Pay-per-click marketing has changed a lot since Google first introduced AdWords (now Google Ads) in 2000. Many advertisers and business owners have generated a solid amount of revenue for themselves by using Google Ads and considering PPC software as a significant part of their advertising efforts.
But there are some common mistakes that are made by many businesses time and again.
Yet, for most of these, there are easy fixes that deliver results quickly and cost-effectively.
In this blog, we have looked at the four most common mistakes, looking at what they mean and the impact they can have on your strategy.
The first mistake is the excessive use of keywords. This can make the account very messy and difficult to manage. Most of the time, many keywords are dead and have not generated an impression within the last six months. This can impact the account by lowering the quality score, resulting in worse positions and higher bids.
Another issue is with the substantial number of keywords is that there will be keywords with very poor performance – mainly low CTRs. Google looks at the CTR to determine the quality score of your ad group and other keywords within it, which will also result in poor quality scores. The quality score is very crucial for operating a successful PPC account.
Not Tracking Goals:
The only way to accurately analyze your campaign performance is to make sure you can track everything. This means tracking the phone calls that are coming to your store or business and the form submissions that are coming through the website. Don’t forget to track store visits and offline leads as well.
Some people only track impressions and clicks to their site, but without tracking conversions, you won’t be able to accurately assess or manage your campaign. You need to know exactly who is contacting your business and where they came from. If you are not doing this, then you won’t be able to declare your campaign a success or failure.
Misuse of Automation:
Not having an in-depth knowledge of how to bid strategies work is another common PPC mistake, although this is easy to fall into due to Google’s lack of visibility and constantly changing their processes.
Bid strategies can be a very powerful tool if used correctly. The first mistake is a client not grouping their campaigns properly when applying bid strategies. For example, there is a big difference between a brand campaign and a generic campaign, so you need to group them separately. It’s best to group them by performance, or goal. It’s also possible to make the reverse mistake by applying strategies to campaigns that do not have enough data.
Another automation error is inaccurate or unachievable targets. If you’re unrealistic in setting goals, the performance will be very poor.
Account structure is another major influence on performance. A good structure is often taken for granted, yet a poor structure can decrease the amount of data and quality scores of your keywords. A common error is mixing keyword match types in the same ad group and campaign, which can make it unpleasant to manage and difficult to optimize.
PPC tools play a vital role in the proper performance of your software as well. If you are experiencing a plateau in performance, an account audit is worth doing and should be performed on a regular basis. Small changes such as removing dead keywords, pausing underperforming keywords, and adjusting the settings of smart bidding strategies are simple, cost-effective and can boost account performance in a short time scale.