Search marketing can help you see immediate boosts in traffic, or it can be a quick way to spend your budget without seeing any conversions. The problem most marketers face when strategizing their paid advertising is that they think too big; real success with PPC comes from paying attention to the details. Need some search engine marketing tips to boost your effectiveness? Steer clear of these five common mistakes marketers make in their campaigns.
Not Using Keywords Correctly
Especially for marketers starting out with paid campaigns, it can seem appealing to target as many keywords as possible—after all, the more people who see you, the better, right? Only if you have an unlimited budget! Be sure to limit your keyword bidding to those that will promote conversions. Through AdWords you can tailor the match level for each keyword—a broad match means your ad will show up in searches for related words, whereas a negative match can exclude certain words that you know aren’t helpful for CTRs.
Not Focusing On Content
Your content should always be a focus of your search campaigns. Fresh content can make sure your website soars to the top of organic search results, but your ad copy is equally as important when it comes to PPC. The challenge is having a clear CTA, pertinent company info, and relevant search keywords, all in a brief but compelling ad. Always be sure to include your primary keywords in the body or header, but avoid keyword stuffing.
Not Using Landing Pages
Don’t fall into the trap of always linking to your homepage in ads. You want to make it as easy as possible for someone to click through and make a purchase immediately. The more time a potential customer has to spend looking through your site to find your products, the greater the chance that they give up and look elsewhere. Optimize landing pages and link your ads to them to directly send customers where you want them to go.
Ignoring Goals and Analytics
The best way to assess if your ads are worth the money you are spending is knowing whether they are driving traffic to your website, and how much of that traffic converts to sales. Particularly with PPC ads, it is very easy to spend an entire budget quickly, so if you know what your goals are—and what the return will be with a conversion—you have a guideline for how to streamline your campaign.
Not Testing Ads
Paid search advertising can’t be a one-and-done venture. You need to stay vigilant about what techniques are most effective, but you’ll never have a basis for comparison if you just run the same ad again and again. Best practices say that having at least three versions of your ad running at the same time and testing new ads each month can help you visually see which elements promote the greatest CTRs.