An essential part of business growth is getting your products and services in front of a new audience, and converting engagement from that audience into clicks, and eventually, clients. If expanding or even consolidating your audience is a key component of your business growth plan, chances are you’ve already heard of paid advertising, sometimes known as pay per click (PPC).
You may have already heard of paid advertising, but how confident would you feel investing money into ads that could grow your audience and generate new traffic towards your links of choice?
Sure, paid advertising can be effective, but it’s also worth keeping an eye out for the drawbacks and flaws of paid ad campaigns.
We like to call these drawbacks The PPC Monsters.
In this blog, we’ll be taking a look at the monsters of PPC, and suggesting ways to avoid them in your future ad campaigns.
So, let’s meet the monsters of PPC.
- Being Overlooked by Google
- Inconsistent Points of Access
- Neglecting Your Ongoing Ads
Being Overlooked by Google
Having an ad with a clear and strong message is essential to getting it picked up by the Google algorithm. Before you write your ad, it’s worth taking a look at tools like Google’s ad Quality Score calculator. This tool will be able to tell you if your ad meets Google’s standards, and therefore whether it’s going to be shown to your target audience or not. As well as considering whether your ad is clear enough for Google’s algorithm, the Quality Score calculator will also tell you if your ad will get seen under the right search criteria, and encourage the kind of engagement you need from it.
Inconsistent Points of Access
When you’re designing your ad campaign, spend some time thinking about the journey that this ad will take your prospective clients on. Is there a clear link between the ad itself, and the destination that the link button takes your ad viewers to? If you’re creating an ad to increase awareness around your brand in general, you might want to think about linking to the homepage of your website. If there’s a specific product or range you’re trying to target with a PPC campaign, the ad should take your viewer to the relevant page on your site.
It’s also worth thinking about whether your ad gets your viewers to the right stage of your customer journey at the right time. If your ad viewer needs some extra information about you and your brand before they make a purchase, don’t link them straight to a paywall or checkout page. Instead, take them to a landing page with some dedicated copy about the product or service that your ad campaign is focused on.
Neglecting Your Ongoing Ads
Investing in ads can be scary. But investing in ads that create wasted clicks is even scarier! Making sure your PPC campaign gets the right clicks from the right kinds of people is what’s going to help you see a return on the investment you’ve made. This requires ongoing ad management. Despite what people might think, creating an ad campaign isn’t a one and done process. It’s not just something you turn on, then come back to in 2-3 weeks time to see your analytics and insights. To do this, you’ll need to first establish some campaign KPIs. This will help you determine whether your not your campaign is ‘successful’. By continually analysing the performance of your ads and making changes based on what you find, you’ll increase your click rate and percentage of your conversions.
SJR Digital have been helping businesses create, run and manage ad campaigns that are PPC Monster free for over 10 years. To find out more about the PPC Monsters, and more importantly, how to avoid them, book a free consultation call today.
This is a no obligation, no strings attached conversation, and our only goal is to help you create and implement the growth strategies that are going to help your business in the way that’s best for you.