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5 Common PPC Mistakes to Avoid

Posted on: Aug 21, 2018 5 min read

For the ones that do not know, PPC advertising is one of the most effective and result driven marketing methods out there. For more on the advantages of using PPC marketing, please click “HERE”.

With PPC marketing, especially if you are new to this particular method, it is easy to make costly mistakes that will not bring much benefit to your business other than the learning curve from the mistake itself.

In this article, we will go over 5 of the most common PPC mistakes that businesses always do and how you can avoid them.

1. Using Broad Match keywords:

When you get into setting up your PPC campaign, it is important to be aware of the different match types that are available. There are 4 main types that you can choose from:

  • Broad match.
  • Exact match.
  • Broad match modified.
  • Phrase match.

Basically, if you are bad with broad matching, you are giving Google the freedom when it comes to advert matching. This could very easily result in untargeted traffic that will most likely not be efficient. This will result in irrelevant traffic which inevitably leaves your site as soon as they realise it is not what they are looking for which will cost your business money and will bring down your conversion rates.

2. Being Number One:

There isn’t a business under the sun that doesn’t want to be number one on Google. Is that the best strategy though? Being number one will, without a doubt, bring you a lot of great traffic but it will not be cheap. You can often achieve a similar effect by being further down the list at a much lower price per click which will ultimately result in a more profitable overall campaign.

3. Not using conversion tracking:

We no longer live in the era of TV advertising where it was impossible to measure the effectivity of a certain advert once the ad aired. In 2018, and marketing on the internet, however, you can track sales, leads and all sorts of minor data that will help your business determine what works and what doesn’t. At the end of the day, if you don’t have your conversion tracker set up with your AdWords account, it will become impossible for you to judge on what words work and what don’t. It is very basic to set-up. Just go on Google and search for “AdWords setup guide”.

4. Not utilising your brand name:

Using your brand name out there, with your PPC advertising will help you a lot. It doesn’t matter whether you are a new business or a big and well-known corporation. Showing off your brand name and sticking by it will bring confidence into what you provide. At the end of the day, if you don’t believe in your brand, why should people spend money on it?

We are fully aware that it would make sense for companies like Apple to use it at all times because they sell predominantly on brand, not product, but don’t get discouraged. We strongly believe that even new start-ups should use their brand names too.

5. Not having a good landing page:

Once you have structured your PPC strategy and the entire copy is ready for deployment, you need to remember that where your desired traffic goes, it will have to be convertible and easy to navigate environment. Yes, we are talking about your landing page. There is nothing worse than having genuine and targeted traffic go to a landing page and be put off it straight away and bounce. That is the marketer’s nightmare.

Here are a few tips on having a great landing page.

  • Loads fast for both mobile & desktop.
  • Simple and clean.
  • Aesthetically appealing (don’t use a lot of different colours or text fonts).
  • Easy to navigate.
  • Brings the value that you promised in the advert.

If you need help with setting up your PPC advertising, please Contact with our DubSEO PPC Expert or email us at hello@dubseo.co.uk


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