Running a PPC campaign in major search engine is what you do to make money by increasing conversion. But you may be naive to some mistakes that come on your way while working on PPC and resultantly getting you in the wrong direction. PPC campaign not based on proper research and targeting can prove painful for your marketing budget. No matter you are using Google Adwords or Bing Ads, some mistakes you are tempting to do unknowingly may affect your campaign performance. Before stepping ahead with a PPC campaign, know the facts that will help you find the best way of running it.
What are the keywords you need to target?
Is that only those keywords that best describes your product or services? No, it may not be always right. There are several terminology spelled by users in addition to the specialized one to describe your product or service. You can’t ignore them just because of not using the standard terminologies in their search query. Research on how your industry is defined online and the terminologies audiences can use to describe your product.
Your ad headline
Is it good to use the company name in your headline? Your search is not about your company, but the terms people use to find your service in their search query. Most often relevancy is what matters to you rather than the company name. Your company name is how people differentiate you once they discover your business. Help them find you first.
What to change if your ad is not performing
Instead of changing everything like headline, description and landing page for a different PPC ad, you can try altering the elements. This can be a good experience to know which combination of elements is pushing more conversion.
Your Homepage or a customized landing page
Your home page may be the great source of information for your user, but unless your audience is looking for something specific than your company name, it’s better to lead all traffic to a customized landing page. A specialized landing page created for your audience likely to have more conversion rate.
Audience you are targeting
If you want to make best use of your PPC campaign carefully consider the location of targeting. Whatever the area you’re targeting make sure that it is relevant to your business. Targeting the audience in a right demography is crucial to gain potential customers.
There are many factors that keep affecting the user behavior. So once you optimize your PPC campaign, you can’t leave it alone. If you monitor any changes that may have an effect on user behavior, try adjusting the campaign by modifying keywords, changing ad copy, a/b testing and modifying the landing page to keep up with the people.
Only getting hits doesn’t indicate success of a PPC campaign
Your PPC campaign is working to its full potential if you’re able to see higher conversion rates generated from the entire campaign. If visitors are becoming your customers instead of bouncing from your site, your PPC campaign is living up your expectations. You can use the tools that most PPC programs provide to measure the rate of conversion. If your ad is getting clicks, but not leading to conversion there may be some imbalance between your offerings and what the visitors are actually looking for.
Paid search is all about addressing your offerings with the users need. You have a few lines of text to introduce your product to them and it demands an efficient way of conveying the information. Certainly you can achieve it by proper industry relevant keyword research, uniquely defining the same needs in ads and designing a user specific landing page. Of course the time and money spent on it will pay off.