A pay-per-click (PPC) campaign is a form of digital marketing that you cannot afford to get wrong. Mistakes happen here or there, but in PPC, a mistake can cost you a lot of money and not provide you with any results.
We’re here to help you avoid these mistakes and have more success with your PPC campaign to attract more qualified leads to your site. Here are a few tips for what NOT to do in your PPC campaign:
1. Not developing a long-term strategy
Before you do any keyword research or even think of bidding on anything, you need to identify your goals and form a strategy. Find out who your target audience is, what’s important to them and how you can create ads and landing pages that attract and convert.
2. Remarketing to the wrong people
With PPC, you have the ability to remarket ads to previous visitors to your site. You may be tempted to remarket to all users who visited your site the last few days, but this is actually less effective than narrowing your remarketing efforts.
Determine the product or service you want to promote with your PPC ads and remarket the ads to visitors who have viewed content on your site related to this product or service. This is more likely to yield qualified leads than casting a wide net over all previous visitors.
3. Using short-tail keywords
One quick way to obliterate your PPC budget is to bid on short-tail keywords that are high in volume and high in competition. For example, if you’re trying to promote a certain type of software you sell, you’ll want to bid on more specific keywords rather than just the term “software” or “computer software.”
Long-tail keywords generally have less competition, lower prices and are more likely to produce qualified leads rather than random visitors who will bounce.
Talk to Burg & Co. about what to do and not to do in your PPC campaign
The marketing professionals at Burg & Co. have years of experience in working with PPC and other digital marketing strategies, including SEO, content marketing and social media marketing. Contact us today to learn more about what we can do to help you grow your leads and convert more visitors to customers.