Do you want to know how to avoid a failed PPC campaign? PPC is a fantastic tool for increasing a company’s revenues; yet, like with everything that may be good, it can also be damaging.
PPC may destroy your advertising budget when handled incorrectly while providing little return. However, you can prevent the most significant missteps with a little knowledge.
Continue reading for four simple steps to reduce PPC failure.
1. Take the Bigger Picture into Account
The most common mistake is failing to calculate how much you spend on each ad conversion. This is not to be confused with the Cost Per Lead measure.
CPL is crucial, but it is only one piece of the puzzle. You must also consider whether that lead converted and how much money you made due to the conversion. If your best-performing advertising only brings in a tiny amount of money, the ad’s ROI will be low, if not negative.
Failing to measure and track how your advertising affects your bottom line is a proven way to fail your PPC campaign. Just because an ad does well isn’t a guarantee it is profitable.
2. Keep an Eye out for Ad Fraud
Ad fraud is an effort to trick advertising networks into believing that false network activity is actual user behavior to earn a financial advantage.
Bots that specifically target PPC advertising to either squander the advertiser’s cash or fraudulently increase the organic ranking of a webpage or social media post are called click fraud. The purpose of these bots is to fool the ad platform into thinking the activity is from actual people, implying that the post or webpage is more popular than it is.
While malicious actors often utilize bots to commit ad fraud, there are additional ways to get advertisers and ad networks to pay them for fraudulent activity, including those involving real individuals. You may interact with a real customer that seems genuine and then realize that they’re part of a scam, but you can learn how to spot a malicious actor by learning the warning signs.
3. Do Not Underbid
On the surface, it makes sense to bid as low as possible to save money on your adverts. However, this is a counter-intuitive error. The most useful thing you need at the outset of a campaign is data on how your advertising is received. However, you must get your advertisement in front of as many individuals as possible.
The best way to accomplish this is to spend more money in the near term. Assuming you have a decent funnel and a good quality score, you’ll have the information you need to determine which advertisements and keywords work the best.
Once you have such data, you may reduce your expenditure to a more decent level while remaining certain that your advertising will perform effectively. However, if you pay too little, you will never acquire that data.
It might take months to collect enough data to determine that a keyword or ad isn’t performing successfully.
4. Pick the Right Keywords
The keywords you select influence who sees your advertising, and the appropriate keywords may make or break the effectiveness of any PPC campaign.
Quality over quantity is a good philosophy when using keywords, since the more keywords you employ, the more likely it is that your advertising will be seen by the wrong audience.
As a result, you’ll spend more and get worse results than if you employ a few well-chosen keywords.
Whether it’s preventing ad fraud, selecting the correct keywords, or staying focused on the broader picture, each of these PPC methods may have a substantial beneficial influence on the performance of your campaigns. The ultimate advantage is that your competition may not even be aware of them.
It’s now up to you to improve your PPC performance. With these helpful PPC strategies, you’ll be able to easily climb your performance hill to the top.