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 Specific 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 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 mean 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.