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What Not To Do in PPC, Part II

Antonella Saravia

5 years ago



As we mentioned in our previous post, keeping up with PPC strategies is difficult. We’ve rounded up the common mishaps to help marketers battle misconceptions and poor performance. 

If you’ve come across this post without having reviewed the first set in the series, please be sure to review What Not To Do in PPC Part I. 

Investing Without a Strategy

Like all tasks in life, it’s imperative to have a goal in mind in order to structure your campaigns accordingly. What does it mean to “perform well”? Over the years, common PPC goals we’ve seen include:

  • Generate revenue
  • In-store visits
  • Brand awareness
  • Lead Generation

Knowing which goal is most important to you will help you identify where you allocate your budget and plan next steps as data comes in.

Bundle Up Devices

It will always be important to separate your mobile campaigns from your computer traffic. As mobile search increases you will want to monitor and adjust that separately from your web campaigns. That way you can make changes to the devices that you are targeting and the results that each are providing. 

Call-Only Ad

ETA for Search Network

Forget To Tell Users What To Do

A CTA or call to action is a ‘command’ phrase that tell uses what action to take. 

We’re all very aware that users are overwhelmed with content so, how and why are these small phrases so important? 

One of the reasons that it is so effective is because it motivates and simplifies the steps that they have to take once they’ve come into contact with your product or service. If they are going through any doubts a great call to action might make them feel like it’s a simple resolve.

Moreover, CTAs have become an industry standard because consumers expect them at the end of a page, pitch, or ad. Have you ever read an ad and thought “Now what do I do?” It’s quite satisfying to have that thought and have the marketer provides the answer to that. Omitting them altogether or not putting much thought into it can create confusion in the user’s experience. 

Stop Monitoring

Ala! You’ve managed some witchery and put together well performing campaigns. You’re ready to sit back and relax, right? 

Nope. As we mentioned in our previous post, the PPC industry is in constant evolution which means that campaign management is too. To stop monitoring your campaigns is not something that you have the luxury of doing. This is another reason why many hire PPC agencies. It’s not only a matter of achieving a good campaign, but maintaining it. So what are the things that you can look for when you have taken your eye off the ball:

  • Monitor your budgets. Don’t let your successful campaigns run out of money while others still have money left. 
  • Align your website to industry standards. Your ads can perform until the cows come home but if your website isn’t up to par, then you may find people dropping off your site. 
  • Watch those negative keywords. It’s not all positive. You have to make sure that you block irrelevant searches for your own benefit. 
  • Use geographical targeting if it’s part of your goal. 

Any of the points mentioned in Part I or above will be extremely helpful to creating quality ad campaigns on either Network. If you’re interested in having someone else manage these campaigns for you, please feel free to reach out to a strategist at White Shark Media to learn more about making that happen. 

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