PPC or pay-per-click is one of the quickest and most effective marketing strategies to drive traffic and leads. If implemented correctly, PPC promises to deliver positive results. It has the potential to bring about huge profits and clients to the business. PPC works well if it is managed properly otherwise, it can burden you and your business. PPC agency Dubai is the leader in providing their clients with top-notch PPC campaigns that are sure to bring profitable results.
There are some common PPC mistakes that you need to avoid to accomplish profitable outcomes:
1. Campaign without Goals
Carefully defining goals before you start the campaign is really important. If you do not have predefined goals, you will be lost in the crowd of unnecessary traffic and miss the target. There may be several services or products that your business is offering, you need to make sure which product or service you want to focus on.
The end goal should not just be to generate leads and bring more profits to your business. Instead, it should focus on a goal that goes deeper than that. Profits and leads are reasonable goals and you are right to focus on them. But emphasizing solely on them will get you nowhere. Try to focus on a specific goal first that will eventually lead you there.
Below mentioned are some goals that are almost the same in all PPC campaigns:
- Generate more leads
- Increase conversion rate
- Bring more profitable clients
- Sell more
Although these are relevant and achievable goals, they are harder to achieve because they are very broad in their approach. In comparison to this, if you focus on specific, smart goals before them, they will be easier to achieve. Also, they will contribute to achieving your end goal which is to bring more business and generate leads.
Before starting a PPC campaign, you should ask the following questions:
- Who is your target audience?
- What kind of leads are you hoping to get?
- Which particular service or product are you advertising?
- Which keywords is your target audience most likely to search?
If you make your PPC campaign surrounding these questions, you are more presumably to succeed in getting positive results.
2. Wrong use of Match Types
While running a PPC campaign, you should be attentive to the correct use of match keywords. There are top three options that you can choose from while using keywords:
This displays your ad when the search results for queries are more or less related to your keywords but do not necessarily contain the same keyword. The focus here is to make sure that the syntax is correct.
For Example: if your keyword is “woolen hat”, your ad can show up in searches for winter hats or best hats for winter and warm hats, etc.
Since this is a broad keyword, it reaches a wide range of audience. The traffic is enormous but the visitors can be unrefined because they are maybe searching for keywords that are somewhat related to your keyword but not an exact match. But, to ensure that the oncoming traffic is relevant, Google considers the information of the users’ search patterns and other data.
It includes variations of the broad match but it provides more control. Your ad will appear if a user uses the exact keywords that you used. But there is a twist here and that is there can be some other words before or after your keywords that can be in the queries. The focus here is to create syntax with quotes around your target word like, “keyword”.
For Example: if your keyword is “woolen hat”, your ad can show up in searches for a woolen hat, woolen hats, or red woolen hat, etc.
If you use phrase matches for your PPC campaign, they will benefit you as they reach a smaller and more specific target audience that searched for your exact keyword.
This approach shows your ads when a user types in your exact keywords. This is the most restrictive and focused keyword approach. This is the reason that it is used heavily since it brings good results.
For Example: if your keyword is “woolen hat”, your ad will only show up in queries where a user is searching for “woolen hat” exactly. The syntax matters here a lot. If the sequence of words is fumbled and not in the exact pattern, it will not show your ad.
The exact match promises that you will get a specific and refined target audience, so even though it reaches a small crowd the traffic will be extremely relevant.
3. Below-Average Website
While you are focused on using the correct keywords and making a good ad campaign, do not forget that your website needs to be up to the mark since that is the place where your visitors will end up.
The look, functionality, and speed of the website matter a lot. A site that loads slowly will immediately irritate the visitors and they will leave it. If you are investing money to bring leads and visitors to your website, you need to make sure that your website is good enough to make them stay otherwise what is the point?
Update your website for optimization and speed, and use attractive designs and layouts to appeal to the eyes of the target audience.
4. Looking for Shortcuts
Since PPC is extremely famous for bringing profitable results, many people and businesses mistake it as a shortcut to success. A PPC campaign takes time to show results. It requires a lot of time, research, and effort. You need to experiment with several techniques and approaches to figure out what works best for you and your business.
If you choose PPC Dubai, they carefully make and implement PPC campaigns according to the kind of business to drive better results.
There is a very common mistake in PPC campaigns where people quit early if they do not see positive results. You need to give your PPC campaign some time to grow and show results. With time, your PPC campaign will eventually show results.
5. Not Tracking Returns
The tracking of results is as important as implementing the strategy. If you do not keep account of the returns of your PPC campaign, you would not be able to know if it yielded profitable results or not. Many digital marketers make the mistake of not following the performances of the PPC campaigns and as a result, they fail to measure their success or failure.
There are three ways to measure the success of a PPC campaign:
Profit Per Click: this includes the action taken by a user after interacting with your ad. The action of the user can be participating in a poll or survey, downloading an app, purchasing a product, etc.
Return on Investment: it includes the ratio of the cost invested in a particular campaign and the profit generated by it. Through this, you can calculate the profit you made from the campaign after subtracting all the expenses incurred.
Return on Ad Spend: this is the revenue earned for every dollar you spent on advertising.
When you start your PPC campaign, you must keep an account of all returns so that you can evaluate the performance of your business before and after. Failing to do so is the reason why many PPC campaigns fail. Businesses keep investing money but do not monitor the performance of the campaign.
PPC services Dubai include several options for PPC campaigns according to the type of business. It also follows through the campaigns to measure the success and make any necessary changes.