A pay-per-click (PPC) campaign can take your marketing to the next level. You can run PPC campaigns on social media networks like Facebook or on search engines like Google. Even some popular websites offer the ability for you to place PPC ads on them. But, if you want to be successful then you must try to avoid these mistakes.
Not Having a Goal
Your first job when you want to run a PPC campaign is to understand your goal. Each marketing campaign that you conduct will have a different goal. Some are to bring traffic, some are to spread brand awareness, some are to build your email list – but whatever your goal, know in advance what it is.
Not Making a Special Campaign for Each Channel
Don’t recycle an old PPC campaign to another network. Each network is unique and should be treated as such. The mood, the size of the images, the guidelines for the type of ad that will be approved, are very different between networks.
Not Niching Down Your Offerings
When you run any type of PPC campaign, it’s important to have only one CTA. Know exactly what you’re offering and to whom, and convey that in the imagery and/or copy of your advertisement.
Not Having a Clear CTA
Your call to action must be noticeable and clear. You want it to denote an action that gives a clearly defined benefit to the person viewing the advertisement. If it’s not clear, people will not click.
Not Using an Appropriate Picture
Don’t just use any picture; be sure to use the right image for the right advertisement. You want your PPC campaign to speak to your audience using images that they understand and that means something to them.
Not Considering the Headline
Your headlines when creating a PPC campaign are critical to the success of the ad. The reason is you have very little space when it comes to PPC campaigns and you want every word to mean something and add value.
Not Targeting Narrowly Enough
Many people run ads and think they want to cast a wide net, but this can be far more expensive and lower your conversion rates. You want only people who really need, want and desire your offering to click through.
Not Setting a Budget
You need to know what you plan to spend before even getting started. Most platforms allow you to set your budget on a daily basis, or even a total allotment for the entire campaign. By setting the budget you’ll end up saving money in the long run.
If you avoid these common PPC campaign mistakes, you’ll be a lot more successful with all your PPC campaigns. Avoiding mistakes in all aspects is not possible, but avoiding common mistakes is. There is no reason to reinvent the wheel when it comes to marketing. People with deep pockets have already done the work for you; all you have to do is set up a campaign for success by learning from others.