With the fierce competition in the business world to establish a global reputation and garner maximum profits, companies take care to apply innovative methods to mark a dominant online presence. The visibility of the businesses on popular search engines is one of the crucial factors that determine the number of visitors and the profits of the company. No wonder, companies allocate a considerable amount of their budget on advertising and hire experienced digital marketers to promote their products and services.
Besides Search Engine Optimization (SEO) that facilitates you get leads organically, Pay-Per-Click (PPC) as a paid search campaign would complement your SEO results and enhance Click-Through Rates (CTR). The control in setting up and execution of your PPC campaign, the flexibility of choices as well as the driving quick and real results are some of the important factors that make PPC marketing so popular with all businesses.
As PPC is not easy, and to gain the maximum benefits from your paid search campaigns you need to hire a certified and experienced PPC professional. Hence, it is always in the best interests to select a top-notch digital marketing company for all your paid advertising needs. You should choose a specialist that provides comprehensive AdWord management services at a lower cost than the market.
When it comes to setting up the PPC account and executing a paid search campaign, then the experts do comprehensive research on the target customers and competitors and analyze all the factors that would provide maximum ROI to the company.
Here Is A Checklist Of Some Of The Mistakes That Professionals Should Avoid In Order To Gain Maximum Benefits:
1. Not Tracking Conversions By A Proper Setup
Conversion is one of the most important things in PPC marketing. Many professionals do not set up conversion tracking properly that would give a fair idea of the number of visitors who actually made the purchase, downloaded app, signed up newsletters or hired the service. Advertisers tag the landing page and not the confirmation page.
2. Wasting Money By Not Adjusting Bids On Mobile Devices
Bidding on keywords should be adjusted according to the traffic and conversions coming from desktops, smartphones, tablets and laptops. Many professionals do not keep a tab on the traffic and performance on mobile devices and this result in wastage of a considerable amount of money.
By adjusting bids according to the Cost Per Acquisition (CPA), ConVersion Rate (CVR), and Click-Through Rate (CTR) and analyzing other factors is essential to optimize through PPC management services and save money.
3. Selecting Improper Keyword Matching Options
Selecting the suitable matching option for keywords determines the traffic potential of your keywords. Broad match displays your ads to a wide audience while exact match ropes in the specific group of customers who would be actually interested in making the purchase.
As the broad match is assigned by default, PPC experts should analyze the search terms report of Google and then select suitable keyword matching options that would maximize traffic and boost sales.
4. Not Getting Rid Of Junk Traffic
Low-quality leads are a great nuisance in any PPC campaign. They should be excluded from your display campaign in order to get rid of junk traffic. As the AdWords Placement Performance report provides a true picture of the performance of display network, PPC experts can gain advantage from the report and exclude sites or domains that are not converting and add managed placement to the AdGroup for those sites that are converting well.
5. Overlooking Quality Score
Quality Score is an important factor that determines the effectiveness of your PPC campaign. It determines your cost-per-click and ad rank in the ad bidding process. Ignoring quality score and not adjusting your bidding amount will lead to the poor performance of paid search campaign.
6. Not Scheduling Your PPC Campaigns As Per The Performance
Many professionals do not take care to schedule the PPC campaign according to the interest of the target customers and performance report. Reducing bids on weekends or turning off campaigns at times can be a great saver.