It’s no surprise if you have experienced this at least a few times when searching the web. From a marketing standpoint this is a huge problem for many companies. You want to create a campaign that gets noticed by its intended audience, right?
Designing a well thought out Google AdWords campaign will not only attract and drive targeted traffic to your website, but it will save you money, and allow you to have better control over your advertising message. To do so, make sure you don’t make these five mistakes when constructing a Google PPC campaign:
1) Not using the right choice of keywords:
Using broad keywords
The keywords you chose are vital to your PPC campaign, they should be broad enough to bring the right amount of traffic to your website while not limiting the search pool. This will allow for quality clicks and ensure that people that are interested in your advertisement view it. By putting unnecessary words on your list it will drive up cost per click and hurt your ROI in the long run. Although it is tempting to use “broad” match for each keyword, try to use “phrase” or “exact” match type instead. This will make the your ads more relevant and gain views from those that want to see ads associated with those keywords.
2) Having generic or irrelevant landing pages:
When creating any PPC digital marketing campaign, relevancy is critical when it comes to your landing pages. Consumers want to be led in the direction of their goal while finding it easy to locate what they are searching for. Otherwise they may go back to the original search result list of websites. Consumers will more easily conenct with your content if you are using landing pages that match the keywords of your ads. Linking the content in your ad to a relevant landing page can improve your quality score or in other words the ranking of your ad in the search engine results. This is important because having a higher quality score can mean paying less for each click received. The amount of conversions will also increase with a more relevant landing page.
3) Missing a call-to-action:
Including a compelling call-to-action (CTA) is essential for your PPC campaigns. An effective CTA, will make the difference whether a consumer makes a purchase or simply browses your products. CTAs such as ‘view more’ or ‘browse now’ are great for boosting consumer engagement, but if you want to encourage a consumer to make a purchase then use a term like ‘buy now’ or ‘shop now’. It’s important to use relevant language that drives towards the specific goals of your organization.
4) Not testing or measuring the effectiveness of an advertisement:
What is the point of a campaign without looking at the outcome? In order for a campaign to improve, PPC marketers should continuously monitor their campaigns. Frequently, marketers will fail to update their ads or change the elements within it (targeting, images, language, call to action, links, landing pages). This can adversely affect the user experience and the click-through-rate. It’s important to test different elements of a campaign such as the headline, description, and display URLs. Changing these elements can optimize traffic and boost conversions. By tracking your campaigns over a two to three month period, you have ample time to check performance and gather reliable results to leverage for future campaigns.
5) Not having a post-click engagement strategy in place:
Adding post-click engagement strategy to your Google Adwords PPC campaigns will allow you to boost the amount of time consumers spend with your content. By not having one, you are essentially losing out on interacting with or converting consumers who have already demonstrated intent by clicking on your ads.
With only 130 characters of text in your Google PPC ad, adding a post-click engagement experience to your landing page is the best opportunity to interact with someone who has already shown intent. A personalized, interactive, rewarding post-click experiences entices consumers to learn more and spend a longer time engaging with your products or offerings.
Jebbit’s post-click engagement solution is changing how brands interact with consumers online by overlaying a landing page or website with a series of questions and answers that encourage consumers to interact with the brand’s content and receive a reward such as a percentage off or a chance to win. The results are increased time of engagement, social media interactions and customer’s acquired. Across our digital marketing campaigns, post-click engagement has decreased bounce rates by 23%, increased engagement times by 2:12 and lifted conversions by 31%.