Pay-per-click, or PPC, advertising can be a huge boost for your business, but it can also be a huge waste of money if you make some of the most common mistakes. Your ads should be enticing and direct targeted traffic to your landing page or website. Ultimately, you want those who would be prospective customers for your business to “click” on your ads. Whether you’ve never implemented an Adwords campaign before or have not had much success in the past, here are a few of the mistakes you want to avoid.
Poor targeting of your ads. Does your product/service apply globally, or to a specific geographic area? Basically, you need to know which option is best in your own situation. While the default option is the one most commonly used, it is also the most misunderstood. Be aware of the options, and also that you have a choice of excluding certain locations in your target settings. The more specific to your target audience and locale, the better.
Bidding the same on display and search networks. Those viewing an ad after performing a targeted search are much more likely to buy than someone who sees an ad on a display partner, so consider this before placing your bids.
Linking your ad to the home page of your website. Unless this page is a landing page that entices those clicking through to take action, don’t assume you must link to your front page in your ad. By linking to your landing page for the product the ad is targeting, you have the ability to bring potential customers through a buying funnel; those who are already prepared to buy can simply click “buy now” without further search or action.
Timing your ads. There are certain times of the day and days of the week when individuals are more likely to buy than others. Much of this information can be found in Google Analytics, but you can also find the data in the Adwords Dimensions panel. Knowing when is the best time to show your ads makes for a better return on your Adwords investment.
Useless clicks due to negative keywords. Most people know to choose the keywords they want people to find their ads with, but also consider those that you don’t want your ad displayed for. For instance, if your ad is targeted to auto sales, you would not want it shown for auto repair. It’s a wasteful use of your advertising budget.
These are just a few of the many mistakes companies make when setting up Adwords campaigns. Give your ads careful thought and consideration, then analyze the results so you can make adjustments if necessary.Google+