Digital marketing is one of the best ways to reach your consumer, no matter where they are. You can choose between organic and paid marketing plans to promote your business. These two vary in their costs as well as returns on investment. The main difference between the two, however, is the time they take to show the results. Organic SEO, as compared to the most popular paid advertising format PPC , takes longer to show results.
While using PPC metrics advertising to get quicker results, it is possible to make certain avoidable mistakes. You could miss out on some important details that could lead to a loss in investment or maybe end up targeting the wrong consumers. With someone with knowledge of the field, like a PPC company, to guide you, these mistakes can be avoided. The following list of things to remember when planning your campaign will also help.
Must-Dos of PPC Advertising
- Extensive Keyword Research – This is important to get effective results. Usage of the wrong keywords will fail to deliver the right traffic
- Design Your Ad Appropriately – Make sure you are addressing the right audience through your ad. Take care to use the right keywords and the right tone to attract those who are really interested.
- Have a Professional Website – The landing page for your link must be relevant for the user. Additionally, it should be attractive and engaging enough to encourage the user to spend time there.
- Get an Understanding of the Technical Aspects – You must be aware of what you pay for every click and every keyword and its fit with your budget. You should also know the CPC for your competitor, the popularity of the chosen phrases and the quality score. With this information on hand, you can make adjustments to your plans for better effectiveness.
- Track Your Conversions – This will be useful for you to assess whether your campaign is having a positive impact. You can also calculate your ROI and evaluate what in your campaign is providing the best results.
- Re-Target Your Consumers – Some consumers may just visit your page through your ad and do nothing more. Retargeting such consumers with better ads could help in converting them.
Strict Don’ts of PPC Advertising
- Don’t Ignore Negative Keywords – Though negative, they can help you get a response from a segment of users who may not show interest otherwise
- Don’t Select High Volume Keywords – These may seem popular, but they are equally difficult to target. You would be wasting a lot of your budget trying to fight the competition. Instead, focus on selecting relevant keywords in consultation with your SEO agency. You must also avoid using generic keywords. You will not get useful traffic from them.
- Don’t Attract Random Traffic – Try to address only those who you feel are likely to convert. Addressing a large segment of the universe will bring many visitors but conversion ratio may not be much. Moreover, you will pay for every visitor that comes through clicking on your ad and is not the kind of consumer you are looking for.
- Don’t Focus on Home Page Alone – While it is the most important page of your website, it might be a good idea to divert the users to a page where they are more likely to get direct information and feel compelled to take the desired action such as finishing a purchase, sharing contact information or subscribing to a service.
- Don’t Underrate Your Competition – Just as you are trying to reach your consumers, they are too. Rather than being competitive and trying to outdo others, it is better to focus on creating good ads and providing a great user experience for your consumer.
It is easy to go wrong when you don’t know what the pitfalls of a certain action are, but when you take an informed decision, you are more likely to be right.