8 Common PPC Mistakes You Might Be Making
Launching a PPC campaign is a critical marketing step for every business, no matter how big or small it may be.
But there’s a world of difference between running a PPC campaign and running one well. There are plenty of mistakes to make if you don’t have the knowledge, training or experience to guide you in the right direction. Even minor errors can cost you money and prospects over time.
To help you get ahead, Reputation Mart’s experts explore the 8 common PPC mistakes you might be making below.
#1. A Disconnect Between Ads and Landing Pages
You’ve created an ad that packs a punch and makes prospects an offer they can’t refuse. Let’s say you promise customers a 50 percent discount on their first purchase with you, or claim you have hundreds of products on sale at a 70 percent reduction.
Both are pretty impressive deals, but you have to make sure to showcase these on your landing page. Any prospects who click on your ad and realize the deals they were promised are nowhere to be seen when they reach the page may feel cheated.
And you could lose them for good.
The lesson: always make sure your ads and landing pages are relevant to each other.
#2. Neglecting Your Ads
Daily monitoring is essential to maintain a successful PPC campaign. While it’s tempting to spend hours creating an irresistible ad and assuming you can just leave it for months without any further attention, that’s not the case at all.
Monitoring your PPC ads daily gives you valuable insights into their performance and reach. You could be completely unaware of important changes if you leave your ads to run on their own, such as a major reduction in clicks or increased traffic.
This is just one reason why trusting a professional PPC team to run your campaign is a smart choice, for businesses of all scales.
#3. Not Specific Enough with Keywords
Your keywords must be the best possible match for your products and services. Every ad you put out there to attract customers has to be accurate and tailored to your target audience.
If you use broad or inaccurate keywords, you could be throwing money away as prospects may not find what they’re looking for after clicking on your ad. You’ll still be charged but without securing any valuable customer engagement.
#4. Overlooking Negative Keywords
Staying on the subject of keywords, don’t make the mistake of ignoring or overlooking negative keywords.
These are a vital part of any successful PPC campaign: as the name suggests, negative keywords are those search terms you DON’T want to trigger your ads. Take advantage of negative keywords to save yourself from the risk of paying for clicks that go nowhere.
Coming up with a list of negative keywords takes a little extra time when launching a PPC campaign, but it’s well worth doing in the long run. You should keep adding to said list as you continue to find new search terms you want to avoid.
#5. Weak Ad Copy
The text in your ads has to be of the highest quality. The right words have the power to attract new visitors to your business and convert them into customers, even if bigger companies have ads close to your own on the SERPs.
But getting the copy in your ads right is easier said than done, unless you have strong writing skills and years of experience managing PPC campaigns. One effective way to find inspiration is to look at your competitors’ ads, especially those with the highest authority. What language do they use? How do they structure their headlines? What about their ad extensions?
Absorb what you see and read and use this to inform your own ad copy.
#6. Not Testing Variations
You should be testing multiple variations of ads at any one time. This is a fantastic way to determine which techniques work best and which should be dropped in the future, so you can keep getting maximum bang for your buck.
Experiment with different extensions, tones and approaches. Use a sale as the basis for one ad and brand new products for another. Try a mix of short and long-tail keywords. After a set period, check out the analytics to see which gained the most traction.
This process streamlines decision making in the future a little, as you know what works and what doesn’t.
#7. Not Paying Attention to Locations
The freedom to target specific areas with your ads is ideal for local businesses or those shipping to various locations.
But make sure your ads aren’t appearing for users in areas you don’t cater to, as you’ll end up paying for clicks that have no real chance of leading to conversions. Users will become frustrated when they browse your product catalog — and possibly try to place orders — only to discover they’re out of your range.
It’s possible to bid higher or lower based on target users’ location, which is (again) a major advantage for local businesses trying to attract nearby prospects.
#8. Not Tracking Conversions
Conversion Tracking is a terrific feature well worth taking advantage of. This does exactly what it appears to: tracking your conversions to ensure you know how effectively your ads are securing sales from newcomers.
Google’s tool shows what customers do after interacting with your ad. Perhaps they went on to buy one or more of your products. Maybe they registered for your newsletters, or downloaded that free eBook you offer.
Conversion Tracking reveals which keywords and ads make the biggest impact, and help you make effective bidding decisions for the best ROI.
Starting a PPC campaign for your business can be daunting if you’ve never done it before. But as long as you avoid these eight mistakes, you could go on to drive more traffic to your site, boost conversions and get a better return on your investment.
Reputation Mart’s expert team has the training, experience and tools to create a bespoke PPC campaign for your company. We’ll perform a free PPC Account Evaluationfor your Google Ads or Facebook Ads account, to reveal how you perform compared to your competitors.
Want to know more? Please don’t hesitate to get in touch!
7 Key Threats to Your Business’s Online Reputation
How much importance does the average consumer place on reviews? Do other people’s experiences with your brand affect their decision to part with their hard-earned cash?
The answer to both is a resounding yes.
Believe it or not, a staggering 84 percent of consumers trust online reviewsjust as much as a personal recommendation, and 90 percent read said reviews before even visiting a company (or its website).
If your reviews, feedback and testimonials across the web are negative, you can expect to see a real impact on your bottom line. That’s why managing your online reputation and being aware of the risks is so important.
Here are 7 key threats to your business’s online reputation and how to deal with them.
1. Bad reviews
As we mentioned in our intro, bad reviews have the power to influence a huge portion of consumers.
Failing to deliver the quality of customer experience people expect (or are willing to tolerate in exchange for good products or services) means you could end up amassing a large number of negative reviews — and alienate prospects before they’ve even had an opportunity to try your company for themselves.
Review sites and social media are breeding grounds for views with the power to damage your reputation. Monitoring them and responding to as many as you can is vital, but the best approach is to make it easier for people to leave good reviews instead.
This means evaluating those aspects of your company which appear in complaints again and again. Are your team’s responses too slow? Do you need to hire more agents to accommodate demand? What about trying to improve the quality of your products by switching manufacturers?
Take the time to consider common sources of dissatisfaction and address them ASAP.
2. Management Speaking their Mind
Keeping everyone within your business in check can be difficult, especially those on the top rungs of the ladder.
But it’s essential to avoid any outbursts or unintentional offense, as these can have a lasting impact on the paying public.
For example, American Apparel’s Dov Charney drew negative attention to the brand for some of his comments on delicate matters, Ryanair’s Michael O’Leary is known for his loose tongue and Abercrombie & Fitch’s Mike Jeffries famously sparked outrage with his views on the type of customers his company wanted to attract.
Your CEO and other high-ranking individuals must be responsible in their behavior: speaking without thinking can leave consumers unwilling to do business with you ever again.
3. Failing to Monitor your Reputation and Address Problems
It’s tempting to focus on running a business and ignoring what people have to say about it online. But this is a major mistake.
Consumers who see negative reviews or posts on social media without any response are likely to assume your company simply doesn’t care. They could see it as a sign of arrogance or an admission of guilt, neither of which does you any favors.
Make sure your online reputation is monitored and steps are taken to improve public perception of your business.
4. Passing the Buck
Never play the blame game in a crisis. Pointing the finger at a complaining customer or trying to throw a third-party under the proverbial bus will do more harm than good.
Businesses should always admit when they’ve made a mistake — either accidentally or by design — and apologize. Action may need to be taken to put things right and maintain your reputation. For example, freebies or discounts would be a fitting response in the case of massive shipping delays or failures.
Consumers value brand transparency more than ever today, especially on social media. Lying or trying to downplay a faux pas could do more harm than you realize.
5. Disgruntled Employees
Not all of your employees will love their job. Some of them may genuinely like it. Others may find it fine for the moment. But others could very well loathe it — and that might make them a threat.
Workers who have been treated poorly, fired without good reason or discriminated against could vent their frustration on social media. Within hours, thousands or even millions of people may discover your brand isn’t all it seems before you’re even aware.
The lesson? Make sure you have practises in place to ensure all employees feel valued, respected and well-compensated for their work. And an open-door policy can encourage them to speak up about problems well before they feel forced to go public.
6. Lack of Control on Social Media
Be careful which employees have access to your social media. One of the key dangers to your online reputation is a worker with bad intentions seizing control of your Facebook, Twitter or Instagram.
Perhaps they want to be fired. Maybe they want to sabotage your business for treating them badly. Or they could even create a post in good faith without realizing how offensive it could be.
Keep tight control of your social media accounts, and update logins regularly to reinforce their security.
7. Others Acting in your Name
Finally, make sure you own all websites related to your brand, products or services directly. If you fail to claim a domain for your company’s exact title, someone else could — and start causing trouble.
They could scam consumers out of money or post distasteful content and cause controversy to harm your reputation. Don’t make it easier for anyone to disrupt your company’s work: invest in the right domains as soon as you can, or approach the current owners to work out a deal. Otherwise, a large part of your online presence will be out of your control.
Failing to consider these 7 key threats to your business’s online reputation is dangerous. Every company, no matter how big or small, depends on a positive image to retain customers and attract new ones. Even global powerhouses can be dealt a serious blow if they overlook this.
Want to discover how our experts can help you build a better online reputation? Just get in touch today!
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