Scary PPC Mistakes Your Business Could Be Making
It’s that time of year for businesses to get creative and use the Halloween season as a marketing strategy to push sales and engage with their audiences through twisted puns, creative content and offers to be made, but as we know Halloween season isn’t the only time we think about our marketing strategies, as a business.
PPC campaigns can be one of the fastest ways to generate conversions and create sales for your business. However, PPC campaigns aren’t necessarily easy to get right, but when they are, they become rewarding and you will see the benefits from this including, building your customers trust, boost visibility, accelerate your online impact and most importantly, creatimg your business profitable income.
Scary facts about the mistakes your marketing team could be making on PPC campaigns
PPC campaigns can be one of the fastest ways to generate conversions and create sales for your business. However, PPC campaigns aren’t necessarily easy to get right, but when they are, they become rewarding and create profitable return.
A common pitfall that we see when auditing PPC campaigns is the reliance on top level data. Specifically, when look at CPL (cost per lead), a lot of weight can be put on this when guiding where your money should go, however this isn’t always a reflection of the quality of those leads. CPL is certainly a good indicator of performance and shouldn’t be ignored, however feedback of the quality of those leads should be an important consideration into the structure of your campaigns. There is no use in putting 70% of your budget into the campaigns that drive a higher volumes and lower CPL, if your sales people can’t close a sale on them because you’re out of their price range, for example. Work with your sales teams; find out from them the quality of the leads and work with real world data in order to inform and refine your campaigns. This can be where a strong CRM can pay off in dividends as you can track a lead through the entire customer life cycle, giving you pinpoint accuracy on your ROI. What you may find is your keywords with the highest CPL, could be your biggest revenue drivers.
Another error that we see companies do while setting up and launching their PPC campaigns is not bidding on their own brands keywords. The probability of someone searching for your brands keywords is an audience ready to convert or someone that has a high intent to as they are already acquainted with your company through word of mouth, researched you in the past or a returning customer. While we’re all on the hunt for keywords with a high volume of searches, we can’t ignore the level of competition that comes with it. A keyword with a high volume of searches will naturally draw you in, but if the competition is high and you’re working off a lower ad budget, this is where you could hit a wall and throw away your budget in a short amount of time, while not being able to reach your potential audience and accomplish your end goal. Even when your business is working with a large budget, you shouldn’t necessarily aim for the highest search keywords, this may position you to the top of the search engines which is a great success, however this may generate your business more click throughs, but doesn’t necessarily gain your brand more conversions, equalling to a larger CPC and no ROI. However, unless the keywords are completely relevant to your business or your end goal is to create brand awareness, this would then be the definite route to go down. The higher the competition the more you will be spending, the key is to look for a high volume of searches, but low competition, especially when working with a small budget, not forgetting to bid for those all-important branded keywords.
Negligence costs conversions – Don’t fall into the trap of setting up your PPC campaigns and leaving them to fend for themselves, this will not only cost you conversions, but ROI and profit too. A strong PPC campaign is built from a coherent network of ad copy, landing pages and tracking opportunities, to name but a few. It’s important to provide aftercare for your campaigns by monitoring them daily looking out for lower CTRs, unforeseen increases in clicks, search terms that appear to be irrelevant and CPC values - any tell tale signs that could be indicating that things are going wrong. Any proactive marketing team should be sure to make strategic optimisations to not only accelerate from positive performance, but to rebound from negative results within their ads performance by monitoring the KPIs and metrics that affect both account health and cost efficiency.
Whether it may be increasing customer loyalty, click throughs, being on top of Google rankings or wanting to see a real ROI through your business. We can help cook up a potion that works for your business requirements. No Tricks involved, just Treats!