6 Common PPC Mistakes to Avoid

Pay-per-click (PPC) advertising lets you feature your ad on search engines such as Google, making your ad extremely visible to people searching for your products and services. While PPC is an efficient and effective way to advertise, it can become expensive if the wrong people are clicking on your ads. In this article, you’ll learn how these ads work and some of the common mistakes people make in their campaigns.

How does PPC work?
In a PPC campaign, you create ads that are displayed on the Search Engine Results Pages (SERP) of Google and other search engines and you pay only when people click on your ads. If you run a PPC ad for your cake and pastry shop in Halifax and someone searches for those keywords (cake, pastry, shop, Halifax) on Google, your ad will appear at the top—above the organic (unpaid) results.
Pay-per-click ads are sold in an auction, so you decide what it’s worth to you to get someone to come to your website. Then you bid an amount for a specific search term, and that amount is what you will pay when people click on your link.

What are the common mistakes?
Below are some common mistakes people make with their PPC campaigns. Avoid these mistakes to drive quality traffic to your site instead.

1. Fighting for the #1 spot
Trying to be number one on any search engine isn’t always the best strategy. Sure, it’ll increase the percentage of people that click on your ad, but those people won’t necessarily be potential customers. Instead, reduce your bids to be placed as number three, four or five, to help you save costs and be more efficient.

2. Not having a relevant landing page for your ad
When people click on your ad, they need to see the same copy on the page the ad links to. Build a separate landing page specific to each ad you create. If your visitor has to navigate around your site from your homepage to find what they’re looking for, they may get frustrated and leave.

3. Not using geographic targeting
This feature allows you to target your ads to users in your area, helping you to avoid wasted spend. It’s particularly important for local businesses, because you will only target the locations that offer maximum ROI.

4. Targeting too broadly
Broad match keywords are important for any PPC campaign, but be careful not to reach too far. If you sell women’s red shoes and only women’s red shoes, bidding on broad keywords like shoes or boots would be pointless. Make sure your keywords are relevant to your business and accurately reflect what you sell.

5. Missing calls to action
Every ad should include a clear call to action—like “Buy Now”—encouraging users to complete the action you want them to take. Don’t underestimate the power of your CTA— the right one could mean the difference between browsing and buying.

6. Sending the wrong message
Always include keywords in ad copy. Not only will your ad be more relevant, but the keywords will be bolded for more appeal.

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