Pay per click (PPC) is the quickest way to drive traffic to your website. However, some business owners do not get PPC right and end up wasting money because of simple mistakes. When you launch a PPC campaign, you should be looking to maximize the ROI through driving quality traffic and leads to your site.
However, there are some common mistakes you can do that will make you attract the wrong audience or frustrating potential leads. Take note of the following mistakes:
Directing ads to the homepage
When a visitor clicks on your ad, he expects to be directed to the product or service advertised. When you direct the ad link to your homepage, you are frustrating visitors by forcing them to go through other links or search within your site to get to the promised product aka the reason they came to your site in the first place.
Directing multiple PPC campaigns to the same landing page
Visitors click on ads when they appear on the sponsored results section after they have searched. They expect to get information on what they searched for when they click on your ad. Therefore, avoid directing multiple PPC campaigns to a single landing page.
Failing to split-test
Don’t set up PPC campaigns then sit back and wait for results. You need to optimize your campaigns to improve them. Without testing and optimizing your ads, you will lose money with PPC. Moreover, your campaign will have a poor conversion rate.
Focusing on broad match keywords
Ads targeting broad match keyword can reach a wider audience. This is because they are displayed whenever the targeted keyword phrase is searched either in part or full. However, the ads will be displayed even for irrelevant searches, thereby reaching an untargeted audience.
Not setting negative keywords
Do not forget to set negative keywords in your campaigns. Otherwise, your ads will be displayed to visitors that are likely not to convert.