As most people will testify, PPC is one of the fastest ways to get a new business off the ground. In the case of an existing company, it’s also one of the most efficient ways to advertise as well. And I thought of sharing the PPC mistakes which you eradicate in your next Campaign.
Unfortunately, it differs immensely from most other types of advertising and this is why so many online marketing companies are sought for it. This is the reason today’s guide has been put together, and we will now look at three of the most common mistakes used when advertising on Google Adwords.
Using accelerated ad delivery
On the face of things, accelerated ad delivery makes sense. After all, this is the setting which means that your ads are delivered at record speeds – and your budget is used up as quickly as possible. For most brands, this means that their entire daily budget will be wiped out in the morning.
However, for the most part, it’s not a function you should be using. Firstly, one of the biggest features you can take advantage of when it comes to Adwords is day-parting. In short, you target your ads at certain parts of the day when you know that conversions are at their highest. If you are just serving everything as quickly as possible, you don’t have any data for the latter parts of the day.
Not only that, but it also means that your ad will be missing out on valuable impressions. Sure, that might not mean much for some campaigns, but for those of you who are looking to build brand awareness, it can be useful to see your ad showing throughout the day and appearing to different types of people.
Using broad match keywords
This might be something of a debatable topic, as there will be some readers who swear by broad match targeting for their campaigns. On the whole, however, we are going to advise against this approach.
Sure, Google might sometimes push it, but the use of broad match really does allow a whole wave of unrelated keywords to creep into your spend. Most of the time, any account which is using broad match keywords has countless irrelevant terms associated with it – all driving up costs, and also reducing Quality Score.
Broad match is something that could show a user an ad for a pink dress, even though they were searching for a pink skirt. Suffice to say, unless you are really hands-on and managing your negative keywords list correctly, this is only going to end in tears for both you and the user.
Not using emotional language in ads
As we all know, ad copy is king. If you have the right ad copy at your disposal, you’ll be amazed at just how your Quality Score improves. Let’s not forget that a quality score of 1 can result in your CPC cost rising by 400%, while one of 10/10 can see it be slashed by 50%. It’s a monumental difference.
One of the best ways to achieve good ad copy is by using emotional language. Trigger emotional responses from your audience and respond to needs that you know exist. Common ways are to target based on disgust or anger; two issues that people tend to react very strongly to.