Pay-per-click advertising, if done correctly, may be a powerful tool for increasing visitors to your website and generating new sales leads. Companies may get one-on-one support in setting up campaigns from Google via classes, tutorials, and even one-on-one conversations. The reality is that there is still a lot of opportunity for miscalculation. Many firms are spending a lot of money on PPC campaigns, but they aren't getting the expected return on investment.
Is your PPC campaign a waste of money?
Your PPC campaigns are undoubtedly costly, and you don't even realize it. You may still save money and open up new options by noting these mistakes.
Why Are You Wasting Money on PPC?
1. Sending visitors to your homepage
When an expert takes over a client's account, this is frequently the first issue they address. Companies need to know precisely what they want visitors to do after clicking on an ad and then drive them to that route. There are too many areas for visitors to click on the homepage.
Using PPC ad groups to target customers based on product or service should be done in such a way as to segregate their activity on a landing page. Advertising for "creating a LEGO house" necessitates a website dedicated to helping people do exactly that—construct a LEGO mansion.
2. You've neglected account maintenance.
Neither Google AdWords nor Bing Ads are set-and-forget advertising systems. In the world of internet search, things change quickly. Keeping an eye on your PPC may save you money in the long run; if you don't, you may be overspending.
Keep an eye on your bank account periodically. Depending on your sector, funding, and special requirements, you may or may not need to do this regularly. Two times each month is adequate for some firms. A daily dose may be required for certain people.
You can hire an agency to plan your PPC objectives and establish the metrics you'll use to track their progress. Use monthly reports to keep tabs on essential metrics, including conversion rates, cost per click, acquisition, and overall budget. With the account's advancement in mind, this will assist you in maintaining your routine maintenance tasks. To find such an agency with the experience you need, just search online for an “SEO agency near me.”
3. You've never done A/B testing
A/B testing should be a regular part of your account management. Your knowledge of the audience's habits, preferences, and expectations will be enhanced. It is best to conduct the A/B test until you have enough data to make an educated conclusion.
Ad Headlines, Keyword Match Types, Ad Copy, Calls to Action, Destination URLs, and Display URLs are all things to test in PPC.
Keep track of each A/B test result and evaluate the data. Keep track of everything you learn and build on it for future improvement.
4. You're leaving keywords on Broad Match
For certain firms, full disclosure and broad matching may be suitable. However, other matchmaking options are usually more successful. As a general rule, broad match keywords generate more traffic and impressions. On the other hand, broad match keywords allow untargeted clicks that cost you money.
Learn about keyword matching possibilities, test which one works best in your account, and watch your search queries. With this analysis, you'll know which search terms triggered your advertising, which keywords you should bid on, which negative keywords you might consider adding, and which match type is best for your organization.
5. You're following all of AdWords' recommendations
You've got to hand it to Google: they know their stuff. However, the great bulk of Google's insights and suggestions are generated by algorithms. AdWords could suggest that you bid on "Birthday Party Decorations" or "Birthday Party Buses" if you're in the "Birthday Parties" industry. However, your organization does not operate in this manner. This is a common occurrence.
In addition, keep in mind that Google's primary goal is to create money. If you're bidding on phrases unrelated to your business, it doesn't harm Google's image. In addition, it aids in their financial success.
Everything the PPC platform recommends can be accepted with one click. This wastefully spends your ad budget. If you're unsure if the suggestions are correct for your efforts, hire an SEO agency. You can find the best agencies for your PPC campaigns by searching on Google for an “SEO company near me.”
6. You don't know what competitors are doing.
On the other hand, your competition greatly influences the amount you pay for each click. The AdWords Ad Preview and Diagnosis tool is a fantastic starting point. Do some research on the keywords for which you're planning to place a bid, and then see who else is bidding on those exact keywords.
Make sure you don't use Google to find out what your rivals are up to! This will bias your ad statistics and cost you more money in the long run.
There are a host of tools available to assist you in seeing how much your rivals are spending and what keywords they're bidding on. Take a look at what's out there and see which one is best for your organization.
8. You don't have geo-targeting set up
As a multinational company, you may not need geo-targeting since your products are sold all over the globe. A geo-targeted PPC campaign guarantees that your money is being spent in the right places.
It is possible to control where advertising appears if the bids are the same for each area. For example, if a city performs better for the firm, a bid adjustment might be programmed to increase the bid for each term.
Conclusion
Ad expenses may be considerably reduced if your PPC campaigns are correctly set up and all the settings are specified correctly. As long as you stick to the best practices, your commercials may outperform your competitors, although their budgets may be considerably larger. Remember that you can always search online for “local SEO agencies near me” to find an expert that can help you set up your ads campaign.
