Pay-Per-Click advertising is one of the most efficient ways to buy relevant traffic.
And yet, too often businesses are not implementing the tactic properly.
What are the most common mistakes businesses make when investing into PPC advertising?
To discuss pay-per-click advertising, Jim Boykin, founder and CEO of Internet Marketing Ninjas, and Ann Smarty, IMN’s analyst, were joined by Truman Hedding, the branding expert with years of digital marketing experience.
Truman Hedding is a growth hacker, PPC and video marketing expert, speaker and a successful agency founder.
Being lazy is the most common mistake businesses make when investing in PPC ads.
Google is doing a very good job making their platform easy to use. They have powerful conversion optimization tools.
Not putting enough work
And yet too many businesses are not using all those tools. They don’t invest enough money into testing lots of ads to accumulate the data, they don’t to A/B testing, etc.
It’s all about willing to do the work, and do it well.
Not excluding negative keywords
Defining your negative keyphrases is another common mistake which is also a result of not putting enough work into a PPC strategy.
You should exclude keywords that are not relevant to your business on a weekly basis. And this can save your business a lot of money which you can invest into more effective ads.
Not using any other CRO tools except for Google’s
Another common mistake is relying only on Google’s conversion optimization tools.
You need to always use additional tools to build better-converting pages.
Not learning from results
Finally, most business are not willing to learn from their own results and adjust their tactics accordingly. For example, businesses are not measuring or monitoring their branded search queries to evaluate the effectiveness of their PPC campaigns.