By Monte Brackett
If you are implementing your own PPC campaigns, here are some common pitfalls to avoid that could potentially be costing you money and time.
- Improperly setting up your PPC campaign initially - set up can be very time costly for a business. Setting up your account and your campaigns will be the first thing required to begin your PPC campaign and if it is not set up right it will be problematic throughout the campaign. You need to test, track and modify your ads during the set up and properly create your ads that convey the proper messaging within very limited spacing.
- Not installing specific coding on your website will not provide you with analytics tracking. Analytic tracking will allow you to track your results and researching which keywords will be successful.
- Poor ad writing – believe it or not, writing an ad for a limited space is very difficult. And writing an ad that people will respond to in that limited space is even more challenging. We recommend testing phrases and words repeatedly and compare them not just by day and daypart to see which combination works for your product or service.
- Having employees running your PPC campaign that do not have PPC experience – I have encountered a number of problems regarding lost data, poorly set up accounts and inaccurate account linking that became a time nightmare unraveling. If an employee is doing this for your company, make sure you have access to the accounts and make sure they know what they are doing. You don’t want an employee learning how to do PPC with your company.
- Having Low Quality Scores – affect your ad ranking which then affects your click through rate and your conversions are much lower. As these things are happening, you must pay higher PPC costs for your ads with lower quality scores. Improving your quality scores is a tedious and laborious process that takes time and your ad copy is critical to the success of your campaign. Your ad copy is also the key to getting a higher quality score.
- Having Low Click Through Rates – will translate into low or no traffic and no revenue. Having a return on any investment is very important and you don’t want to waste thousands of dollars in your marketing just to try something cool. Your targeted will drive people to your website and increase leads and/or increase revenues for e-commerce sites if the campaigns are properly created. There are various ways you can choose to utilize your keyword phrases and this will be important in getting your click through rates at a higher level. Knowing how people will search for your products and services will be a critical element to improving your PPC campaigns.
There are best practices for the industry and if you follow the best practices, you will have more efficiency and gain more business when using PPC ads as part of your overall marketing campaign. It is certainly worth the money to hire a professional marketing company to manage your PPC campaign because the value and time you gain from efficient campaigns is greater than the expense for the management fee. Plus you avoid the risks of loss data, tangled accounts or lost ad dollars as well as having access to the correct analytics data.
Princeton Marketing will provide you a very high value and bring you more business so you know what is working by creating and reviewing your analytics’ reports each month. Call Princeton Marketing for more information about efficient and effective ppc and seo marketing.
