3 Common Pay-Per-Click Advertising Mistakes to Avoid For a Better Strategy
In this digitally-oriented landscape, businesses left and right needs to create a marketing strategy with a wide arsenal to cover different aspects – from brand awareness, generating traffic, and more. Pay-per-click (PPC) advertising is one of the most popular forms of digital marketing as it offers one of the quickest ways to attract potential audiences to your website.
It is also easy to keep track of and measure, especially since the whole concept is relatively simple. For one, you can leverage tools like Google Adwords, Yahoo Search Marketing, and other tactics to display ads in search result pages.
If one of your target audiences clicks the ad from the sponsored results section, it will direct them to your site, while you pay a fee for every click. While PPC advertising is one of the easiest forms of digital advertising, this also means it has a bigger margin of error.
After all, a click will not guarantee you a customer, so consider the following mistakes to avoid below:
Mistake #1: Linking Keywords to Your Website’s Home Page
If you grabbed the attention of an interested or curious customer using a specific keyword, then the best way to spark action that will convert them into buyers is to minimize any distractions that can wane their interests.
For instance, if your keyword is “Nikon D90 Digital Camera,” then the wisest choice is to add a link that directly brings customers into the product page. However, linking your home page will only frustrate an engaged, targeted visitor as it forces them to navigate your site and look for the product that they already clicked.
Ensuring that you bring your interested customers a step closer to completing their purchase using your PPC is the goal.
Mistake #2: Ignoring Ad Extensions
There are various forms of ad extensions, but the most critical ones include call extensions, site link extensions, and callout extensions as it can suit different forms of product or services. These additional texts to your ad can do wonders in helping your campaign stand out in saturated search results, which increases your chances of boosting your click-throughs.
Just be sure to place your ad extensions in its appropriate section, whether it serves an account level, campaign level, or ad group level.
Mistake #3: Not Using Geographic Targeting
It’s easy to believe that the wider your reach with keywords, the more chances of attracting customers. Depending on the products you sell or service, this may do more harm than good since it doesn’t accumulate potential customers that actually have access to your business.
Geographic targeting, on the other hand, allows you to attract customers within your region, allowing you to tap the right customers and save money on empty clicks.
There are more tips and tricks that can help you improve your pay-per-click advertising, but the ones above are some of the common errors that have the most impact on your performance.
If you are looking for a digital marketing agency that focuses on pay-per-click advertising in Toronto. We are your best option! Get in touch with us today for a free consultation and see how we can help.