In the world of pay-per-click (PPC) marketing, every click literally counts. Literally. If you’re serving other customers with PPC services, the stakes are high. Getting your clients the clicks they need to boost their business is integral to your success. If you can't get your customers enough clicks, you could lose those clients and create a poor reputation for your ability to deliver. There are many PPC marketers who make mistakes in the process of setting up their clients' strategies for gaining new traffic and business. You don't have to be one of them. By knowing the pitfalls to avoid, you will set yourself up for success and you'll keep your clients happy. Sometimes half the battle is knowing what to avoid. Here are seven of the biggest mistakes I’ve witnessed.
Mistake #1: Ignoring mobile
As a PPC marketer, you can't focus on one platform. Don't just market to desktop users. Mobile could be even more important than desktop. You have to know your audience to know how to communicate. If your audience is mobile, keep this key feature in mind as you craft your campaign.
Mistake #2: Targeting the wrong audience
If you've made an ad and targeted it to the wrong audience, then you aren't going to get the results you want. You first need to know who your audience is. What is their age group? What is there demographic profile? What are their interests? By targeting accurately, you'll be able to push your ad to the audience that is more likely to click and convert.
Mistake #3: Ignoring your quality score
Quality score can save you money per click if you optimize for it.
Some marketers have decided to ignore quality score because they can't tell exactly how Google calculates it. This, of course, is frustrating, but that doesn't mean quality score can't help you. Instead, optimize for it so that you have better rankings and less cost per clicks.
Mistake #4: Using the wrong keywords
Just like targeting the right audience for your ad, you need to use the correct keywords that describe your target audience and will be of interest to them. At the end of the day, remember that you are trying to grab their attention. If you can't do that through your keywords, you're missing out with valuable ads. Once you know your target audience and you have an idea of what you are marketing, you can match up the right keywords for your ad. This leads to a higher potential for clicks.
Pro tip: Don't put all your money into a single keyword.
Mistake #5: You haven't raised your bids
The reality of advertising on a site like Google is that about half of the ads never get seen by users! If you're finding that your otherwise great ad isn't getting enough clicks, then you might want to consider raising the bids. This can lead to more clicks. This is a no-risk way to conduct an experiment with your ads as long as haven't set a budget.
Mistake #6: You don't have a good landing page
If you have a great ad and you've done all the research and work to set up your ad for the right audience -- and then you lead your user to a bad landing page, then you probably will lose the user. Your landing page is where you convert your user to a customer. If you've done the hard work of getting the click, then make sure you are building trust with your user and giving your user information that will lead them to buy a product or service.
Invest in your landing page, and you'll see your customer base grow. You'll watch more traffic come to your site because a great ad paired with a great landing page creates a reason for a user to keep coming back. You want to give your new customers valuable information they can use right away. You want to show them products and services that make their lives better. When you do that, they will tell others -- and the traffic just will keep coming your way.
Mistake #7: Give up
The bottom line is that PPC can be annoying and frustrating. Stick with it. Despite the grind, it also can be exciting. Think of PPC marketing as an experiment. You're trying to find the best ways to communicate with your target audience and to entice them to click through from your ad to your website. That formula is going to be different for every user, but with time you'll figure out what best works for your audience. So keep at it. Try new strategies. If one of these strategies doesn't work right away, together they will form a stellar formula to get you where you want to be with your customer base.
Whether you're just starting out in PPC marketing or you're a veteran marketer, it always helps you to remember the negative habits we all get into in this industry. One mistake can make a huge difference in the number of clicks you get. Break those habits by remembering these top seven devastating mistakes to avoid as you market to your clients' needs. Remember that at the end of the day, successful PPC marketing requires you to be nimble and creative.
Take risks with your ads while staying true to what you know has has already worked in the past. When you find something that works for your client, stick with it. At the end of the day, you want to use content that is clickable, exciting, engaging and most important of all -- tells your target audience something meaningful about the company you are representing.most important of all -- tells your target audience something meaningful about the company you are representing.
Originally posted Oct 21, 2016 on Forbes.com