your marketing skills will gradually improve over time. While running a PPC campaign as a beginner might sound confusing at first, it’ll get easier. The more PPC campaigns you run, the more comfortable you’ll be with them as your average returns improve over time with more experience.